enlisting madison avenue the marketing approach to earning popular support in theaters of operation

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Enlisting Madison Avenue

Author : Todd C. Helmus
ISBN : 9780833042750
Genre : Study Aids
File Size : 53. 31 MB
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Virtually every action, message, and decision of a military force shapes the opinions of an indigenous population: strategic communication, treatment of civilians at vehicle checkpoints, and the accuracy or inaccuracy of aerial bombardment. Themes of U.S. goodwill mean little if its actions convey otherwise. Consequently, a unified message in both word and deed is fundamental to success. Business marketing practices provide a useful framework for improving U.S. military efforts to shape the attitudes and behaviors of local populations in a theater of operations as well as those of a broader, international audience. Enlisting Madison Avenue extracts lessons from these business practices and adapts them to U.S. military efforts, developing a unique approach to shaping that has the potential to improve military-civilian relations, the accuracy of media coverage of operations, communication of U.S. and coalition objectives, and the reputation of U.S. forces in theater and internationally. Foremost among these lessons are the concepts of branding, customer satisfaction, and segmentation of the target audience, all of which serve to maximize the impact and improve the outcome of U.S. shaping efforts.

Free Expression Globalism And The New Strategic Communication

Author : Monroe E. Price
ISBN : 9781107072510
Genre : Political Science
File Size : 82. 39 MB
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This book exposes the anxieties of loss of control and missed opportunities for freedom of expression resulting from changes in technologies and geopolitics.

Strategic Communication

Author : Christopher Paul
ISBN : 9780313386404
Genre : Political Science
File Size : 40. 27 MB
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This volume in the Contemporary Military, Strategic, and Security Issues series presents a concise introduction to the evolution, key concepts, discourse, and future options for improved strategic communication in today's U.S. government. * Key document excerpts from legislation, proposed legislation, doctrine, reform proposals, and policy documents * A glossary of terms * An annotated bibliography of proposals and recommendations for strategic communication/public diplomacy reform

Guerrilla Marketing

Author : Alexander L. Fattal
ISBN : 9780226590646
Genre : Colombia
File Size : 45. 9 MB
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"This work looks into the Colombian government's efforts to demobilize rebel FARC fighters and transform them into the entrepreneurial subjects and consumer citizens. Anthropologist Alexander Fattal shows how the market has become one of the principal grounds on which counterinsurgency warfare is waged in Colombia."--Supplied by publisher.

Strategic Studies Quarterly

Author :
ISBN : STANFORD:36105133479878
Genre : Strategy
File Size : 77. 99 MB
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Information Operations

Author : Christopher Paul
ISBN : 0275995917
Genre : History
File Size : 57. 23 MB
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A no-nonsense treatment of information operations, this handbook makes clear what does and does not fall under information operations, how the military plans and executes such efforts, and what the role of IO ought to be in the war of ideas. Paul provides detailed accounts of the doctrine and practice of the five core information operations capabilities (psychological operations, military deception, operations security, electronic warfare, and computer network operations) and the three related capabilities (public affairs, civil-military operations, and military support to public diplomacy). The discussion of each capability includes historical examples, explanations of tools and forces available, and current challenges faced by that community. An appendix of selected excerpts from military doctrine ties the work firmly to the military theory behind information operations. Paul argues that contemporary IO's mixing of capabilities focused on information content with those focused on information systems conflates apples with the apple carts. This important study concludes that information operations would be better poised to contribute to the war of ideas if IO were reorganized, separating content capabilities from systems capabilities and separating the employment of black (deceptive or falsely attributed) information from white (wholly truthful and correctly attributed) information.

Government Executive

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ISBN : UOM:39015078322982
Genre : United States
File Size : 90. 41 MB
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Influence Warfare

Author : James J. F. Forest
ISBN : 031334731X
Genre : History
File Size : 60. 81 MB
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This important work, edited by an expert on terrorism, focuses on the 21st-century struggle for strategic influence and ways in which states can neutralize the role of new media in spreading terrorist propaganda.

Ten Years On

Author : United States. Congress. House. Committee on Armed Services. Subcommittee on Emerging Threats and Capabilities
ISBN : MINN:31951D03405543C
Genre : Communication policy
File Size : 47. 80 MB
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Social Science For Counterterrorism

Author : Paul K. Davis
ISBN : 083304706X
File Size : 39. 72 MB
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This monograph surveys and integrates scholarly social-science literature relevant to counterterrorism. It draws from numerous disciplines and then uses high-level conceptual models to pull the pieces together regarding root causes, individual radicalization, public support, and the ways in which terrorism fades. It identifies points of agreement and disagreement and discusses the consequences of different contexts and perspectives.

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