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Enlisting Madison Avenue

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. | RAND THE ARTS CHILD POLICY CIVIL JUSTICE EDUCATION ENERGY AND ENVIRONMENT HEALTH AND HEALTH CARE INTERNATIONAL AFFAIRS NATIONAL SECURITY POPULATION AND AGING PUBLIC SAFETY SCIENCE AND TECHNOLOGY SUBSTANCE ABUSE TERRORISM AND HOMELAND SECURITY TRANSPORTATION AND INFRASTRUCTURE WORKFORCE AND WORKPLACE NATIONAL DEFENSE RESEARCH INSTITUTE This PDF document was made available from www.rand.org as a public service of the RAND Corporation. Jump down to document 6 The RAND Corporation is a nonprofit research organization providing objective analysis and effective solutions that address the challenges facing the public and private sectors around the world. Support RAND Purchase this document Browse Books Publications Make a charitable contribution For More Information Visit RAND at www.rand.org Explore RAND National Defense Research Institute View document details Limited Electronic Distribution Rights This document and trademark s contained herein are protected by law as indicated in a notice appearing later in this work. This electronic representation of RAND intellectual property is provided for noncommercial use only. Permission is required from RAND to reproduce or reuse in another form any of our research documents. This product is part of the RAND Corporation monograph series. RAND monographs present major research findings that address the challenges facing the public and private sectors. All RAND monographs undergo rigorous peer review to ensure high standards for research quality and objectivity. ENLISTING MADISON avenue The Marketing Approach to Earning Popular Support in Theaters of Operation TODD C. HELMUS CHRISTOPHER PAUL RUSSELL W. GLENN Prepared for the United States Joint Forces Command Approved for public release distribution unlimited NATIONAL DEFENSE RESEARCH .