Home > Encyclopedia of Major Marketing Campaigns > United States Army

• Jingle Jake
• Further Reading
• James Montgomery Flagg
• Further Reading

1307 Third Ave.
Fort Knox
Kentucky
40121-5000
USA
tel: (800)USA-ARMY
website: http://www.goarmy.com

Overview

In the 1980s, the expectation of a coming manpower shortfall prompted the U.S. Army to place a renewed emphasis on recruitment advertising. There were two primary causes of this shortfall. First, economic gains made by the lower and middle classes of American society had rendered military compensation noncompetitive relative to civilian earnings. This factor was of paramount importance to potential recruits. In addition, there was a...