U.S. Army Aims New Marketing Campaign at Aspiring Leaders

The U.S. Army launched a new marketing campaign calling on high-performing, goal-oriented youth from all backgrounds to consider Army Officership, a specialized path of service for aspiring leaders.

Click here to read the story at prnewswire.com.

Discussion Questions:

1. What is a marketing campaign?
2. What is a target market?
3. Why does the U.S. Army invest in marketing campaigns?
4. Who is the U.S. Army targeting with this campaign?
5. Why do you think they have identified this group as their target audience?
6. What is a tagline?
7. What is the tagline of this campaign?
8. Why do you think businesses and brands use taglines in their marketing?
9. Why do you think the U.S. Army used this particular tagline?
10. What is market research?
11. How did market research influence this U.S. Army marketing campaign?