Department of Defense Brands Services in DR Campaign

Posted on by Chief Marketer Staff

A $1.7 million direct response ad campaign touting the armed forces has been launched by the U.S. Department of Defense.

All the ads in the mostly print effort contain a toll-free telephone number and a Web site URL (www.TodaysMilitary.com), according to Dan Gregory, vice president-account director for Mullen agency, the Wenham MA-based agency that created the campaign.

The ads are designed to reach “influencers,” parents of young people who might think of joining the military, Gregory said. They focus on the qualities a person can develop in the service, including commitment, perseverance and a sense of self.

Information on respondents will be collected both online and via the telephone, then included in the DOD

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