| Description |
1 online resource (xiii, 51 pages) : illustrations (some color) |
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text txt rdacontent |
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computer c rdamedia |
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online resource cr rdacarrier |
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text file PDF rda |
| Series |
Letort papers |
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Letort papers.
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| Note |
"August 2015." |
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Paper version available for sale by the Superintendent of Documents, U.S. Government Publishing Office. |
| Bibliography |
Includes bibliographical references (pages 45-51). |
| Contents |
Introduction -- Understanding the basics of understanding -- Employing social science for strategic decisionmaking -- What is target audience analysis? -- TAA in action -- Down the social media rabbit hole? -- How would it work? -- Why governments will not invest in strategic TAA. |
| Summary |
"The author explains how sophisticated social science research and behavioral profiling can be used to warn us of impeding issues and how that information might be used by senior strategy makers as a tool for testing and refining strategy. He makes a compelling case that the science of Target Audience Analysis (TAA) is now so well advanced that it must become a key component of future strategic decisionmaking. The author views social media as just another communication conduit, and sees this as a continuum of wrong activities being undertaken. In Iraq and Afghanistan, he saw how big public relations and marketing companies cost the U.S. taxpayer millions of dollars in ultimately failed communication and propaganda campaigns. Social media, he argues, has become yet another blank checkbook for companies who rely on creative energy rather than empirical understanding to produce communications campaigns. Instead, he argues for far greater resource in TAA and greater understanding by federal agencies of what is and is not possible or desirable in their communication efforts. To this end, he looks in particular at the U.S. Agency for International Development relief work in Pakistan and argues that the communication objectives set at the start of the projects are almost unattainable, even naive in their presumptions"--Publisher's web site. |
| Note |
Description based on online resource; title from PDF title page (SSI, viewed August 26, 2015). |
| Subject |
United States. Agency for International Development -- Public relations.
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United States. Agency for International Development.
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United States. Agency for International Development. (OCoLC)fst00576009
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Target marketing.
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Public opinion polls.
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Root cause analysis.
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United States -- Armed Forces -- Public relations.
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Armed Forces -- Public relations.
(OCoLC)fst00814627
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Public opinion polls. (OCoLC)fst01082803
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Public relations. (OCoLC)fst01082892
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Root cause analysis. (OCoLC)fst01895235
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Target marketing. (OCoLC)fst01143138
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United States. (OCoLC)fst01204155
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| Genre/Form |
Online resources.
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Electronic government information.
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Electronic books.
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| Added Author |
Army War College (U.S.). Strategic Studies Institute, publisher.
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Army War College (U.S.). Press, publisher.
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| Other Form: |
Print version: Tatham, Steve. Using target audience analysis to aid strategic level decisionmaking 1584876999 (OCoLC)959420915 |
| ISBN |
1584876999 |
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9781584876991 |
| Standard No. |
NLGGC 395590744 |
| Gpo Item No. |
0307-A-18 (online) |
| Sudoc No. |
D 101.146/3:D 35 |
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