The biggest challenge, according to the report, is reaching a generation whose parents came of age after the draft ended and whose connection with the military is scant to none. "The disconnect between many teens and the military is incredible", says Bryan flood, a political-advertising consultant and one of five researchers on the report. "In focus groups with kids, they were asking questions like, `Can I eat chicken in the military? Can I drive a car? Can I go home?'... They need to give young people a clear sense of who they are and what they have to offer".

Commissioned by Defense Secretary William Cohen and set to be released to the US Congress this week, the report was prepared by a bipartisan team of consultants from two advertising agencies, Sawyer, Miller & Co. and Murphy, Pintak, Gautier and Hudome, both based in Washington. It could not come at a better time. The Navy and the Air Force are now seeking bids for their advertising contracts, together valued at about $650 million over the next five years. The army, which last week selected Leo Burnett Worldwide Inc. to develop its new campaign, is working on a new strategy that will be unveiled late this year.

Typical of recent army ads is one featuring a picture of a giant calculator.Under the picture, the text says: "Learn that a reward means more when you earn it. Now earn up to $50,000 for college". The report's authors argue that that focus belittles the training the military itself provides, while boosting the profile of the competition: community colleges and universities.

Moreover, in targeting kids who need money for college, the services are chasing a rapidly shrinking market. College loans and grants have become increasingly available in recent years.

The report's recommendations that the services concentrate on developing "brand identities" is aimed at giving potential recruits, parents and teachers a clearer sense of what each of the services does and how they do it. It also maintains the services must start early, targeting kids as young as 12 years old. The report recommends that some ads stress patriotism, while others emphasize the individual benefits of discipline and pride.

Whatever they do, the ads must "give young people a clear definition of the US military's post-Cold War mission", the report states.

As an example of what works, the authors cite recent ads touting the marines as an elite group for warriors and characterising service in the corps as a life-transforming experience. In one magazine ad, a sweating marine is pushing to finish a grueling run. The caption beneath reads, "Running wound not kill you. You will pass out first". In larger print, the ad goes on to promise: "The Change Is Forever".

The approach appears to be paying off. The marines are the only one of the four services to meet their recruiting and retention goals for the past five years. They spent only about $1,080 last year on advertising and enlistment bonuses to land each of their recruits, compared with the army's $3,200.

--The Asian Wall Street Journal