How to Sell Ice to Eskimos (and Wars to Americans)

As an ORSA math geek, I was the Army’s personal calculator monkey. My job? Crunch the ROI on our advertising campaigns. Translation: I figured out if dropping $62+ million a year on slapping Army logos onto NASCAR stock cars was actually convincing anyone to trade their Budweiser for a Beretta.

Recruiting the Few Good Men: A Comparative Analysis of Marine Corps and U.S. Army Advertising

Many young American males, who traditionally form a significant portion of military recruits, yearn for responsibilities, duty, and the chance to prove their mettle in a challenging and traditional environment.