AR 601-208 — The Army Marketing Program
AR 601-208 governs the U.S. Army Marketing Program and Army Trademark and Licensing Program, including marketing operations and trademark use.
- Publication number: AR 601-208
- Title: THE ARMY MARKETING PROGRAM
- Date: 11/10/2021
- Proponent: ASA (M&RA)
- Status: ACTIVE
View AR 601-208 on armypubs.army.mil
Related publications
AR 601-208 sets objectives for talent acquisition and retention through the Army employment brand and employee value proposition. It establishes policies and procedures for marketing planning, approval, execution, measurement, reporting, recruiting programs, branding, trademarks, and licensing.
Topics covered
- Army marketing objectives
- Marketing planning and approval
- Marketing execution and return measurement
- Register to Win Program
- Personal Presentation Item programs
- Army branding and trademark licensing
Questions and answers
What is the mission of Army marketing?
Army marketings mission is to increase talent acquisition and retention through improved positioning of the Army employment brand and value proposition. (paragraph 1-6)
What must be established before launching marketing initiatives?
ROI must be reliant on hurdle rates and metrics of success established before launching marketing initiatives. (paragraph 2-2)
What is the spending limit for an RTW prize?
The prize cost may not exceed $500. The ASA (M&RA) may approve temporary exceptions to this cost threshold and requirements in writing. (paragraph 2-2)
Who can enter an RTW drawing?
The focus population is in-market prospects between 17 and 34 years of age, or enrolled in the 11th grade or higher. (paragraph 2-2)
What is prohibited when Army organizations create marketing brands or logos?
Army activities are prohibited from creating or using their own unique and separate sub-brands, logos, or tag lines, or contracting with separate marketing activities without coordination and approval from the Chief, AEMO. (paragraph 2-7)