Enlisting Madison Avenue extracts lessons from business practices and adapts them to U.S. military efforts in a unique approach to shaping the attitudes and behavior of local populations in a theater of operations. Foremost among these lessons are the concepts of branding, customer satisfaction, and segmentation of the target audience, all of which serve to maximize the impact and improve the outcome of U.S. shaping efforts.

Describes the known precipitants of combat stress reaction, its battlefield treatment, and the preventive steps commanders can take to limit its extent and severity. Combat stress casualties can severely reduce unit strength, and these types of losses may be accentuated during operations in cities. Commanders and NCOs need to have the skills to treat and prevent stress casualties and understand their implications for urban operations. The authors review the known precipitants of combat stress reaction, its battlefield treatment, and the preventive steps commanders can take to limit its extent and severity.