The advertising and promotion problems of companies engaged in military research and development

Never before in history has government-sponsored scientific research and development been such a critical factor in shaping the military, political and economic programs of major countries as it is today. Even the population masses, normally aware of only the more spectacular achievements such as jet engines, radar, atomic bombs and polio vaccine, have been deeply impressed and profoundly moved by the programs of the United States and the Soviet Union in developing missiles and satellites which have pushed the world into the highly accelerated Space Age. Practically all United States Space Age achievements are made possible by a vast enterprise financed by the federal government--research and development of new weapons and military equipment. This program received a much-needed shot-in-the-arm in the fall of 1956 shortly after the Russians successfully placed two space satellites into orbit. While it is indeed fortunate that the American people are willing to pay for a rapidly-growing military research program, money alone will not solve all the difficulties plaguing the research and development effort. Some of the more serious obstacles are the interface problems between the buyer (United States Government) and the seller (scientific and industrial organizations). Of these, several problems in the general area of communications prevent contract research and development from being the efficient and mutually-satisfactory business operation it might otherwise be. The aim of this thesis is to examine certain aspects of the pre-contract and contracting phases of research and development--particularly the advertising and promotion problems of commercial research firms or divisions seeking new business with the Department of Defense.