scope:

Purpose

This regulation prescribes the responsibilities, objectives, policies, and procedures for the U.S. Army Marketing Program and the Army Trademark and Licensing Program (ATLP). It governs the marketing operations that provide the necessary activities, institutions, and processes to create, deliver, and analyze the effectiveness of marketing content to enable the Army to access and retain personnel with talents that best meet the U.S. Army's missions. This includes marketing activities that support Regular Army, Army National Guard (ARNG), U.S. Army Reserve (USAR), Special Mission recruiting (to include Chaplain, Judge Advocate General Corps, U.S. Army Special Operations Forces (ARSOF), Army Medical Corps, and other similar missions) as well as Department of the Army (DA) Civilians. This regulation further defines Army policy and prescribes Army procedures for the proper use of the Army's logos, tag lines, and elements of its trademarks by Army organizations.