Ketchum to study AAFES' marketing

DALLAS: A group that runs military stores on bases has hired Ketchum to study its image and evaluate its marketing and communications functions.

DALLAS: A group that runs military stores on bases has hired Ketchum to study its image and evaluate its marketing and communications functions.

Based in Dallas, the Army and Air Force Exchange Service (AAFES) runs 1,600 retail and clothing stores worldwide, open to military personnel and their families. While the AAFES is a military command and part of the US government, it is self-supporting, and spends profits on quality-of-life programs for military families.

The RFP sought an agency to gauge customer perceptions, perform a communications audit, and recommend ways to improve the AAFES' image. The contract, which does not include campaign execution, is believed to be worth $500,000.

Neither party would comment.

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