Using the techniques of internet advertising for a perception offensive in information warfare

Document Type

Conference Proceeding


Faculty of Business and Public Management


School of Business




Velichkovich, D.(2001). Using the techniques of internet advertising for a perception offensive in information warfare. In: Hutchinson, W., Warren, M., & Burn, J. (Eds.). Survival in the e-conomy: 2nd Australian information warfare & security conference 2001. Churchlands, Australia: School of Management Information Systems, Edith Cowan University.


The topic of Information Waifare is currently focussed on networks and information systems as applied within the realm of military conflict. When mounting a Perception Management offensive the military are still reliant on a broadcasting model. The military, currently, do not take into account the effectiveness of Internet technologies, and the Internet. There are parallels to be drawn between implementing a Perception Management offensive during military conflict and the development of a traditional advertising campaign for a product or service. In both instances, the focus is on the development of the message content by the Perception Moulder and the delivery of messages in a "one-to-many" or broadcasting format. However, the techniques used in Internet advertising implement a process defined as narrowcasting to deliver the message. Internet advertising has the ability for the advertising message to be customized and pinpointed (narrow cast) to an individual, thus operating via a "one-to one" method. Using the Internet as a medium, and in particular, the techniques used in Internet advertising, can, in turn, deliver an efficient Perception Offensive within the Information Warfare paradigm. This was proven by the Serbian Military's perception management offensive deployed during the Bosnian and Kosovo conflicts.