"From a marketing point of view, you don't introduce new products in August," explained then-White House chief of staff Andrew Card in September 2002, in answer to queries about why the administration of George W Bush had not launched its campaign to rally public opinion behind invading Iraq earlier in the summer.
And while it's only July - and less than a month after the United Nations, the European Union and the US Congress approved new economic sanctions against Iran - a familiar clutch of Iraq war hawks appear to be preparing the ground for a major new campaign to rally public opinion behind military action against the Islamic Republic.
Barring an unexpected breakthrough on the diplomatic front, that campaign, like the one eight years ago, is likely to move into high gear this autumn, beginning shortly after the Labor Day holiday on September 6, that marks the end of the summer vacation.
By the following week, the November mid-term election campaign will be in full swing, and Republican candidates are expected to make the charge that Democrats and President Barack Obama are "soft on Iran" their top foreign policy issue. In any event, veterans of the Bush administration's pre-Iraq invasion propaganda offensive are clearly mobilizing their arguments for a similar effort on Iran, even suggesting that the timetable between campaign launch and possible military action - a mere six months in Iraq's case - could be appropriate.
"By the first quarter of 2011, we will know whether sanctions are proving effective," wrote Bush's former national security adviser Stephen Hadley and Israeli Brigadier General Michael Herzog in a paper published this month by the Washington Institute for Near Policy (WINEP), a think-tank closely tied to the American Israel Public Affairs Committee (AIPAC).
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