The Relationship of Motivators, Needs, and Involvement Factors to Preferences for Military Recruitment Slogans
Sylvia A. MillerCameron UniversityM. Suzanne ClintonUniversity of Central Oklahoma College of Business AdministrationJohn P. CameyUniversity of Central Oklahoma College of Business AdministrationFor nearly a century, the U.S. military has employed slogans to attract recruits. Today, such recruitment slogans are the creation of advertising professionals employed in independent advertising agencies. Some slogans have proven to be so successful as to become almost synonymous with the military itself; others have been short-lived. A case in...