The Relationship of Motivators, Needs, and Involvement Factors to Preferences for Military Recruitment Slogans

This study examined whether individuals with preferences for certain military recruitment slogans can be identified by characteristic factors for motivation, needs, and involvement.

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 Administration

For 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...

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