Combining the continued threat of the Global War on Terrorism (GWOT) and the changing attitudes of the present youth market, can the U.S. Army meet its recruitment goals in the upcoming years? This study examines the validity of the United States Army Recruiting Command's (USAREC) current advertising and recruiting campaign. Paramount to discovery is the efficacy of the message and of recruiter training. If either or both send mixed, unappealing, or confusing signals, recruiting will suffer. Meeting recruitment goals is the primary motivation for any advertising campaign just as it is in the Army; therefore, USAREC must effectively target its advertising and training in order to meet recruiting goals throughout the first decade of the twenty-first century and beyond. To understand the current generation, it is important to know the background of previous generations as each generation is influenced by another. This being said, a review of the last five generational cohorts: G.I., Silent, Baby Boomers, Generation X, and Generation Y (referred to as Millennials throughout this paper) explains commonalities and differences in generations as they pertain to military or nonmilitary service. This thesis demonstrates that USAREC is leveraging its knowledge of the youth market through advertising and training. Even though recruiting numbers may wane from time to time, the overall messages are parallel to perceived goals, traits, and desires of the Millennial Generation. USAREC correctly adapted its advertising campaigns and must focus recruiter training on learning who the Millennials are.
This work has been selected by scholars as being culturally important, and is part of the knowledge base of civilization as we know it. This work was reproduced from the original artifact, and remains as true to the original work as possible. Therefore, you will see the original copyright references, library stamps (as most of these works have been housed in our most important libraries around the world), and other notations in the work.
This work is in the public domain in the United States of America, and possibly other nations. Within the United States, you may freely copy and distribute this work, as no entity (individual or corporate) has a copyright on the body of the work.
As a reproduction of a historical artifact, this work may contain missing or blurred pages, poor pictures, errant marks, etc. Scholars believe, and we concur, that this work is important enough to be preserved, reproduced, and made generally available to the public. We appreciate your support of the preservation process, and thank you for being an important part of keeping this knowledge alive and relevant.
外文書商品之書封，為出版社提供之樣本。實際出貨商品，以出版社所提供之現有版本為主。部份書籍，因出版社供應狀況特殊，匯率將依實際狀況做調整。
無庫存之商品，在您完成訂單程序之後，將以空運的方式為你下單調貨。為了縮短等待的時間，建議您將外文書與其他商品分開下單，以獲得最快的取貨速度，平均調貨時間為1~2個月。
為了保護您的權益，「三民網路書店」提供會員七日商品鑑賞期(收到商品為起始日)。
若要辦理退貨，請在商品鑑賞期內寄回，且商品必須是全新狀態與完整包裝(商品、附件、發票、隨貨贈品等)否則恕不接受退貨。
