Recruiting Campaigns: How Advertising and Training Target the Millennial Generation

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...