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| Author: | Miller, S.A. Clinton, M.S. Camey, J.P. |
| Title: | The relationship of motivators, needs, and involvement factors to preferences for military recruitment slogans |
| Journal: | Journal of Advertising Research
2007 : MAR, VOL. 47:1, p. 66-78 |
| Index terms: | slogans recruitment motivation |
| Freeterms: | military |
| Language: | eng |
| Abstract: | This paper discusses whether individuals with preferences for certain military recruitment slogans can be identified by characteristic factors for motivation, needs, and involvement. The study suggests that military recruitment slogans should be designed in a way that they appeal to potential recruits who exhibit characteristic that suggest they would find military service suitable. The slogans need to appeal to the needs of the desired target segment. |
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