Abstracts Category : Other

Add abstract

Want to add your dissertation abstract to this database? It only takes a minute!

Search abstract

Search for abstracts by subject, author or institution

Share this abstract

dissertation.com
on Facebook

Millennials, Generation Z and the US Army Recruiting Efforts: Innovative Approaches to Reach the Newest Generations Yet

by Joel Cabrera

Institution:	Savannah College of Art and Design
Department:
Degree:
Year:	2017
Keywords:	Thesis (M.F.A.) Advertising; Savannah College of Art and Design Department of Advertising
Posted:	2/1/2018 12:00:00 AM
Record ID:	2166407
Full text PDF:	http://ecollections.scad.edu/iii/cpro/DigitalItemViewPage.external?sp=1003864

Abstract

Bibliography: pages 84-87 "This thesis will analyze two of the newest generations, Millennials and Generation Z, with the purpose of understanding the way they interact with advertising in a world where technology and information have influenced their every decision. After the study of both generations and the discovery of key insights, the thesis will guide you through the advertising and recruiting efforts of the U.S. Army from the Civil War. The thesis will explore modifications to the current U.S. Army advertising strategies and concepts to better fit these new target audiences that will be coming of age in the next few years. Following that will be brand new recommendations for experiential, virtual, and social concepts that are specifically designed to engage and motivate these new generations." Keywords: us army, advertising, marketing, recruiting, creative direction, copywriting, art direction, creative thinking, design thinkingAdvisors/Committee Members: CHAIR: Bazil, Mark Alan, Distel, Arlene, Ulichney, Mick.