Post-High School Choices: Understanding the Differences Between Military Service and Other Options

Abstract

In the marketing literature, brand architecture refers to the relationship of brands to one another, especially the relationship of a parent or corporate brand to products or sub-brands. The application of Brand Architecture to recruit marketing focused primarily on learning how perceptions of military service among youth can help advertisers differentiate military service from other postsecondary options such as working full-time or going to college. A second objective was to examine the more traditional brand architecture problem of how individual Services (Army, Navy, Marines Corps, Air Force, and Coast Guard) can differentiate themselves from each other.

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Document Details

Document Type
Technical Report
Publication Date
Apr 01, 2002
Accession Number
ADA417635

Entities

People

  • Anita R. Lancaster
  • James A. Hoskins
  • James A. Multari
  • Mary E. Strackbein
  • Paul Egli

Organizations

  • Defense Manpower Data Center

Tags

Communities of Interest

  • Materials and Manufacturing Processes

DTIC Thesaurus Topics

  • Air Force
  • Behavior And Behavior Mechanisms
  • Business Administration
  • Coast Guard
  • Commerce
  • Computers
  • Databases
  • Families (Human)
  • Information Science
  • Marketing
  • Organizational Structure
  • Psychological Phenomena And Processes
  • Psychology
  • Recreation
  • Social Psychology
  • Social Sciences
  • Video Games

Readers

  • Government Contracting/Procurement.
  • STEM Education
  • Systems Analysis and Design