¶ … Sports-Related Military Recruiting Initiatives Today
armed forces have traditionally had a lot to offer for new entrants into the job market, but in recent months, these benefits have increasingly been insufficient to sell the idea of military service to young people during a time of war. In response to this shortfall in recruiting levels, military recruiters have resorted to a number of alternative approaches to marketing military service as a viable option to qualified candidates. To determine the current initiatives being used by military recruiters today, this paper will provide a review of the military's use of sports, specifically racing such as NASCAR and NHRA for recruiting purposes. An examination of the effectiveness, associated costs, and the history of these sports-related initiatives will be followed by a summary of the research and an assessment of current and future trends in the conclusion.
Review and Discussion
Background and Overview.
At a time when the United States is trying to wage an increasingly unpopular war on terrorism on a number of fronts, particularly in far-away Afghanistan and Iraq, many young people are apparently thinking twice though about enlisting in the military service today. Recruitment quotas for almost all of the military services are dropping, with the National Guard representing the biggest concern with a 30% decline in recruiting for the months of October and November 2004 (Nevius, 2005). The regular Army has managed to meet its enlistment goals; however, this achievement has come at a high cost. "The Army has added 1,000 recruiters -- for a total of 7,000 across the country -- and two years ago doubled its advertising spending, to $592 million. Standards for incoming recruits have been lowered for the first time since 1998, and benefits and signup bonuses have been increased" (Nevius, 2005, p. B-1). Perhaps one of the most visible responses to the lagging enlistment rates has been the military's use of sports-related sponsorships to bring their message to their key demographic target: enlistment-aged young people.
Sports-Related Recruiting Initiatives.
The National Association for Stock Car Racing (NASCAR) is one of the fastest-growing spectator sports in the world today, and enjoys one...
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