The Internet offers
the U.S. military a remarkable tool for recruiting. The World Wide
Web allows recruiters and potential recruits to find each other through
both active and passive advertising modes.
This project contends
that the DOD should not limit its advertising efforts to only the target
audience of 18 to 24 year-olds. Parents and educators (opinion leaders)
must also be included in marketing efforts to build support for the military
as a career option for American youth.
This overview employs
effective communication theories to recommend how increased opinion leader
support could improve the acceptability for military careers. Over
time, if the DOD reaches out to these opinion leaders through the Internet,
and other media channels, a better support network for military recruiting
may be created.