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Navy Advertising: Targeting Generation Z

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Technical Report

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Naval Postgraduate School Monterey United States

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This study recommends improvements for Navy advertising efficiency by examining characteristics of recruits defined as Generation Z. Data gathered from five waves of the New Recruit Survey covering September 2012 to April 2015 were separated into two groups by age, with ages 1721 representing Generation Z recruits and those over 21 as the Other generation. Four main analysis questions centered on parental influences, social media habits, and advertisements received or viewed by the recruits. Our research found that Generation Z places a high value on parental input, suggesting that advertising directly to parents may be a viable option. The research also showed that recruits recall seeing Navy advertisements on television and on the Internet far more than on any other medium all new recruits, on average, consume advertising media the same way across different formats print readership mediums such as newspaper, magazine, and book seems to be declining over time. Further research should continue to use the New Recruit Survey and link responses to the Navys 3C1L Recruiting and Advertising budget.

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