dc.contributor.advisor | Heiman, Suzette | eng |
dc.contributor.author | Duncan, Kristen D. | eng |
dc.coverage.spatial | United States | eng |
dc.date.issued | 2010 | eng |
dc.date.submitted | 2010 Spring | eng |
dc.description | Title from PDF of title page (University of Missouri--Columbia, viewed on June 7, 2010). | eng |
dc.description | The entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file. | eng |
dc.description | Thesis advisor: Suzette Heiman. | eng |
dc.description | M.A. University of Missouri--Columbia 2010. | eng |
dc.description.abstract | Since the U.S. Air Force's inception in 1946, even after 60 years of air superiority and dominance, the Air Force struggles to find a recognizable image and identity among the five services, to include the U.S. Army, Navy, Marine Corps and Coast Guard. The AF dominates air, space and cyberspace, yet its "brand" has never reached audiences as well as the Marine Corps or Army. As an AF public affairs officer, the purpose of this thesis is to examine the messages portrayed in the marketing campaign "Above All" and determine if the central AF themes were showcased, then propose a slogan and test it through qualitative analysis via semi-structured interviews and survey. This is intended as an exploratory study to better understand how to brand the AF. Results will show the Air Force first has to develop its organizational identity and stick with an integrated marketing campaign for the long-term. | eng |
dc.description.bibref | Includes bibliographical references | eng |
dc.format.extent | v, 68 pages | eng |
dc.identifier.merlin | b77768504 | eng |
dc.identifier.oclc | 647786719 | eng |
dc.identifier.uri | http://hdl.handle.net/10355/8068 | |
dc.identifier.uri | https://doi.org/10.32469/10355/8068 | eng |
dc.language | English | eng |
dc.publisher | University of Missouri--Columbia | eng |
dc.relation.ispartofcommunity | University of Missouri-Columbia. Graduate School. Theses and Dissertations. Theses. 2010 Theses | eng |
dc.rights | OpenAccess. | eng |
dc.rights.license | This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License. | |
dc.subject.lcsh | DLC -- eng -- DLC | eng |
dc.subject.lcsh | United States -- Air Force | eng |
dc.subject.lcsh | Corporate image | eng |
dc.subject.lcsh | Marketing | eng |
dc.subject.lcsh | Military service, Voluntary | eng |
dc.title | Wingman, warrior, airman : branding the U.S. Air Force | eng |
dc.type | Thesis | eng |
thesis.degree.discipline | Journalism (MU) | eng |
thesis.degree.grantor | University of Missouri--Columbia | eng |
thesis.degree.level | Masters | eng |
thesis.degree.name | M.A. | eng |