Preliminary Evaluation of the Effectiveness of Air Force Advertising.
Abstract
The Airman Enlistment Questionnaire was administered to a sample of non prior-service enlistees, 1,667 males and 300 females. Analysis of the responses shows: Educational opportunity is the strongest motivator for enlisting in the Air Force; there is an indication that Air Force advertising should make different appeals to men and women; and Air Force radio programs are not reaching a large number of the desired population. Relationships between these and other variables will be examined in a more comprehensive study involving approximately 12,000 subjects. (Author)
Document Details
- Document Type
- Technical Report
- Publication Date
- Jan 01, 1974
- Accession Number
- AD0775049
Entities
People
- Alan E. Michelson
- Bart M. Vitola
- Cecil J. Mullins
- John D. Williams
Organizations
- Brooks Air Force Base