A Media MIX Test of Paid Radio Advertising for Armed Services Recruitment. Volume 3. Addendum.

Abstract

This was a test of the effectiveness of paid radio recruiting advertising. The four active military services (Army, Navy, Air Force, Marine Corps) participated. Criterion variables measured were contracts for accession, inquiries by mail, telephone and in person, pre-disposition toward joining a service, awareness and knowledge of specific programs and benefits offered by individual services and awareness of armed forces advertising. (Author)

Open PDF

Document Details

Document Type
Technical Report
Publication Date
Jul 01, 1976
Accession Number
ADA057003

Entities

People

  • Raymond E. Schucker

Tags

DTIC Thesaurus Topics

  • Air Force
  • Contracts
  • Department Of Defense
  • Marine Corps
  • New York
  • Radio Stations
  • Recruiting
  • Security
  • Stations
  • Statistical Analysis
  • Television Stations

Readers

  • Aerospace Test and Evaluation
  • Naval Personnel Management