A Media Mix Test of Paid Radio Advertising for Armed Services Recruitment. Volume I.

Abstract

The Department of Defense has not employed paid broadcast advertising in support of military recruiting since 1971. In the meantime the military services have developed their advertising media plans without access to either radio or television advertising except on a public service basis. In 1975 the Office of The Secretary of Defense (OSD) began an analysis of the relative effectiveness of paid broadcast advertising in support of the All Volunteer Force. The first step was a study of the cost efficiency of including paid broadcast in service advertising media schedules. In this instance efficiency was evaluated in terms of physical exposure to the target audience. The technique employed was an analysis of audience ratings to determine the relative costs of various media in accumulating reach and frequency of exposure among the target audience.

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Document Details

Document Type
Technical Report
Publication Date
May 01, 1976
Accession Number
ADA057262

Entities

People

  • Raymond E. Schucker

Tags

Communities of Interest

  • Biomedical

DTIC Thesaurus Topics

  • Air Force
  • Analysis Of Variance
  • Consistency
  • Consumers
  • Data Science
  • Databases
  • Department Of Defense
  • Experimental Design
  • Factor Analysis
  • Information Science
  • Joining
  • Marine Corps
  • Standards
  • Statistical Analysis
  • Statistical Tests
  • Statistics
  • Surveys

Fields of Study

  • Psychology

Readers

  • International Journalism and Media Studies.
  • Military Mobilization and Reserve Forces Studies.
  • Systems Analysis and Design