The Effects of Mass Media Advertising on U.S. Army Recruiting.

Abstract

The purpose of this study was the evaluation of the Army advertising program for FY 81. A sample of 300 Army recruits was utilized to determine what attitudes the individuals possessed and if they were affected by mass media messages. In the sample studied, the proper audience was targeted and recruited. Somewhere in the recruitment process, prospects received satisfaction that their wants and needs would be fulfilled by enlisting in the army. A large portion of the sample was motivated enough by Army advertisements to seek further information about the Army, and an even larger portion was directly motivated to enlist. Also, the Army appeared to have a good corporate image among new recruits. It was concluded the Fy 81 advertising program was successful, but further research was required to determine the wide range of effects of Army advertising. (Author)

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Document Details

Document Type
Technical Report
Publication Date
Mar 16, 1982
Accession Number
ADA113492

Entities

People

  • Robert N. Mirelson

Tags

Communities of Interest

  • Biomedical
  • Weapons Technologies

DTIC Thesaurus Topics

  • Army Personnel
  • Data Processing
  • Department Of Defense
  • Employment
  • Enlisted Personnel
  • Journalism
  • Management Personnel
  • Mass Media
  • Military Personnel
  • New York
  • Personnel Management
  • Public Relations
  • Recruiting
  • Recruits
  • Students
  • Surveys
  • United States

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  • Systems Analysis and Design