Modeling the Effects of Army Advertising

Abstract

This research was performed to develop and empirically examine a set of prototype behavioral models designed to measure the effects of Army advertising on the decision to enlist in the Army. Data were taken from the Army Communications Objectives Measurement System (ACOMS) project. Psychometric properties of each of the model's components were assessed and parameters of the overall models were estimated using covariance structural modeling. The potential benefits of this approach were examined and recommendations were made for development of future models. Keywords: Advertising; Modeling; Recruitment.

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Document Details

Document Type
Technical Report
Publication Date
Nov 01, 1988
Accession Number
ADA207289

Entities

People

  • James B. Wilcox
  • Robert E. Wilkes
  • Roy D. Howell

Organizations

  • Battelle Memorial Institute

Tags

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  • Biomedical

DTIC Thesaurus Topics

  • Business Administration
  • Classification
  • Covariance
  • Data Science
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  • Factor Analysis
  • Human Behavior
  • Information Science
  • Manpower
  • Military Research
  • Regression Analysis
  • Social Sciences
  • Statistical Analysis
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