Four Years of Media Habits: Implications for U.S. Army Advertising to the Prime Market

Abstract

This report identifies the media sources Army enlistees were most likely to be exposed to, thereby providing a post hoc assessment of media outlets most fruitful for Army advertising. It also provides information on the media habits of a sample of buyers of Army advertising that might be compared to the media habits of the general youth market. The comparison might also be useful in determining Army advertising strategies and policies. This report covers 4 years of data from the New Recruit Survey that focuses on recruits' media habits. Media items are analyzed by entry test score categories, sex, ethnicity, region, age, and level of education at contracting, with emphasis on identifying the media habits of prime or quality recruits. Keywords: Media habits, Magazines, Television, Advertising, Radio, U.S. Army recruits. (sdw)

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Document Details

Document Type
Technical Report
Publication Date
Dec 01, 1988
Accession Number
ADA207560

Entities

People

  • Jo-ellen Asbury

Organizations

  • U.S. Army Research Institute for the Behavioral and Social Sciences

Tags

Communities of Interest

  • Human Systems

DTIC Thesaurus Topics

  • Anthropology
  • Classification
  • Contracts
  • Data Sets
  • Education
  • Enlisted Personnel
  • Ethnic Groups
  • Hispanics
  • Identification
  • Materials
  • Military Research
  • Newspapers
  • Periodicals
  • Recruiting
  • Recruits
  • Security
  • Social Sciences

Readers

  • Aquatic Ecology
  • Government Contracting/Procurement.
  • Psychometric Testing or Psychological Assessment.