Total Marketing: A Study of Image

Abstract

Qualitative research methods--individuals interviews, projective techniques, and focus groups--are applied to study the impact of the recruiting process on the recruits' images of the Army. The recruiting experiences (the stations, personnel, decor, MEPS, etc.) are shown to have significant meanings. The analysis indicates that the process makes recruits more realistic in their perceptions. It highlights the special influence of the recruiters, and suggests that advertising and the recruiting experience might be better integrated.

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Document Details

Document Type
Technical Report
Publication Date
Aug 01, 1990
Accession Number
ADA231983

Entities

People

  • Bobby J. Calder
  • Sidney J. Levy

Tags

Communities of Interest

  • Biomedical
  • Human Systems

DTIC Thesaurus Topics

  • Air Force
  • Army Personnel
  • Basic Training
  • Education
  • Employment
  • Enlisted Personnel
  • Instructors
  • Management Personnel
  • Materials
  • Military Personnel
  • Military Science
  • Personnel Management
  • Recruiting
  • Recruits
  • Students
  • Training
  • United States

Readers

  • Computer Vision.
  • Naval Personnel Management
  • Theoretical Analysis.