A Cross-Sectional Comparison of Army Advertising Attributes

Abstract

This research examined the advertising attribute items from the New Recruit Survey (NRS), Recruit Experience Tracking Survey (RETS), and the Army Communications Objectives Measurement Survey (ACOMS). The data analyzed were collected from 1986 to 1989. The attribute items asked respondents for their perceptions of various opportunities offered by the Army. Factor analyses resulted in three factors for the NRS, two for the RETS, and one for six of the eight ACOMS samples. The common factors found related to self-improvement and work/education. Mean comparisons within each survey found that respondents perceived self-improvement attributes and money for education as greater opportunities than aspects of work. Comparisons across surveys found that new soldiers (NRS) perceived greater Army opportunities than experienced soldiers (RETS) and youth (ACOMS). The youth sample perceived more Army opportunities than experienced soldiers. Issues concerning inflated expectations of new soldiers, the different frames of reference employed by each sample, and the appropriateness of the items are presented.

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Document Details

Document Type
Technical Report
Publication Date
Nov 01, 1990
Accession Number
ADA233737

Entities

People

  • Todd A. Baker

Organizations

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

Tags

DTIC Thesaurus Topics

  • Air Force
  • Army Personnel
  • Business Administration
  • Classification
  • Education
  • Enlisted Personnel
  • Factor Analysis
  • Management Personnel
  • Marine Corps
  • Military Research
  • Motivation
  • National Guard
  • Plastic Explosives
  • Recruiting
  • Recruits
  • Security
  • Training

Fields of Study

  • Psychology

Readers

  • Gender and Food Studies
  • Military Leadership and Professional Education.
  • Naval Personnel Management