Military Advertising Awareness and Effectiveness: Findings from the 1991 Youth Attitude Tracking Study
Abstract
This report examines data from the 1991 Youth Attitude Tracking Study (YATS) survey concerning youth awareness of military advertising. It was designed to aid in determining the effectiveness of military advertising. Data regarding Service advertising awareness levels, slogan recognition reactions to receipt of Service literature, and actions taken by young people to seek information about the military were analyzed in term of pertinent demographic characteristics. The demographics included gender, age, school status, estimated quality, propensity to enlist into the military, race/ethnicity, geographic region and area of residence, and employment status. YATS is an annual survey of approximately 10,000 men and women, aged 16-24. Respondents are identified through random selection of telephone numbers, and computer-assisted-telephone- interviews (CATI) are used to collect information. CATI presents questions on a computer screen for the interviewer, and interviewers type responses into a database as the interview is being conducted. This technology eliminates inappropriate questions based on a respondent's earlier answers and identifies inconsistent data entries during the interview. A key measure i
Document Details
- Document Type
- Technical Report
- Publication Date
- Oct 01, 1993
- Accession Number
- ADA274260
Entities
People
- Brian K. Waters
- Jeffrey D. Barnes
- Pat Lerro
Organizations
- Human Resources Research Organization