Accession Number : ADA113492

Title :   The Effects of Mass Media Advertising on U.S. Army Recruiting.

Descriptive Note : Final rept.,


Personal Author(s) : Mirelson,Robert N

Full Text :

Report Date : 16 Mar 1982

Pagination or Media Count : 13

Abstract : The purpose of this study was the evaluation of the Army advertising program for FY 81. A sample of 300 Army recruits was utilized to determine what attitudes the individuals possessed and if they were affected by mass media messages. In the sample studied, the proper audience was targeted and recruited. Somewhere in the recruitment process, prospects received satisfaction that their wants and needs would be fulfilled by enlisting in the army. A large portion of the sample was motivated enough by Army advertisements to seek further information about the Army, and an even larger portion was directly motivated to enlist. Also, the Army appeared to have a good corporate image among new recruits. It was concluded the Fy 81 advertising program was successful, but further research was required to determine the wide range of effects of Army advertising. (Author)

Descriptors :   *Recruiting , *Mass media , *Army operations , Recruits , Army personnel , Careers , Decision making , Public relations , Motivation , Attitudes(Psychology) , Perception , Enlisted personnel , Operational effectiveness , Data acquisition , Questionnaires , Theses

Subject Categories : Administration and Management
      Personnel Management and Labor Relations

Distribution Statement : APPROVED FOR PUBLIC RELEASE