Accession Number : ADA207289


Title :   Modeling the Effects of Army Advertising


Descriptive Note : Final rept. Oct 1986-Sep 1987


Corporate Author : BATTELLE COLUMBUS LABS RESEARCH TRIANGLE PARK NC


Personal Author(s) : Howell, Roy D ; Wilcox, James B ; Wilkes, Robert E


Full Text : https://apps.dtic.mil/dtic/tr/fulltext/u2/a207289.pdf


Report Date : Nov 1988


Pagination or Media Count : 104


Abstract : This research was performed to develop and empirically examine a set of prototype behavioral models designed to measure the effects of Army advertising on the decision to enlist in the Army. Data were taken from the Army Communications Objectives Measurement System (ACOMS) project. Psychometric properties of each of the model's components were assessed and parameters of the overall models were estimated using covariance structural modeling. The potential benefits of this approach were examined and recommendations were made for development of future models. Keywords: Advertising; Modeling; Recruitment.


Descriptors :   *ARMY PERSONNEL , *PSYCHOMETRICS , *BEHAVIOR , *ENLISTED PERSONNEL , PROTOTYPES , ARMY EQUIPMENT , COVARIANCE , BENEFITS , STRUCTURAL PROPERTIES , MODELS , DECISION MAKING , MEASUREMENT , COMMUNICATION EQUIPMENT


Subject Categories : Psychology
      Personnel Management and Labor Relations


Distribution Statement : APPROVED FOR PUBLIC RELEASE