Accession Number : ADA229135


Title :   Media Use Patterns of Young Men: Findings from the Youth Attitude Tracking Study 2


Corporate Author : DEFENSE MANPOWER DATA CENTER ALEXANDRIA VA


Personal Author(s) : Fountain, Douglas L ; Bray, Robert M ; Sotolongo, David M ; Waitman, Melodie A


Full Text : https://apps.dtic.mil/dtic/tr/fulltext/u2/a229135.pdf


Report Date : Aug 1990


Pagination or Media Count : 67


Abstract : This report describes media use patterns of young men for television, radio, newspapers, and magazines. Data were drawn from the 1989 Youth Attitude Tracking Study/Alternate Questionnaire Study (YATS/AQS), a 20-minute computer- assisted telephone interview (CATI) with a probability-based sample of 476 men aged 16 to 21. Correlations were computed to examine the relationship of advertising awareness and media use to assess if higher levels of media use were reflected in greater advertising awareness. Results showed small correlations (. 15 or less), indicating weak relationships between the awareness of advertising and the use of media. Data on recall messages, however, showed high awareness of military advertising for television (81%) and magazines (53%), but lower awareness for radio (32%) and newspapers (19%). These same patterns held for those with enlistment interest and those higher grades. These data suggest that awareness of military advertising may be higher grades. These suggest that awareness of military advertising may be high and that, part of the advertising message about the military is reaching your men.


Descriptors :   *YOUTH , *MEDIA , *PUBLIC OPINION , *AWARENESS , *RECRUITING , LOW STRENGTH , NEWSPAPERS , RECALL , MESSAGE PROCESSING , PATTERNS , CORRELATION , ATTITUDES(PSYCHOLOGY) , INDICATORS


Subject Categories : Administration and Management
      Personnel Management and Labor Relations
      Radio Communications


Distribution Statement : APPROVED FOR PUBLIC RELEASE