Accession Number : ADA233737


Title :   A Cross-Sectional Comparison of Army Advertising Attributes


Descriptive Note : Final rept. Jan 1986-Dec 1989


Corporate Author : ARMY RESEARCH INST FOR THE BEHAVIORAL AND SOCIAL SCIENCES ALEXANDRIA VA


Personal Author(s) : Baker, Todd A


Full Text : https://apps.dtic.mil/dtic/tr/fulltext/u2/a233737.pdf


Report Date : Nov 1990


Pagination or Media Count : 46


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.


Descriptors :   *ARMY PERSONNEL , *SURVEYS , *RECRUITS , MEASUREMENT , COMPARISON , TRACKING , FACTOR ANALYSIS , YOUTH , ARMY , CROSS SECTIONS , ARMY EQUIPMENT , COMMUNICATION EQUIPMENT , EDUCATION


Subject Categories : Psychology
      Personnel Management and Labor Relations


Distribution Statement : APPROVED FOR PUBLIC RELEASE