Accession Number:

AD0752064

Title:

A Survey of Advertising Awareness and Enlistment Planning by Recent Enlistees in the Armed Services

Descriptive Note:

Final rept.

Corporate Author:

MATHEMATICA INC PRINCETON NJ CONSULTING AND RESEARCH DIV

Personal Author(s):

Report Date:

1972-10-17

Pagination or Media Count:

93.0

Abstract:

A sample of recent enlistees for all the services was interviewed at four AFEES centers. Questions were asked about awareness of advertising and the planning for their recent enlistment decision. Advertising awareness included specific copy point recall, slogan identification, believability of advertising, and recall of advertising media. Enlistment planning questions included types of recruiter contacts with the various services, second choice of service, when the enlistment decision was made and reasons for choice of service. From the data developed, analyses were made on the effectiveness of recent advertising and recruiting, planning patterns of enlistees, and possible advertising strategies. Author

Subject Categories:

  • Personnel Management and Labor Relations

Distribution Statement:

APPROVED FOR PUBLIC RELEASE