Accession Number:

ADA021219

Title:

Retaining the Young Guardsman: A North Carolina Study of Media Use and Advertising Effectiveness.

Descriptive Note:

Final rept. Mar 74,

Corporate Author:

NATIONAL GUARD BUREAU WASHINGTON D C

Personal Author(s):

• Shaw,Donald L.

Report Date:

1975-09-01

Pagination or Media Count:

23.0

Abstract:

This study employed survey technique to determine 1 The media used by a small sample of North Carolina Army Guardsmen, 2 what advertising themes used by the National Guard appear most successful in reaching those already in the Guard, and 3 what media are most successful in carrying selected advertising themes.

Descriptors:

• *NATIONAL GUARD
• *REENLISTMENT
• ATTITUDES(PSYCHOLOGY)
• ENLISTED PERSONNEL
• TELEVISION SYSTEMS
• SURVEYS
• RETENTION(GENERAL)
• COMMUNICATION AND RADIO SYSTEMS
• MOTIVATION
• QUESTIONNAIRES
• PERIODICALS
• MASS MEDIA
• NEWSPAPERS
• YOUTH

Subject Categories:

• Personnel Management and Labor Relations

Distribution Statement:

APPROVED FOR PUBLIC RELEASE