Accession Number:

ADA123031

Title:

Army Public Service Advertising.

Descriptive Note:

Master's thesis,

Corporate Author:

ARMY MILITARY PERSONNEL CENTER ALEXANDRIA VA

Personal Author(s):

• MacKenzie,Bob D.

Report Date:

1982-12-01

Pagination or Media Count:

126.0

Abstract:

This study includes investigation of public service advertising programs among California Army components and a mailed-questionnaire survey of California broadcasters. Purpose was to ascertain current status of public service advertising efforts of Army components and to balance those findings with results of the statewide broadcasting survey. Overall objective of the research was to determine whether public service advertising was being used to accomplish Army publicity goals. Results of the investigation show each component plans, produces, and distributes its messages independently of the others. Only the National Guard, banned from using paid advertising, conducts an effective, comprehensive public service advertising program. Program managers preferred announcements over continuing-series public service programs. Station program managers of AM and FM and television were about evenly distributed in preferring local, general, or combination focus messages.

Descriptors:

• *PUBLIC RELATIONS
• METHODOLOGY
• THESES
• RADIO BROADCASTING
• SURVEYS
• ARMY OPERATIONS
• QUESTIONNAIRES
• COMMERCIAL COMMUNICATIONS
• TELEVISION STATIONS

Subject Categories:

• Administration and Management

Distribution Statement:

APPROVED FOR PUBLIC RELEASE