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The Army Communications Objectives Measurement System (ACOMS): Annual Report, School Year 86/87

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Interim rept. Oct 86-Jun 87,

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This paper presents results on a trends in key indicators of Army advertising effectiveness b the distinctive images of the Army, its components and other services c preliminary assessments of the Armys market segmentation strategy d the viewing habits of 16- to 24-year-old American youth e exposure to Army advertising f recall of Army advertising g knowledge of Army offers and benefits and h career choice and enlistment behaviors of the youth market. Interviews reported in this paper were conducted from October 1986 through June 1987. Samples were drawn monthly by random digit dialing RDD procedures. The sample were weighted to the eligible U.S. population on a quarterly basis. Household screenings to identify eligible respondents were completed in 83.4 of sampled households. The combined response rate was 63.3, yielding a total of 6,774 youth interviews. The Army Communications Objectives Measurement System ACOMS survey is a multiyear telephone survey of a nationally representative sample of 16- to 24-year-old American youth and their parents. The survey tracks changes in perceptions, attitudes, and behaviors relevant to Army advertising. Data are being collected continuously through the year, using computer assisted telephone interviewing CATI technology. The 30-minute interview asks youth about their responses to Army advertising, media habits, career plans, and various demographic characteristics. Parents of selected 16- to 20-year-old respondents, who meet certain eligibility requirements, are also being interviewed on parallel topics.

Subject Categories:

  • Psychology
  • Personnel Management and Labor Relations

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