Modeling the Effects of Army Advertising
Final rept. Oct 1986-Sep 1987
BATTELLE COLUMBUS LABS RESEARCH TRIANGLE PARK NC
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This research was performed to develop and empirically examine a set of prototype behavioral models designed to measure the effects of Army advertising on the decision to enlist in the Army. Data were taken from the Army Communications Objectives Measurement System ACOMS project. Psychometric properties of each of the models components were assessed and parameters of the overall models were estimated using covariance structural modeling. The potential benefits of this approach were examined and recommendations were made for development of future models. Keywords Advertising Modeling Recruitment.
- Personnel Management and Labor Relations