Accession Number:

ADA231983

Title:

Total Marketing: A Study of Image

Descriptive Note:

Final rept. Aug 1989-Aug 1990,

Corporate Author:

HUMRRO INTERNATIONAL INC ALEXANDRIA VA

Personal Author(s):

Report Date:

1990-08-01

Pagination or Media Count:

87.0

Abstract:

Qualitative research methods--individuals interviews, projective techniques, and focus groups--are applied to study the impact of the recruiting process on the recruits images of the Army. The recruiting experiences the stations, personnel, decor, MEPS, etc. are shown to have significant meanings. The analysis indicates that the process makes recruits more realistic in their perceptions. It highlights the special influence of the recruiters, and suggests that advertising and the recruiting experience might be better integrated.

Subject Categories:

  • Personnel Management and Labor Relations

Distribution Statement:

APPROVED FOR PUBLIC RELEASE