Military Advertising Awareness and Effectiveness: Findings from the 1990 Youth Attitude Tracking Study
Final Rept., Dec 90 - Feb 91,
HUMAN RESOURCES RESEARCH ORGANIZATION ALEXANDRIA VA
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This report examines data from the 1990 Youth Attitude Tracking Study YATS survey concerning youth awareness of military advertising. It was designed to help answer the question, How effective is advertising Data Regarding Service advertising awareness levels, slogan recognition, reactions to receipt of Service literature, and actions taken by young people to seek information about the military were analyzed in terms of pertinent demographics, advertising exposure, and military perceptions. The demographics included gender, age, school status, estimated quality, composite active propensity, race-ethnicity, geographic region, and employment status. YATS is an annual survey of approximately 10,000 men and women, aged 16-24. Respondents are identified through random selection of telephone numbers, and computer-assisted telephone interviews CATIs are used to collect information. CATI presents questions on a computer screen to the interviewer to read over the telephone, and interviewers type responses into a database as the interview is being conducted. This technology eliminates inappropriate questions based on a respondents earlier answers and identifies inconsistent responses during the interview. A key measure in YATS is self-reported enlistment propensity. The measure is based on a series of questions asking the likelihood the respondent will be in the Army, Navy, Air Force, or Marine Corps in the next few years. Respondents indicating they will definitely or probably be on active duty in one of these Services are said to have positive propensity. Others are said to have shown negative propensity.
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