Accession Number:

ADA274260

Title:

Military Advertising Awareness and Effectiveness: Findings from the 1991 Youth Attitude Tracking Study

Descriptive Note:

Corporate Author:

HUMAN RESOURCES RESEARCH ORGANIZATION ALEXANDRIA VA

Report Date:

1993-10-01

Pagination or Media Count:

65.0

Abstract:

This report examines data from the 1991 Youth Attitude Tracking Study YATS survey concerning youth awareness of military advertising. It was designed to aid in determining the effectiveness of military 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 term of pertinent demographic characteristics. The demographics included gender, age, school status, estimated quality, propensity to enlist into the military, raceethnicity, geographic region and area of residence, 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 CATI are used to collect information. CATI presents questions on a computer screen for the interviewer, 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 data entries during the interview. A key measure i

Subject Categories:

  • Sociology and Law
  • Personnel Management and Labor Relations
  • Military Forces and Organizations

Distribution Statement:

APPROVED FOR PUBLIC RELEASE