Evaluation of Military Service Youth Advertisements
WIRTHLIN WORLDWIDE RESTON VA
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This report presents the findings of quantitative research assessing the effectiveness of eight U.S. Military Service youth advertisements. The research was conducted by Wirthlin Worldwide in support of the Department of Defense DoD Joint Recruiting Advertising Program JRAP. Eight Service-specific Air Force, Army, Navy, Marines and Joint Recruiting television advertisements were assessed using an advertising assessment model, strata. The television executions were evaluated on how they communicated the positioning strategy developed in the Youth VISTA Research and their success in communicating benefits of military service. One of the key findings of the Youth VISTA research was that respondents could not articulate specific attributes or benefits of military service. An effective communications strategy is based on attributes or benefits that underpin personal values, in this case the values that drive youth decision to join or not join the military. The strata research thus was designed to identify the means of communicating personal benefits in a manner that would be personally relevant and believable to youth.
- Personnel Management and Labor Relations