A Media Mix Test of Paid Radio Advertising for Armed Services Recruitment. Volume II.

reportActive / Technical Report | Accession Number: ADA057263 | Open PDF

Abstract:

This was a test of the effectiveness of paid radio recruiting advertising. The four active military services Army, Navy, Air Force, Marine Corps participated. Criterion variables measured were contracts for accession, inquires by mail, telephone and in person, pre-disposition toward joining a service, awareness and knowledge of specific programs and benefits offered by individual services and awareness of armed forces advertising. Author

Author(s):
Schucker, Raymond E.
Author Organization(s):
THOMPSON (J WALTER) CO WASHINGTON DC
Descriptive Note:
Research rept.,
Supplementary Note:
Prepared in cooperation with Russ Haley and Associates, Inc., New York, NY. See also Volume 3, AD-A057 003.
Pagination:
0165

Security Markings

DOCUMENT & CONTEXTUAL SUMMARY

Distribution:
Approved For Public Release, Document Partially Illegible
Distribution Statement:
Availability: Document Partially Illegible.

RECORD

Collection: TR
Identifying Numbers
Contract/Grant Number(s):
M00027-73-A-0013
 Subject Terms
Joint Capability Areas:
JCA_1_Force Support; JCA_6.4.1_Secure Information Exchange; JCA_1.2_Force Preparation; JCA_6_Net Centric; JCA_6.4_Information Assurance; JCA_1.2.3_Educating; JCA_1.2.1_Training; JCA_1.3_Human Capital Management; JCA_1.3.2_Personnel Management; JCA_5_Command and Control; JCA_5.2.2_Develop Knowledge and Situational Awareness; JCA_5.2_Understand; JCA_1.4.1_Force Health Protection; JCA_1.4_Force Support; JCA_5.3_Planning; JCA_6.1.2_Wireless Transmission
Modernization Areas:
Directed Energy; Fully Networked C3
Communities of Interest:
Biomedical
Descriptor(s):
*RECRUITING, *RADIO BROADCASTING, DATA BASES, MILITARY PERSONNEL, INFORMATION EXCHANGE, SURVEYS, TABLES(DATA), CIVILIAN PERSONNEL, MOTIVATION, BENEFITS, QUESTIONNAIRES, COMMERCIAL COMMUNICATIONS
Field(s)/Group(s):
Information Science, Personnel Management and Labor Relations, Non-Radio Communications
Keyword(s):
Advertising
Report Date:
1976 May 01