Media Habits of American Youth: Findings from the 1990 Youth Attitude TrackingStudy

摘要

An essential step as the Services and DoD develop their respective recruitingadvertising strategies, campaigns, and executions is to determine the best means of media audience delivery. Within a given advertising budget, resources are allocated to specific media based upon their effectiveness in reaching the target market. The media mix consists of national and local advertising for television, magazines, radio, newspapers, direct mail, and point-of-sale material. Each type of media serves a specific purpose. Television builds audience reach through exposure to a wide variety of people; it is the most visual and intrusive advertising medium. Radio advertising builds frequency of message delivery through repetition and can be highly targeted to a specific audience based upon format. Television and radio are often used in combination to introduce an advertising message and generate awareness. Magazine advertisements can also be highly targeted and provide space for a more detailed explanation of various programs, opportunities, and benefits. Poster advertising reinforces creative messages conveyed through other media. Military advertising in newspapers, magazine coupon inserts, and direct mail literature is often designed to solicit a response from prospects via business reply cards or 800 telephone numbers. Point-of-sale materials are used by recruiters to supplement their presentations to prospective recruits and provide facts; they are designed to 'tell' about a program rather than 'sell' the military.