Military Advertising Exposure and Service Images: Findings from the 1988 Youth Attitude Tracking Study II.

摘要

The 1988 Youth Attitude Tracking Study (YATS) was designed to examine the propensity of potential recruits to enlist in the military, changes in propensity since 1976, and attitudes and motivations of potential recruits, including differences by Armed Forces Qualification Test (AFQT) scores. Computer assisted telephone interviews were conducted from July to November of 1988 to collect data on 10,985 respondents. The respondents include four market groups: 5,486 males ages 16-21 (young males)' 3,271 females ages 16-21 (young females); 1,130 males ages 22-24 (older males); and 1,098 females ages 22-24 (older females). This is one of a series of reports from the 1988 YATS. It focuses on expressed awareness of military advertising in the past 12 months, accuracy of matching military slogans used in advertising with the correct service, receipt of unsolicited recruiting literature, images respondents have of the active Services, the number and types of events respondents attended in the past 12 months (roughly 10/87 to 10/88) which featured the military, and the impact of attendance at such events on the probability of enlistment. Large majorities of respondents in all market groups (60 to 89 percent) reported awareness of military advertising for the four active Services in the past 12 months. (kr)