Targeting the Delivery of Army Advertisements on Television

摘要

The U.S. Army uses advertisements to affect the knowledge, attitudes, and behavioral intentions of youth to effectively recruit manpower. Both the message content and the delivery of the message are targeted to recruit soldiers who are most likely to provide effective national defense. This report addresses the targeting of message delivery to priority groups for enlistment through placement of advertisements on television. As part of 30-minute computer-assisted telephone interviews conducted for the Army Communications Objectives Measurement System (ACOMS) between July and December 1987, half of all respondents were asked a series of questions about media habits. The analyses reported in this paper are based on the responses of 1,847 males, 16- to 21-years old. Comparisons are also made to an overlapping sample of 1,676 males, 18- to 24-years old. Several television programs and program types have significantly different proportions of Army prime market groups in their audiences. This information can be used to improve the efficiency with which the Army targets advertisements. Similarly, the quantification of audiences by race/ethnic groups and the quantification of priority groups within race/ethnic groups can contribute to the selection of programs for the Army's minority recruitment advertising efforts. (sdw)