Four Years of Media Habits: Implications for U.S. Army Advertising to the Prime Market

摘要

This report identifies the media sources Army enlistees were most likely to be exposed to, thereby providing a post hoc assessment of media outlets most fruitful for Army advertising. It also provides information on the media habits of a sample of buyers of Army advertising that might be compared to the media habits of the general youth market. The comparison might also be useful in determining Army advertising strategies and policies. This report covers 4 years of data from the New Recruit Survey that focuses on recruits' media habits. Media items are analyzed by entry test score categories, sex, ethnicity, region, age, and level of education at contracting, with emphasis on identifying the media habits of prime or quality recruits. Keywords: Media habits, Magazines, Television, Advertising, Radio, U.S. Army recruits. (sdw)