The Effects of Mass Media Advertising on U.S. Army Recruiting

摘要

The purpose of this study was the evaluation of the Army advertising program for FY 81. A sample of 300 Army recruits was utilized to determine what attitudes the individuals possessed and if they were affected by mass media messages. In the sample studied, the proper audience was targeted and recruited. Somewhere in the recruitment process, prospects received satisfaction that their wants and needs would be fulfilled by enlisting in the army. A large portion of the sample was motivated enough by Army advertisements to seek further information about the Army, and an even larger portion was directly motivated to enlist. Also, the Army appeared to have a good corporate image among new recruits. It was concluded the Fy 81 advertising program was successful, but further research was required to determine the wide range of effects of Army advertising. (Author)