Further Analyses of the Test of Paid Radio Advertising for Armed Services Recruitment. Volume IV.

摘要

During Fall 1975, a test was designed and executed to determine the effectiveness of paid radio as an addition to the advertising media mix in support of military recruiting. A number of markets were matched on the basis of factors related to contracts for accession. Markets were subdivided, some receiving radio for only a single service, other markets using radio for three different services, and remaining markets serving as controls. The period of radio advertising lasted thirteen weeks, beginning September 1975, and ending early in December. Starting with an August base period prior to commencement of radio, a number of potential effectiveness measures were gathered. These included contracts for accession, audits of local recruiting station traffic on a time sampling basis, inquiries about enlistment at the national level and a variety of attitudinal and behavioral measures obtained in market interview surveys during the base period and subsequent points in time during the test.