ProsLab -- A Method for Pretesting Printed Army Recruiting Advertisements.

摘要

The principal objective of this report was to design and implement a printed advertising pretest prototype facility for the U. S. Army Recruiting Command. The goal of ProsLab is the identification of those recruiting ads which will result in increased enlistments in the Army. The two immediate objectives are: Selection of ads which will yield high coupon responses from the target audience; and Identification of the motivational variables related to ad response and enlistment. A total of 29 recruiting magazine advertisements were evaluated; each of these ads had been printed in several magazines so that performance data existed for each ad. To develop a method of predicting success of recruiting ads from ProsLab evaluations a statistical analysis was carried out on the data from the 29 ads. The analysis determined the best set of predictors of ad performance among the data being collected at ProsLab. The procedures for collecting and summarizing ProsLab data are described in detail in this report including computer documentation.