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Author : Robert N. Mirelson
Publisher :
ISBN 13 :
Total Pages : 162 pages
Book Rating : 4.:/5 (92 download)
Download or read book The Effects of Mass Media Advertising on United States Army Recruiting written by Robert N. Mirelson and published by . This book was released on 1982 with total page 162 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Robert N. Mirelson
Publisher :
ISBN 13 :
Total Pages : 13 pages
Book Rating : 4.:/5 (227 download)
Download or read book The Effects of Mass Media Advertising on U.S. Army Recruiting written by Robert N. Mirelson and published by . This book was released on 1982 with total page 13 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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).
Author :
Publisher :
ISBN 13 :
Total Pages : 28 pages
Book Rating : 4.X/5 (2 download)
Download or read book Facts about Army Advertising written by and published by . This book was released on 1987 with total page 28 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Brendan Maartens
Publisher : Routledge
ISBN 13 : 1000263851
Total Pages : 236 pages
Book Rating : 4.0/5 (2 download)
Download or read book Propaganda and Public Relations in Military Recruitment written by Brendan Maartens and published by Routledge. This book was released on 2020-11-19 with total page 236 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book represents the first international investigation of military recruitment advertising, public relations and propaganda. Comprised of eleven case studies that explore mobilisation work in Africa, the Americas, Asia and Europe, it covers more than a hundred years of recent history, with chapters on the First and Second World Wars, the Cold War, and the present day. The book explores such promotion in countries both large and small, and in times of both war and peace, with readers gaining an insight into the different strategies and tactics used to motivate men, women and occasionally even children to serve and fight in many parts of the world. Readers will also learn about the crucial but little-known role of commercial advertising, public relations and media professionals in the production and distribution of recruitment promotion. This book, the first of its kind to be published, will explore that role, and in the process address two questions that are central to studies of media and conflict: how do militaries encourage civilians to join up, and are they successful in doing so? It is a multi-disciplinary project intended for a diverse academic audience, including postgraduate students exploring aspects of war, propaganda and public opinion, and researchers working across the domains of history, communications studies, conflict studies, psychology, and philosophy.
Author : National Research Council
Publisher : National Academies Press
ISBN 13 : 0309085314
Total Pages : 343 pages
Book Rating : 4.3/5 (9 download)
Download or read book Attitudes, Aptitudes, and Aspirations of American Youth written by National Research Council and published by National Academies Press. This book was released on 2003-02-01 with total page 343 pages. Available in PDF, EPUB and Kindle. Book excerpt: Recruiting an all-volunteer military is a formidable task. To successfully enlist one eligible recruit, the Army must contact approximately 120 young people. The National Research Council explores the various factors that will determine whether the military can realistically expect to recruit an adequate fighting force-one that will meet its upcoming needs. It also assesses the military's expected manpower needs and projects the numbers of youth who are likely to be available over the next 20 years to meet these needs. With clearly written text and useful graphics, Attitudes, Aptitudes, and Aspirations of American Youth offers an overview of important issues for military recruiters, touching on a number of important topics including: sex and race, education and aptitude, physical and moral attributes, and military life and working conditions. In addition, the book looks at how a potential recruit would approach the decision to enlist, considering personal, family, and social values, and the options for other employment or college. Building on the need to increase young Americans' "propensity to enlist," this book offers useful recommendations for increasing educational opportunities while in the service and for developing advertising strategies that include concepts of patriotism and duty to country. Of primary value to military policymakers, recruitment officers, and analysts, Attitudes, Aptitudes, and Aspirations of American Youth will also interest social scientists and policy makers interested in youth trends.
Author : James N. Dertouzos
Publisher : Rand Corporation
ISBN 13 : 0833035983
Total Pages : 115 pages
Book Rating : 4.8/5 (33 download)
Download or read book Is Military Advertising Effective? An Estimation Methodology and Applications to Recruiting in the 1980s and 90s written by James N. Dertouzos and published by Rand Corporation. This book was released on 2003-06-03 with total page 115 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Defense Department has been spending over $100 million annually on recruiting advertising. Previous econometric studies of military advertising's effects have relied on data from time periods unlike today's and have used models possibly inappropriate for supporting today's decisionmakers. This report details improved methods developed to assess military advertising's effectiveness and illustrates them using early 1980s and mid-1990s data.
Author : Sandra Baxter
Publisher :
ISBN 13 :
Total Pages : 104 pages
Book Rating : 4.:/5 (31 download)
Download or read book The Message Content of Advertisements for Active Army Enlistments written by Sandra Baxter and published by . This book was released on 1988 with total page 104 pages. Available in PDF, EPUB and Kindle. Book excerpt: This report describes the message content analysis undertaken as part of the Army Communications Objectives Measurement System (ACOMS) project. The results are based on a sample of 3,665 male and female 16- 24-year-olds who viewed 13 video and 11 print active Army advertisements. The analysis of the data indicates that unaided recall of Army sponsorship is made by a high percentage of respondents when video and print ads are initially displayed in the midst of other advertisements. The message attributes rated most highly by the video-advertisement viewers concerned high technology equipment, an experience to be proud of, and an opportunity to develop one's potential. Print-advertisement respondents perceived messages dealing with money for education, skill training, and experience to be proud of. Statistically significant differences were found between the genders and among ethnic groups for many of the Army attributes perceived in the advertisements. Generally, males and whites perceived the attributes more frequently than females and blacks, respectively. Analysis of main messages confirms that the attributes capture the vast majority of messages conveyed, although an attribute focusing on adventure and excitement could be added. Keywords: Army personnel, Enlisted personnel, Recruiting. (SDW).
Author : United States. Army Recruiting Command
Publisher :
ISBN 13 :
Total Pages : 72 pages
Book Rating : 4.:/5 (31 download)
Download or read book Publicizing Army Recruiting in the Community written by United States. Army Recruiting Command and published by . This book was released on 1976 with total page 72 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : United States. General Accounting Office
Publisher :
ISBN 13 :
Total Pages : 80 pages
Book Rating : 4.F/5 ( download)
Download or read book Advertising for Military Recruiting, how Effective is It? written by United States. General Accounting Office and published by . This book was released on 1976 with total page 80 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Jennie W. Wenger
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (112 download)
Download or read book Social Media and the Army written by Jennie W. Wenger and published by . This book was released on 2019 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: As the U.S. population has increasingly adopted social media platforms, the U.S. Army has established its own recruiting website and social media accounts to facilitate communication and interaction with potential recruits, family members, and friends. While the growth in social media use has expanded the options available for Army recruiting, it also raises questions as to how the Army can best leverage technology to improve the effectiveness of its recruiting and the ways it connects with youth. The Army Marketing and Research Group (AMRG) asked RAND Arroyo Center to examine these issues and to develop strategies and recommendations. Given the advances in the use of technology, our goal in this report is to analyze several online and social media platforms used by the Army, in particular GoArmy.com (the Army's main recruiting and outreach webpage) and the Facebook and Twitter accounts maintained by AMRG. We focus on these three platforms because they are used by AMRG as its primary means of communication and outreach. We analyze various measures to understand if and how potential recruits and others are engaging with these platforms. We also present information about the likely outcomes of the Army's technology-based outreach efforts.
Author : James N. Dertouzos
Publisher :
ISBN 13 :
Total Pages : 64 pages
Book Rating : 4.3/5 ( download)
Download or read book The Effects of Military Advertising written by James N. Dertouzos and published by . This book was released on 1989 with total page 64 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising is one of the central recruiting tools used by the military services in support of the all-volunteer force. This Note analyzes the effects of advertising on recruiting, providing quantitative estimates of the relative effectiveness of Army, Navy, Air Force, Marine Corps, and joint advertising programs. The findings indicate that, in general, the services gain enlistments from additional advertising, and the gains of any one branch do not seem to come at the expense (in terms of lost recruits) of any other. Not only are there no important interservice competitive effects of advertising, but the advertising done by a service apparently confers important benefits on the other branches as well. Consequently, both service and joint advertising appear to be powerful tools to help meet the recruiting requirements of the all-volunteer armed forces.
Author : Jo-Ellen Asbury
Publisher :
ISBN 13 :
Total Pages : 124 pages
Book Rating : 4.:/5 (227 download)
Download or read book Four Years of Media Habits written by Jo-Ellen Asbury and published by . This book was released on 1988 with total page 124 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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).
Author : Melissa T. Brown
Publisher : Oxford University Press
ISBN 13 : 0199842833
Total Pages : 240 pages
Book Rating : 4.1/5 (998 download)
Download or read book Enlisting Masculinity written by Melissa T. Brown and published by Oxford University Press. This book was released on 2012-02-29 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: Is today's All-Volunteer Force still "This Man's Army"? In a nation that has seen the rise of feminism, the decline of blue-collar employment, military defeat in Vietnam, and a general upheaval of traditional gender norms, what kind of man is today's military man? What kind does the military want him to be? In Enlisting Masculinity, Melissa Brown asks whether appeals to and constructions of masculinity remain the underlying basis of military recruiting-and if so, what that notion of masculinity actually is. Are the Army, Air Force, Navy, and Marines courting warriors or breadwinners; patriots or pragmatists; dominant masters of technology, or strong yet compassionate masters of themselves? Is each military branch recruiting the same model of masculinity? Based on an analysis of more than 300 print advertisements published between the early 1970s and 2007, as well as television commercials, recruiting websites, and media coverage of recruiting, Enlisting Masculinity argues that masculinity is still a foundation of the appeals made by the military, but that each branch deploys various constructions of masculinity that serve its particular personnel needs and culture, with conventional martial masculinity being only one among them. The inclusion of a few token women in recruiting advertisements has become routine, but the representations of service make it clear that men are the primary audience and combat their exclusive domain. Each branch constructs soldiering upon a slightly different foundation of masculine ideals and Brown delves into why, how, and what that looks like. The military is an important site for the creation and propagation of ideas of masculinity in American culture, and it is often not given the attention that it warrants as a nexus of gender and citizenship. Although most Americans believe they can ignore the military in the era of the all-volunteer force, when it comes to popular culture and ideas about gender, the military is not a thing apart from society. Building a fighting force, Brown shows, also means constructing a gender. Enlisting Masculinity gives us a unique and important perspective on both military service and prevailing conceptions of masculinity in America.
Author : Brendan Maartens
Publisher : Routledge
ISBN 13 : 1000263878
Total Pages : 263 pages
Book Rating : 4.0/5 (2 download)
Download or read book Propaganda and Public Relations in Military Recruitment written by Brendan Maartens and published by Routledge. This book was released on 2020-11-19 with total page 263 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book represents the first international investigation of military recruitment advertising, public relations and propaganda. Comprised of eleven case studies that explore mobilisation work in Africa, the Americas, Asia and Europe, it covers more than a hundred years of recent history, with chapters on the First and Second World Wars, the Cold War, and the present day. The book explores such promotion in countries both large and small, and in times of both war and peace, with readers gaining an insight into the different strategies and tactics used to motivate men, women and occasionally even children to serve and fight in many parts of the world. Readers will also learn about the crucial but little-known role of commercial advertising, public relations and media professionals in the production and distribution of recruitment promotion. This book, the first of its kind to be published, will explore that role, and in the process address two questions that are central to studies of media and conflict: how do militaries encourage civilians to join up, and are they successful in doing so? It is a multi-disciplinary project intended for a diverse academic audience, including postgraduate students exploring aspects of war, propaganda and public opinion, and researchers working across the domains of history, communications studies, conflict studies, psychology, and philosophy.
Author :
Publisher :
ISBN 13 :
Total Pages : 48 pages
Book Rating : 4.:/5 (227 download)
Download or read book Recruiting Effects of Army Advertising written by and published by . This book was released on 1989 with total page 48 pages. Available in PDF, EPUB and Kindle. Book excerpt: This report analyzes the effects of Army advertising on recruiting. It uses an econometric analyses of information describing advertising patterns for the three-year period from 1981 to 1984. A model that controls for economic conditions, local area characteristics, the magnitude and direction of recruiter effort, and levels of other recruiting resources permits identification of the independent effects of different advertising purchases on the short-run supply of high-quality enlistments in the Army. The results show that, in general, advertising expenditures in a given month have a significant and immediate effect on the number of high-quality enlistments in the Army. Moreover, the advertising increases enlistments for as long as six months. The effects imply that the Army's national and local advertising programs compare favorably with other recruiting tools in terms of cost per high-quality enlistee.
Author : James N. Dertouzos
Publisher : RAND Corporation
ISBN 13 : 9780833009135
Total Pages : 40 pages
Book Rating : 4.0/5 (91 download)
Download or read book Recruiting Effects of Army Advertising written by James N. Dertouzos and published by RAND Corporation. This book was released on 1989-01-01 with total page 40 pages. Available in PDF, EPUB and Kindle. Book excerpt: This report analyzes the effects of Army advertising on recruiting. It uses an econometric analysis of information describing advertising patterns for the three-year period from 1981 to 1984. A model that controls for economic conditions, local area characteristics, the magnitude and direction of recruiter effort, and levels of other recruiting resources permits identification of the independent effects of different advertising purchases on the short-run supply of high-quality enlistments in the Army. The results show that, in general, advertising expenditures in a given month have a significant and immediate effect on the number of high-quality enlistments in the Army. Moreover, the advertising increases enlistments for as long as six months. The effects imply that the Army's national and local advertising programs compare favorably with other recruiting tools in terms of cost per high-quality enlistee.
Author : National Research Council
Publisher : National Academies Press
ISBN 13 : 9780309091275
Total Pages : 212 pages
Book Rating : 4.0/5 (912 download)
Download or read book Evaluating Military Advertising and Recruiting written by National Research Council and published by National Academies Press. This book was released on 2004-04-15 with total page 212 pages. Available in PDF, EPUB and Kindle. Book excerpt: It is anticipated that in the coming decade the Department of Defense (DoD) will field and test new advertising and recruiting initiatives designed to improve the recruiting outlook. The DoD needs a comprehensive research and evaluation strategy based on sound research principles that will ensure valid, reliable, and relevant results to discover the most promising policies. The primary objective of this book is to help the DoD improve its research on advertising and recruiting policies. Evaluating Military Advertising and Recruiting: Theory and Methodology presents a framework for evaluation that links different types of research questions to various research methodologies. The framework identifies four major categories of research questions and four broad methodological approaches. The first category of research question asks "What does a target audience see as attractive or unattractive features of a program?" It is well suited to examination via qualitative methods, such as focus groups, unstructured or open-ended surveys, and interviews. The second category of research question asks "What is the effect of a program on specified attitudes or behavioral intentions?" It is well suited to examination via surveys, experiments, and quasi experiments. The third category of research question asks "What is the effect of a proposed new program on enlistment?" It is well suited to examination via experiments and quasi experiments. The final category of research question asks "What is the effect of an existing program on enlistment?" It is well suited to examination via econometric modeling.
