Accession Number : AD0780869

Title :   Effectiveness of the Modern Volunteer Army Advertising Program,


Personal Author(s) : Ackerman,D. ; Mason,W. ; Vollmer,H. ; Baker,A. ; Davis,R.

Report Date : DEC 1971

Pagination or Media Count : 147

Abstract : The review of the Army's paid broadcast-media recruitment advertising of Spring 1971 analyzes the effort in terms of its objectives, its planning, the media and advertisements it used, the audiences to whom it was addressed, its interrelationship with the person-to-person recruiting efforts of the Army, and its administration or execution. Additionally, this review compares the Army's Spring 1971 advertising with previous recruitment advertising of the Army and discusses the American societal environment at the time the advertising was aired. Finally, this review develops the Institute's findings and conclusions on the effectiveness of the Spring 1971 Army recruitment advertising and presents the Institute's recommendations as they might apply to future Army advertising programs' planning and execution. (Modified author abstract)

Descriptors :   *Recruiting, *Enlisted personnel, *Mass media, *Army personnel, Personnel development, Careers, Public relations, Commercial communications

Subject Categories : Personnel Management and Labor Relations

Distribution Statement : APPROVED FOR PUBLIC RELEASE