DTIC ADA057003: A Media MIX Test of pdf

DTIC ADA057003: A Media MIX Test of

More Book Details

Description of the Book:

This was a test of the effectiveness of paid radio recruiting advertising. The four active military services (Army, Navy, Air Force, Marine Corps) participated. Criterion variables measured were contracts for accession, inquiries by mail, telephone and in person, pre-disposition toward joining a service, awareness and knowledge of specific programs and benefits offered by individual services and awareness of armed forces advertising. (Author

• Creator/s: Defense Technical Information Center
• Date: 7/1/1976
• Year: 1976
• Book Topics/Themes: DTIC Archive, Schucker, Raymond E, THOMPSON (J WALTER) CO WASHINGTON DC, *RECRUITING, *RADIO BROADCASTING, *MASS MEDIA, MILITARY PERSONNEL, INFORMATION EXCHANGE, SOCIAL COMMUNICATION, ENLISTED PERSONNEL, FEEDBACK, PUBLIC RELATIONS, CIVILIAN PERSONNEL, COMMERCIAL COMMUNICATIONS

An excerpt captured from the PDF book