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Author: United States. General Accounting Office
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 78
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Book Description
Author: United States. General Accounting Office
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 78
Get Book Here
Book Description
Author: National Research Council
Publisher: National Academies Press
ISBN: 0309085314
Category : Social Science
Languages : en
Pages : 343
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Book Description
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: 0833035983
Category : Political Science
Languages : en
Pages : 115
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Book Description
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: United States Accounting Office (GAO)
Publisher: Createspace Independent Publishing Platform
ISBN: 9781721280742
Category :
Languages : en
Pages : 78
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Book Description
Advertising for Military Recruiting: How Effective Is It?
Author:
Publisher: DIANE Publishing
ISBN: 1428942483
Category :
Languages : en
Pages : 36
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Book Description
Author: James N. Dertouzos
Publisher:
ISBN: 9780833033413
Category : United States
Languages : en
Pages : 95
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Book Description
This report documents research findings from a RAND project titled "The Relative Cost Effectiveness of Military Advertising," the goal of which was to develop and apply a methodology for assessing the cost effectiveness of the services' advertising programs and to provide guidance for a more efficient allocation of resources in the future. The project was sponsored by the Director for Accession Policy (Force Management Policy). This report examines issues related to the effectiveness of recruiting advertising during the 1980s and 1990s. It describes the policy context, summarizes the current state of knowledge, and identifies several conceptual and methodological issues. In addition, it describes a framework developed for estimating advertising effects and how that framework was applied in an analysis of 198Os Army advertising programs. It also discusses how this methodology was used to analyze 1993-1997 DoD-wide information. The empirical results from the study strongly support the view that advertising has been a cost effective recruiting tool and provide some guidance for future improvements. Data deficiencies and analytic challenges associated with recruiting environment complexity, however, made it impossible to determine the most effective mix of advertising. Nonetheless, the concepts and methods developed can help guide future advertising research, and the general policy conclusions regarding past advertising programs remain valid. Additional research is necessary if future allocations of recruiting resources, including advertising dollars, are to be made optimally.
Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
This report documents research findings from a RAND project titled "The Relative Cost Effectiveness of Military Advertising," the goal of which was to develop and apply a methodology for assessing the cost effectiveness of the services' advertising programs and to provide guidance for a more efficient allocation of resources in the future. The project was sponsored by the Director for Accession Policy (Force Management Policy). This report examines issues related to the effectiveness of recruiting advertising during the 1980s and 1990s. It describes the policy context, summarizes the current state of knowledge, and identifies several conceptual and methodological issues. In addition, it describes a framework developed for estimating advertising effects and how that framework was applied in an analysis of 198Os Army advertising programs. It also discusses how this methodology was used to analyze 1993-1997 DoD-wide information. The empirical results from the study strongly support the view that advertising has been a cost effective recruiting tool and provide some guidance for future improvements. Data deficiencies and analytic challenges associated with recruiting environment complexity, however, made it impossible to determine the most effective mix of advertising. Nonetheless, the concepts and methods developed can help guide future advertising research, and the general policy conclusions regarding past advertising programs remain valid. Additional research is necessary if future allocations of recruiting resources, including advertising dollars, are to be made optimally.
Author: Brendan Maartens
Publisher: Routledge
ISBN: 1000263851
Category : Business & Economics
Languages : en
Pages : 236
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Book Description
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: 9780309091275
Category : Technology & Engineering
Languages : en
Pages : 212
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Book Description
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.
Author: Melissa T. Brown
Publisher: Oxford University Press
ISBN: 0199842833
Category : Political Science
Languages : en
Pages : 240
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Book Description
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.
