Date of Award
W. Page Pitt School of Journalism and Mass Communication
Type of Degree
Harold C. Shaver
Ralph J. Turner
Corley F. Dennison
Leonard J. Deutsch
In order for Army recruiters in the Appalachian region to effectively reach their target audience through television advertising, they must know which segment within the overall stated target audience of high school seniors between the ages of 17 to 21 are most likely to be influenced by Army recruitment advertising. Recruiters must also determine the type of programming preferred by the primary target segment to enable recruiting messages to be placed in programming where it is likely to have the most impact and achieve maximum frequency of exposure among the most receptive audience.
Advertising – Recruiting and enlistment.
United States – Army – Recruiting, enlistment, etc.
Television advertising and children.
Dean, Jeffrey A., "An experimental study of the effects of army recruitment television advertising on high school seniors" (1996). Theses, Dissertations and Capstones. 1596.