00000nam 2200000zi 4500 9.861551 CaOODSP 20221107160803 m o d f cr cn||||||||| 180905t20182018onc o f000 0 eng d 9780660277486 CaOODSP eng rda CaOODSP n-cn--- D2-407/2018E-PDF Qualitative advertising pre-test - summer 2018 : final report / prepared for the Department of National Defence. Ottawa : National Defence, 2018. [Ottawa] : National Defence = Défense nationale, 2018. ©2018 1 online resource (54 pages) text txt rdacontent computer c rdamedia online resource cr rdacarrier Issued also in French under title: Pré-test qualitatif de concepts - publicitaires été 2018 : rapport final. "Supplier name: Léger." "Contract Number: W8484-181013/001/CY." "Registration Number: POR # 016-18." "August 2018." Includes report summary. Issued also in HTML format. "The Department of National Defence (DND) commissioned Leger to conduct an advertising pre-test study. DND, in collaboration with the Canadian Armed Forces (CAF), will potentially launch a recruitment campaign targeting Canadians 17 to 25 years of age. Notably, young women will be a primary target population. The objective was to evaluate the efficacy of the advertising in attracting the attention of the intended audience and identify images and/or features that provoke particularly strong reactions, either positive or negative. This qualitative study yields information on perceptions of new advertising messages, the subject's job search behaviours, their career goals, and their general attitudes towards the CAF"--Executive summary, page 5. gccst Armed forces gccst Recruiting gccst Advertising gccst Public opinion Canada. Department of National Defence. Léger Marketing. Pré-test qualitatif de concepts - publicitaires été 2018 : (CaOODSP)9.861552 PDF 888 KB https://publications.gc.ca/collections/collection_2019/mdn-dnd/D2-407-2018-eng.pdf (report) PDF 711 KB https://publications.gc.ca/collections/collection_2019/mdn-dnd/D2-407-2018-1-eng.pdf (summary) HTML N/A https://epe.lac-bac.gc.ca/100/200/301/pwgsc-tpsgc/por-ef/national_defence/2019/016-18-e/enreport.htm (report) HTML N/A https://epe.lac-bac.gc.ca/100/200/301/pwgsc-tpsgc/por-ef/national_defence/2019/016-18-e/summary/ensummary.htm (summary)