Qualitative advertising pre-test - summer 2018 : final report / prepared for the Department of National Defence.: D2-407/2018E-PDF

"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.

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Publication information
Department/Agency Canada. Department of National Defence.
Léger Marketing.
Title Qualitative advertising pre-test - summer 2018 : final report / prepared for the Department of National Defence.
Publication type Monograph
Language [English]
Other language editions [French]
Format Electronic
Electronic document
Note(s) 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.
Publishing information Ottawa : National Defence,2018.
[Ottawa] : National Defence = Défense nationale, 2018.
©2018
Description 1 online resource (54 pages)
ISBN 9780660277486
Catalogue number
  • D2-407/2018E-PDF
Subject terms Armed forces
Recruiting
Advertising
Public opinion
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