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020 |a9780660277486
040 |aCaOODSP|beng|erda|cCaOODSP
043 |an-cn---
0861 |aD2-407/2018E-PDF
24500|aQualitative advertising pre-test - summer 2018 : |bfinal report / |cprepared for the Department of National Defence.
260 |aOttawa : |bNational Defence,|c2018.
264 1|a[Ottawa] : |bNational Defence = Défense nationale, |c2018.
264 4|c©2018
300 |a1 online resource (54 pages)
336 |atext|btxt|2rdacontent
337 |acomputer|bc|2rdamedia
338 |aonline resource|bcr|2rdacarrier
500 |aIssued also in French under title: Pré-test qualitatif de concepts - publicitaires été 2018 : rapport final.
500 |a"Supplier name: Léger."
500 |a"Contract Number: W8484-181013/001/CY."
500 |a"Registration Number: POR # 016-18."
500 |a"August 2018."
500 |aIncludes report summary.
500 |aIssued also in HTML format.
520 |a"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.
69207|2gccst|aArmed forces
69207|2gccst|aRecruiting
69207|2gccst|aAdvertising
69207|2gccst|aPublic opinion
7101 |aCanada. |bDepartment of National Defence.
7102 |aLéger Marketing.
77508|tPré-test qualitatif de concepts - publicitaires été 2018 : |w(CaOODSP)9.861552
85640|qPDF|s888 KB|uhttps://publications.gc.ca/collections/collection_2019/mdn-dnd/D2-407-2018-eng.pdf|z(report)
85640|qPDF|s711 KB|uhttps://publications.gc.ca/collections/collection_2019/mdn-dnd/D2-407-2018-1-eng.pdf|z(summary)
8564 |qHTML|sN/A|uhttps://epe.lac-bac.gc.ca/100/200/301/pwgsc-tpsgc/por-ef/national_defence/2019/016-18-e/enreport.htm|z(report)
8564 |qHTML|sN/A|uhttps://epe.lac-bac.gc.ca/100/200/301/pwgsc-tpsgc/por-ef/national_defence/2019/016-18-e/summary/ensummary.htm|z(summary)