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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| Ministère/Organisme | Canada. Department of National Defence. Léger Marketing. |
|---|---|
| Titre | Qualitative advertising pre-test - summer 2018 : final report / prepared for the Department of National Defence. |
| Type de publication | Monographie |
| Langue | [Anglais] |
| Autres langues publiées | [Français] |
| Format | Électronique |
| Document électronique |
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| 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. |
| Information sur la publication | Ottawa : National Defence,2018. [Ottawa] : National Defence = Défense nationale, 2018. ©2018 |
| Description | 1 online resource (54 pages) |
| ISBN | 9780660277486 |
| Numéro de catalogue |
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| Descripteurs | Armed forces Recruiting Advertising Public opinion |
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