Joint Service Advertising Tracking

Advertising campaigns play a critical role in military recruitment. The Joint Advertising, Market Research & Studies (JAMRS)program runs an array of joint and Service-specific advertising studies to better understand youth and influencer general perceptions, awareness of and attitudes toward Service branch advertising, and brand imagery. Results of such research help formulate advertising policies and strategies across all branches and aid in effective recruitment conversion.

Objective

To combat the crowded marketplace of advertisements aimed at youths, Fors Marsh Group was hired to evaluate the joint and Service-specific advertising efforts to ensure each branding campaign effectively reaches and resonates with the intended target audience. 

Approach

Fors Marsh Group has supported this effort for the past five years by monitoring and gathering feedback regarding joint and Service-specific advertising performance on the following topics:

• General brand awareness
• Advertising awareness (by medium)
• Brand Imagery
• Perceptions of the Military
• Propensity to join the Military
• Likelihood to recommend military service to youth
• Other special interest topics

Web surveys are collected daily to assess the effectiveness of these advertisements in reaching campaign goals.

Outcome

The timeliness and scientific rigor of this project provide the Services with the necessary instrument to measure the effectiveness of their media expenditures and confidently plan for the future. As a result of this study, most Services no longer separately track advertising impact and instead rely solely upon this joint-level research to assess advertising effectiveness. The DoD has seen significant cost savings as a result.