Integrated communications in promoting the military profession
The paper presents the research results that have empirically proven effects of integrated communications on the views of examinees about the military profession. The primary survey sample consisted of 553 high school students (127 students from Novi Sad, 179 from Niš, 106 from Kragujevac, and 141 f...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Ministry of Defence of Serbia - Military Publishing House, Belgrade
2016-01-01
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| Series: | Војно дело |
| Subjects: | |
| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/0042-8426/2016/0042-84261607330N.pdf |
| Summary: | The paper presents the research results that have empirically proven effects of integrated communications on the views of examinees about the military profession. The primary survey sample consisted of 553 high school students (127 students from Novi Sad, 179 from Niš, 106 from Kragujevac, and 141 from Belgrade). Based on the obtained results it has been established that the use of individual instruments of communication (television advertising, distribution of printed materials, and internet content) has a limited effect on the examinees. On the other hand, a combination of two instruments of communication, information on organizations and vacancies to be filled, were better accepted by the examinees. The exposure to multiple instruments of communication enables more effective acceptance of key messages and encourages the examinees to react in a positive way. It can be seen that the integration of multiple instruments of communication provides additional value owing to the strategic roles of a series of instruments of communication, which are combined to ensure the most effective communication. Clearly, the synergistic effect of all communication instruments is very important, and therefore considerable attention is paid to adjusting the materials to the examinees. It can be seen that the integrated communications make a system using which it is possible to coordinate a greater number of instruments of communication to communicate clear and convincing message and make an impression on examinees. Consequently, an effect can also be expected on the adequate positioning of military organization in the minds of the examinees as potential employees. |
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| ISSN: | 0042-8426 2683-5703 |