| |
MEDIA
Media contacts are vital to our mission of Navy
awareness.
Assist your recruiters in establishing
contacts at all media centers within their territory.
Recruiters cannot pay for advertising themselves.
All paid advertising must be done through the NRD
local effective accession delivery system (LEADS)
tracking center (LTC) or originate from national
advertising efforts. Recruiters and recruiting
supervisors can, however, make significant
contributions to advertising efforts by encouraging
PSA coverage and making recommendations to the
NRD advertising plan.
MEDIA ADVERTISING
All Navy advertising, whether paid or public
service, must be truthful in all respects, make no
promises that cannot be fulfilled, be in good taste,
and reflect the Navy’s high standards of pride,
professionalism, and performance. In the next few
paragraphs we discuss the different types of media
advertising, what advertising efforts are being
accomplished, and what you can do to supplement
Navy awareness through media contact.
There are four types of advertising programs:
national advertising, local advertising, PSA, and
collateral materials.
We briefly discuss the first
three types now and cover collateral materials later
in this chapter when we learn about the use of
recruiting materials.
NATIONAL ADVERTISING
National advertising programs include a mix of
electronic and print media and direct marketing.
National advertising has two major objectives: (1)
to build awareness in the target market and (2) to
generate leads to field recruiters. A secondary
objective is long-term program identity in both the
target market and COIs.
LOCAL ADVERTISING
Districts and Areas are provided ceilings and
authorized to place advertisements in regional
media and conduct local direct mail campaigns to
generate leads for recruiter follow-up. Newspaper
advertising is placed through the national buying
service contract.
All other advertising is placed
directly with the media.
District Advertising Plan
Each district has an advertising council that
develops the fiscal year advertising plan. The plan
strategies are developed for advertising in
metropolitan daily newspaper classified and direct
mail campaigns.
Making Field Input to the Advertising Plan
Field input to the advertising plan has obvious
benefits. You know your territory, population, and
current events better than district personnel. You
should be aware of changes in your market that
could present advertising opportunities.
Pay
particular attention to plant closings, employee
layoffs, unemployment figures, special trends, and
specific quality content. You can request that direct
mail campaigns and classified ads target specific
population groups. You may want to target specific
publications for advertising efforts that you feel have
a better circulation potential. Your input to the
advertising plan gives you a piece of the ownership
and builds more belief and confidence in the system.
Use all media sources to spread Navy awareness.
PUBLIC SERVICE ADVERTISING
AND FREE MEDIA EXPOSURE
Most media sources allot a portion of their
advertising space for public service messages.
7-3
|
