Agencies foresee change in advertising's future
Article Abstract:
Recruitment advertising has been receiving more attention recently, evidenced by the $2 billion spent on such advertising campaigns by US firms in 1981. Five objectives of advertisements intended to attract new employees are: (1) impact, or grabbing the reader's attention, (2) holding the reader's attention, (3) establishing credibility for claims made by the ad, (4) distinguishing the advertised firm as better than others, and (5) motivating the reader to take action. A nationwide survey of US advertising agencies specializing in recruitment advertising provides statistics as to location of agencies, annual agency billings, percentage of agency revenues earned in recruitment areas, types of positions advertised, and media choices for recruiting ads. Survey respondents also forecast changes in recruitment advertising related to ad layout, ad budget, and specialization by agencies.
Publication Name: Personnel Journal
Subject: Human resources and labor relations
ISSN: 0031-5745
Year: 1987
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Reader Survey Supports Market Research to Recruitment
Article Abstract:
In the last ten years, with technology having penetrated every aspect of the job market, personnel managers have changed their approach to recruitment. Most firms no longer use the fill an ad approach to recruitment; more and more they are selling or marketing their job package and benefits. A reader survey confirmed this as well as identified major concerns of personnel managers.
Publication Name: Personnel Journal
Subject: Human resources and labor relations
ISSN: 0031-5745
Year: 1984
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