Evaluating the Financial Effectiveness of Recruiting Investments in Marketing and Advertising

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Authors
Eger, Robert J. III
Menichini, Amilcar
Anderson, David
Conover, Kenneth
Santibanez, Edwin
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Date of Issue
2015
Date
Publisher
Monterey, California. Naval Postgraduate School
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Abstract
We propose a methodology and model that captures both the objective (e.g. contracts, enlistments) and subjective (e.g. awareness, brand identity, image, leads) outcomes associated with Marketing and Advertising in support of all recruiting mission areas.
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Report
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https://hdl.handle.net/10945/57666
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Naval Research Program
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Naval Research Program
Prepared for: Navy Recruiting Command, POC: Mr. Lloyd B Callis
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This publication is a work of the U.S. Government as defined in Title 17, United States Code, Section 101. Copyright protection is not available for this work in the United States.
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