Educational and training opportunities as incentives for military service
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Authors
Arima, James K.
Subjects
Navy Campus for Achievement
Recruiting
Education
Unobtrusive measures
Advertising
Training
Program evaluation
Incentives
Recruiting
Education
Unobtrusive measures
Advertising
Training
Program evaluation
Incentives
Advisors
Date of Issue
1978-02
Date
1978-02
Publisher
Monterey, California. Naval Postgraduate School
Language
eng
Abstract
The incentive value of the Navy Campus for Achievement (NCFA) for recruiting was evaluated using unobtrusive measures. Recruiter demand for a recruiting aid (brochure) solely featuring NCFA was compared against the demand for the most popular enlisted and officer aids. A Time magazine and TV Guide ad featuring NCFA was compared against other ads in Time and TV Guide over a 3-year period by the rate of return of coupons accompanying the ads. The material featuring NCFA compared as well or better (magazine ads) than the other material featuring general themes. The importance of educational and training opportunities, the seasonality and limitations of advertising in recruiting, and the methodology used in the evaluation are discussed and recommendations are made. (Author)
Type
Technical Report
Description
Series/Report No
Department
Identifiers
NPS Report Number
NPS-54-78-3
Sponsors
supported by the Navy Personnel Research and Development Center, San Diego, California
Funder
N68221 77 WR70088
Format
Citation
Distribution Statement
Rights
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.