An econometric approach to evaluate Navy advertising efficiency
Webb, Natalie J.
Dougherty, Julie A.
MetadataShow full item record
This thesis uses an econometric approach to systematically and comprehensively analyze Navy advertising and recruiting data to determine Navy advertising cost efficiency in the Navy recruiting process. Current recruiting and advertising cost data are merged into an appropriate data base and evaluated using multiple regression techniques to find assessments of the relationships between Navy advertising expenditures and recruit contracts attained. This work estimates an econometric model of cost-efficient allocation of Navy national, local, and joint advertising expenditures. The model is estimated using a simplified logarithmic transcendental cost function. It serves as a descriptive tool and explains the observed pattern of advertising cost and its allocation across media types within the Navy Recruiting Districts (NRD). This work's estimation uses monthly observations of all 31 NRD for the time span October 1991 through March 1995
Showing items related by title, author, creator and subject.
Chung, Yeon Chang (Monterey, California. Naval Postgraduate School, 1995-09);The success of the U. S. military recruiting depends not only on recruiting efforts but also on the labor market conditions. In this thesis, the econometric literature of military recruiting analysis based on historical ...
Estimating the ROI for Recruitment Marketing and Advertising Expenditure for the Australian Defence Force Kitchin, Christopher D. (Monterey, California. Naval Postgraduate School, 2012-03);This thesis analyzes the influence of advertising expenditure for ADF recruitment using data covering the period from June 2008 to December 2011. Econometric analysis was used to analyze the effect of media advertising on ...
Tannahill, Sheryl L. (Monterey, California. Naval Postgraduate School, 1996-03);Military recruiting and advertising expenditures by the United States Navy totaled $42.6 million in 1995. Commander, Navy Recruiting Command (CNRC) is responsible for executing the Navy's advertising budget. The problems ...