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dc.contributor.advisorWebb, Natalie J.
dc.contributor.advisorDougherty, Julie A.
dc.contributor.authorWittenburg, Sven-Olaf
dc.date.accessioned2013-01-23T21:59:57Z
dc.date.available2013-01-23T21:59:57Z
dc.date.issued1996-03
dc.identifier.urihttp://hdl.handle.net/10945/26499
dc.description.abstractThis 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 1995en_US
dc.description.urihttp://archive.org/details/aneconometricppr1094526499
dc.format.extent79 p.en_US
dc.language.isoen_US
dc.publisherMonterey, California. Naval Postgraduate Schoolen_US
dc.titleAn econometric approach to evaluate Navy advertising efficiencyen_US
dc.typeThesisen_US
dc.contributor.corporateNaval Postgraduate School
dc.contributor.schoolNaval Postgraduate School
dc.contributor.departmentManagement
dc.description.serviceLieutenant Commander, Federal Germany Navyen_US
etd.thesisdegree.nameM.S. in Managementen_US
etd.thesisdegree.levelMastersen_US
etd.thesisdegree.disciplineManagementen_US
etd.thesisdegree.grantorNaval Postgraduate Schoolen_US
dc.description.distributionstatementApproved for public release; distribution is unlimited.


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