Advertising budgets, advertising effectiveness, and the Navy's recruiting advertising program
Arima, James K.
MetadataShow full item record
A selective review of the literature on advertising effectiveness revealed no generalizable results for setting advertising budget decisions. The primary problem is a lack of knowledge as to how advertising, as input, affects an output, such as sales. All Navy advertising expenditures for 1976 and 1977 were allocated to counties by month for 1976 and 1977 and supplemented with recruiting and environmental data to examine the relationship between advertising and enlistments. Total advertising expenditures were moderately related to total enlistments (R = .442), but this relationship was found to be the result of management planning and allocation of resources and goals. When advertising and enlistments were made rate variables, there was no linear relationship because the rate of advertising increased rapidly without a corresponding increase in enlistment rates. A fourth root transformation of advertising rates permitted application of a linear regression model where advertising was found to be the most significant predictor of enlistment rates. Recommendations are made for further studies and actions to evaluate and increase advertising effectiveness.
NPS Report NumberNPS-54-78-009
Showing items related by title, author, creator and subject.
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 ...
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 ...
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 ...