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dc.contributor.authorArima, James K.
dc.date1978-12
dc.date.accessioned2013-03-07T21:51:37Z
dc.date.available2013-03-07T21:51:37Z
dc.date.issued1978-12
dc.identifier.urihttp://hdl.handle.net/10945/29692
dc.description.abstractA 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.en_US
dc.description.sponsorshipNavy Personnel Research and Development Center, San Diego, Californiaen_US
dc.description.urihttp://archive.org/details/advertisingbudge00arim
dc.language.isoeng
dc.publisherMonterey, California. Naval Postgraduate Schoolen_US
dc.rightsThis 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.en_US
dc.subject.lcshQUEUING THEORY.en_US
dc.titleAdvertising budgets, advertising effectiveness, and the Navy's recruiting advertising programen_US
dc.typeTechnical Reporten_US
dc.contributor.corporateNaval Postgraduate School (U.S.)
dc.subject.authorAdvertisingen_US
dc.subject.authorRecruitingen_US
dc.subject.authorEvaluationen_US
dc.subject.authorBudgetsen_US
dc.subject.authorCommunicationen_US
dc.subject.authorConsumeren_US
dc.subject.authorRadioen_US
dc.subject.authorRegressionen_US
dc.subject.authorTelevisionen_US
dc.subject.authorNewspapersen_US
dc.subject.authorMagazinesen_US
dc.subject.authorEffectivnessen_US
dc.subject.authorDirect mailen_US
dc.subject.authorPromotionsen_US
dc.subject.authorAidsen_US
dc.subject.authorNavyen_US
dc.subject.authorImpacten_US
dc.description.funderN6R221 78 WR80009en_US
dc.description.recognitionNAen_US
dc.identifier.oclcNA
dc.identifier.npsreportNPS-54-78-009


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