Evaluation of Navy Advertising Effectiveness
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"The introduction of the All Volunteer Force was associated with a truly dramatic increase in the Navy's advertising expenditures. Although current advertising expenditures are significantly below recent peak levels, they are still, in real terms, almost eight times the Navy's advertising expenditures of a decade ago. The growth in these expenditures has, understandably, increased the Navy's concern with their effectiveness in generating enlistments. This report summarizes our analysis of the effectiveness of Naval advertising." (author)
This document been included in the digital archive for its historical value to NPS.Includes data supplied by NPS Professor James Arima.
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