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        Estimating the ROI for Recruitment Marketing and Advertising Expenditure for the Australian Defence Force

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        Author
        Kitchin, Christopher D.
        Date
        2012-03
        Advisor
        Mehay, Stephen
        Second Reader
        Stoker, Carol
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        Abstract
        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 ADF enquiries, applications and enlistments. These models were developed to predict the impact of changing advertising expenditure on the generation of enquiries, applications and enlistments. The econometric recruiting models included independent variables for total monthly ADF media expenditure, monthly enlistments targets, national monthly youth unemployment rates and quarterly propensity to enlist in the ADF. Advertising expenditure was found to be positively related to various measures of recruitment. Increasing advertising expenditure was found to generate enquires and applications. For example, a 10% increase in monthly advertising expenditure was found to increase enquiries by 1.6%. Similarly, a 10% increase in monthly advertising expenditure would increase applications by 1.3%. Youth national unemployment and enlistment targets were positively related to enlistments, while advertising expenditure was found to have no effect on enlistments.
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        http://hdl.handle.net/10945/6817
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          Navy advertising -- from budget to execution: a trend analysis of national advertising awareness 

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          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 ...
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          Evaluation of Navy Advertising Effectiveness 

          Rhodes Associates (New York, NY. Rhodes Associates, 1978-01);
          "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 ...
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