Navy advertising -- from budget to execution: a trend analysis of national advertising awareness
Tannahill, Sheryl L.
Webb, Natalie J.
MetadataShow full item record
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 faced by CNRC lie in determining if the FY 1994 and FY 1995 increases in advertising dollars fulfilled their objective of increasing national awareness. This study examines the increases in Navy national general enlisted advertising budgets to determine if additional spending resulted in (1) an increase in national awareness among the target population, as measured by the number of leads, or inquiries, generated, and (2) an increase in the influence of advertising on new recruits, as measured by the New Recruit Survey (NRS) responses during the period July 1994 through August 1995. To provide an analysis of the effects of advertising expenditures, this thesis investigates national advertising data by media type (television, radio, magazine, and direct mail), and the number of leads generated at the Navy Recruiting District (NRD) level. Due to data limitations, findings of this study are limited. Correlations between advertising expenditures and leads generated at the recruiting district level revealed little interdependence; however, a four month advertising lag effect emerged. Trend analysis of expenditures versus leads revealed no real change due to the increased budget. Lead patterns remain constant despite additional advertising. However, evaluation of the New Recruit Surveys revealed that national advertising creates awareness and has a positive influence on an individual's decision to join the Navy
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.
Showing items related by title, author, creator and subject.
Arima, James K. (Monterey, California. Naval Postgraduate School, 1978-12); NPS-54-78-009A 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, ...
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 ...
Wittenburg, Sven-Olaf (Monterey, California. Naval Postgraduate School, 1996-03);This 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 ...