Show simple item record

dc.contributor.advisorWebb, Natalie J.
dc.contributor.authorTannahill, Sheryl L.
dc.date.accessioned2012-08-09T19:22:27Z
dc.date.available2012-08-09T19:22:27Z
dc.date.issued1996-03
dc.identifier.urihttp://hdl.handle.net/10945/8721
dc.descriptionApproved for public release; distribution in unlimited.en_US
dc.description.abstractMilitary 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 Navyen_US
dc.description.urihttp://archive.org/details/navyadvertisingf00tann
dc.format.extent67 p.en_US
dc.language.isoen_US
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.titleNavy advertising -- from budget to execution: a trend analysis of national advertising awarenessen_US
dc.typeThesisen_US
dc.contributor.secondreaderDougherty, Julie
dc.contributor.departmentSystems Management
dc.subject.authorNavy Advertisingen_US
dc.subject.authorAdvertising Awarenessen_US
dc.subject.authorNavy Advertising Budgeten_US
dc.description.serviceLieutenant, United States Navyen_US
etd.thesisdegree.nameM.S. in Managementen_US
etd.thesisdegree.levelMastersen_US
etd.thesisdegree.disciplineManagementen_US
etd.thesisdegree.grantorNaval Postgraduate Schoolen_US


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record