MILITARY RECRUITING: DOD Needs to Establish Objectives and Measures to Better Evaluate Advertising's Effectiveness

Abstract

The Department of Defense (DOD) must convince more than 200,000 people each year to join the military. To assist in recruiting, the military services advertise on television, on radio, and in print and participate in other promotional activities. In the late 1990s, some of the services missed their overall recruiting goals. In response, DOD added recruiting resources by increasing its advertising, number of recruiters, and financial incentives. By fiscal year 2003, DOD's total recruiting budget was approaching $4 billion annually.

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Document Details

Document Type
Technical Report
Publication Date
Sep 19, 2003
Accession Number
AD1152779

Entities

People

  • Derek Stewart

Organizations

  • United States Government Accountability Office

Tags

Communities of Interest

  • Human Systems

DTIC Thesaurus Topics

  • Accounting
  • Active Duty
  • Air Force
  • Air National Guard
  • Business Administration
  • Commerce
  • Congress
  • Contractors
  • Department Of Defense
  • Electronic Mail
  • Employment
  • Governments
  • Internet
  • Law
  • Management Personnel
  • Marine Corps
  • Market Research
  • Marketing
  • Military Personnel
  • Money
  • National Guard
  • Recruiting
  • Recruits
  • United States
  • Websites

Readers

  • Government Contracting/Procurement.
  • Military History of the United States in the 20th Century.
  • Naval Personnel Management