Measuring Effectiveness of Military Marketing and Advertising
Abstract
A marketing and advertising evaluation method that focuses solely on the number of recruits gained is narrowly focused and does not accurately measure the effectiveness of all efforts. A brand equity construct should serve as a means to evaluate military marketing effectiveness in such a way that is useful and relevant. With the complexities of maintaining a national marketing strategy, providing oversight on local activities, and the challenges faced in today's recruiting environment, the ARNG must adopt a philosophy of marketing that is complimented by the techniques used to deliver their message. All recruiting and retention efforts should be considered a task within the organization's marketing strategy. An evaluation tool must take into account all marketing efforts. The proposed brand equity model does exactly this. This model takes a more comprehensive and strategic approach to measuring the effectiveness of marketing and advertising efforts. It recognizes the complexities and complimentary efforts of marketing. The following six key factors should drive the ARNG brand equity model: DoD market share, recruiting mission, retention mission, JAMRS survey data, diversity goals, and quality metrics.
Document Details
- Document Type
- Technical Report
- Publication Date
- Apr 29, 2016
- Accession Number
- AD1176385
Entities
People
- Nathan A Wilson
Organizations
- Marine Corps University