Educational and Training Opportunities as Incentives for Military Service.

Abstract

The incentive value of the Navy Campus for Achievement (NCFA) for recruiting was evaluated using unobtrusive measures. Recruiter demand for a recruiting aid (brochure) solely featuring NCFA was compared against the demand for the most popular enlisted and officer aids. A Time magazine and TV Guide ad featuring NCFA was compared against other ads in Time and TV Guide over a 3-year period by the rate of return of coupons accompanying the ads. The material featuring NCFA compared as well or better (magazine ads) than the other material featuring general themes. The importance of educational and training opportunities, the seasonality and limitations of advertising in recruiting, and the methodology used in the evaluation are discussed and recommendations are made. (Author)

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Document Details

Document Type
Technical Report
Publication Date
Feb 01, 1978
Accession Number
ADA053838

Entities

People

  • James K. Arima

Organizations

  • Naval Postgraduate School

Tags

Communities of Interest

  • Human Systems

DTIC Thesaurus Topics

  • Acquisition
  • Air Force
  • Business Administration
  • Contracts
  • Education
  • Enlisted Personnel
  • Hard Copy
  • Human Behavior
  • Military Research
  • Motivation
  • Naval Personnel
  • Recruiting
  • Recruits
  • Social Sciences
  • Students
  • Training
  • United States

Readers

  • Computer Networking
  • Distributed Systems and Data Platform Development
  • Naval Personnel Management