A Study of the Effectiveness of the Army's National Advertising Expenditures. Volume 1. Executive Summary.
Abstract
The Army's advertising expenditures, were shown to be cost-effective in a two-stage modeling process. Advertising was related to ASVAB exams, and exams were then related to accessions. The principal objective of this modeling project was to measure advertising's impact on recruiting in terms of both quantity and quality of recruits. The secondary objectives were to determine the importance of the other major factors and to analyze the impact of media alternatives. The project has been successful in that these objectives have been met: advertising payout has been measured according to target group, the importance of six other factors has been quantified, and although available data was limited, some indication of media differences was developed. The methodology employed followed standard econometric practices. A list of measurable variables was developed and data concerning those variables was compiled. The analysis covers the five-year period of 1976-1980. Exam-taking by prospects was chosen as the criterion against which we directly measured advertising's effects because exam-taking occurs fairly early in the recruiting process: after the first contact with the recruit, but before the critical negotiating session between the prospect and the career counselor.
Document Details
- Document Type
- Technical Report
- Publication Date
- Aug 31, 1981
- Accession Number
- ADA139993