Joint DoD versus Navy Specific Lead Generation Advertising: Comparison of Conversion Rates to Quality Enlistments and Marginal Costs.

Abstract

Navy national leads come from two sources, Navy-specific advertising and Joint DOD advertising. This paper provides some quantitative insights into the tradeoffs operating. The conversion rates for Navy NOIC male leads from a Navy-specific source of advertising to a quality enlistment is compared to that for Navy NOIC male leads from JQDOR source of advertising, and estimated to be 70% higher. Reductions in Navy specific advertising could result in a decline of quality Navy enlistments unless Joint Advertising expenditures were increased very substantially.

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Document Details

Document Type
Technical Report
Publication Date
Sep 01, 1984
Accession Number
ADA146902

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  • R. C. Morey

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  • Human Systems

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  • Abstracts
  • Air Force
  • Business Administration
  • Commerce
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  • Conversion
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  • Insensitive Explosives
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  • Life Cycle Cost Analysis
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