DoD (Department of Defense) Advertising Mix Test. Comparison of Joint-Service with Service-Specific Strategies and Levels of Funding,

Abstract

This document describes the formulation and execution of a DoD-sponsored field experiment to test the effect of advertising on enlistments under alternative budget levels. It reports the research findings and addresses their potential budget implications. The DoD Advertising Mix Test, implemented as an experiment in Fiscal Year (FY) 1984, revealed that those geographic areas subject to an approximate 40-percent budget reduction in total advertising produced enlistment results equal to, and occasionally better than, other geographic areas unaffected by budget reductions. Moreover, in explaining the enlistment performance of those geographic areas subject to large total budget reductions, differences in the share of the total budget allocated to Joint advertising appear to be a contributing factor. The research findings suggest that the pattern of growth in Service-specific advertising during the past decade need not continue and could be reversed without adverse impact on recruiting.

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Document Details

Document Type
Technical Report
Publication Date
Jul 01, 1987
Accession Number
ADA186775

Entities

People

  • Vincent P. Carroll

Organizations

  • Assistant Secretary of Defense for Force Management Policy

Tags

Communities of Interest

  • Biomedical
  • C4I
  • Energy and Power Technologies
  • Human Systems

DTIC Thesaurus Topics

  • Business Administration
  • Commerce
  • Computational Science
  • Data Mining
  • Data Science
  • Databases
  • Enlisted Personnel
  • Geographic Regions
  • Geography
  • Information Processing
  • Information Science
  • Knowledge Management
  • Military Research
  • Regression Analysis
  • Statistical Algorithms
  • Surveys
  • Trade Associations

Readers

  • Defense Acquisition Program Management
  • International Journalism and Media Studies.
  • Regression Analysis.