Measuring the Impact of National Advertising on Recruiting by Data Envelopment Analysis Methods
Abstract
Empirical Pareto-Efficient Production Function means to assess the impact of advertising in U.S. Army Recruiting are developed utilizing Data Envelopment Analysis (DEA). Results show that service specific advertising is more effective in producing high quality army contracts. These results corroborate earlier findings by the authors based on DEA that address the joint vs. service specific advertising issue. DEA analyses need to be performed with various other service outputs and inputs to complete these developments. However, the already developed DEA applications provide an empirical, battalion- level basis for management decisions regarding the Service-Joint advertising issue and other resource trade-offs. The rate of change measure is easily incorporated into previously developed informatics utilized for DEA. True decision support can then be provided to the recruiting command through DEA on the impact of advertising of different types, and on the allocation of other resources. Thus DEA can provide the basis of a Decision Support System which will systematically provide insights from the data while maintaining the managerial level resolution needed to implement those insights into decisions. Keywords: Advertising effectiveness, Resource allocation, Joint advertising mix experiment, Sensitivity analysis, U.S. Army recruiting command, Service advertising, Joint advertising.
Document Details
- Document Type
- Technical Report
- Publication Date
- Feb 15, 1988
- Accession Number
- ADA191591
Entities
People
- Abraham Charnes
- B. Golany
- Brian T. Kirby
- J. Mcgahan
- J. Semple D.
- William W. Cooper
Organizations
- University of Texas at Austin