The Effects of Military Advertising: Evidence from the Advertising Mix Test

Abstract

Advertising is one of the central recruiting tools used by the military services in support of the all-volunteer force. This Note analyzes the effects of advertising on recruiting, providing quantitative estimates of the relative effectiveness of Army, Navy, Air Force, Marine Corps and joint advertising programs. The findings indicated that, in general, the services gain enlistments from additional advertising, and the gains of any one branch do not seem to come at the expense (in terms of lost recruits) of any other. Not only are there no important interservice competitive effects of advertising, but the advertising done by a service apparently confers important benefits on the other branches as well. Consequently, both service and joint advertising appear to be powerful tools to help meet the recruiting requirements of the all-volunteer armed forces.

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Document Details

Document Type
Technical Report
Publication Date
Mar 01, 1989
Accession Number
ADA211443

Entities

People

  • James N. Dertouzos

Organizations

  • RAND Corporation

Tags

Communities of Interest

  • Energy and Power Technologies
  • Human Systems

DTIC Thesaurus Topics

  • Air Force
  • Budgets
  • Business Administration
  • Cost Effectiveness
  • Cost Estimates
  • Data Sets
  • Department Of Defense
  • Enlisted Personnel
  • Experimental Design
  • Geographic Regions
  • Income
  • Management Personnel
  • Marine Corps
  • Military Personnel
  • Recruiting
  • Recruits
  • Standards

Readers

  • Agent-Based Social Robotics and Mobile-Assisted Learning in Virtual Environments.
  • Joint Military Operations and Doctrine.
  • Psychometric Testing or Psychological Assessment.