Measuring the Impact of Advertising on Army Recruiting: Data Envelopment Analysis and Advertising Effectiveness

Abstract

The objective of this study was to initiate evaluation of the effectiveness of Army advertising. The study employed Data Envelopment Analysis (DEA) and goal programming methodologies to (1) enhance the existing DEA-based mission model, (2) initiate analysis of further advertising variables, and (3) thereby obtain a basis for a future media-allocation model. The objectives were attained and software was provided and implemented on USAREC machines and successfully run by USAREC personnel in at least four demonstrations as well as in current in-house utilizations.

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Document Details

Document Type
Technical Report
Publication Date
Jul 01, 1990
Accession Number
ADA236779

Entities

People

  • Abraham Charnes

Organizations

  • University of Texas at Austin

Tags

Communities of Interest

  • Human Systems
  • Materials and Manufacturing Processes

DTIC Thesaurus Topics

  • Business Administration
  • C Programming Language
  • Computer Programming
  • Computers
  • Contracts
  • Data Analysis
  • Databases
  • Department Of Defense
  • Goal Programming
  • High Resolution
  • Linear Programming
  • Marketing
  • Operations Research
  • Personnel Management
  • Recruiting
  • United States
  • User Manuals

Readers

  • Computational Modeling and Simulation
  • Naval Personnel Management
  • Software Engineering