An Analysis of Advertising Effectiveness for U.S. Navy Recruiting

Abstract

This thesis estimates the effect of Navy television advertising on enlistment rates of high quality male recruits (Armed Forces Qualification Test (AFQT) score of 50 or higher and a high school diploma). Additionally, the effects of Navy radio, Navy journal, Navy direct mail, Joint television (Joint advertising is for all Armed Forces), Joint journal, and Joint direct mail advertising are explored. Enlistments are modeled as a function of several factors including advertising, recruiters, and economic. Regression analyses (Ordinary Least Squares and Two Stage Least Squares) explore the relationship between male high quality contracts and various advertising and economic factors. Results indicate that Navy television advertising, Navy direct mail advertising, Navy radio advertising, Joint television advertising and Joint direct mail advertising have a significant impact on recruiting performance over time and across recruiting districts.

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Document Details

Document Type
Technical Report
Publication Date
Sep 01, 1997
Accession Number
ADA341072

Entities

People

  • Cheryl J. Eskins

Organizations

  • Naval Postgraduate School

Tags

Communities of Interest

  • Materials and Manufacturing Processes

DTIC Thesaurus Topics

  • Business Administration
  • Climate Change
  • Contracts
  • Corporations
  • Data Analysis
  • Data Science
  • Data Sets
  • Department Of Defense
  • Descriptive Analytics
  • Economics
  • Information Science
  • Operations Research
  • Probability
  • Recruiting
  • Regression Analysis
  • Social Sciences
  • Statistics

Readers

  • Naval Personnel Management
  • Technical Research and Report Writing.