A Critical Examination of the Navy's Advertising Strategy, Assessment Measures, and Practices

Abstract

The Navy's advertising strategy and advertising assessment practices (from October 1998 - February 2001) are critically examined. In addition, the advertising creative approach and tactics used by the Marine Corps for their FY00 advertising campaign are benchmarked for comparison to the advertising creative approach and tactics used by the Navy for the same period. Finally, alternative measures of advertising effectiveness are proposed. The findings of this study suggest that the Navy's advertising assessment and effectiveness practices need to be greatly improved. At present, the Navy has no internal practices for assessing the persuasiveness of its advertising, and no viable research mechanism for designing and assessing their advertising creative. The findings in this research are based directly on data obtained from the Navy and its advertising agency, BBDO Worldwide, Inc. In the fall of 2000 the Navy obtained a new advertising agency, Campbell-Ewald, Inc. It is recommended that the Navy experiment and implement some of the specific recommendations of this research as new campaigns are developed with its agency.

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Document Details

Document Type
Technical Report
Publication Date
Aug 01, 2002
Accession Number
ADA405700

Entities

People

  • Gregory Boller
  • Tanja Blackstone

Organizations

  • Navy Personnel Research, Studies, and Technology

Tags

Communities of Interest

  • Human Systems
  • Weapons Technologies

DTIC Thesaurus Topics

  • African Americans
  • Air Force
  • Business Administration
  • Department Of Defense
  • Education
  • Ethnic Groups
  • Identification
  • Marine Corps
  • Measures Of Effectiveness
  • Personality
  • Psychology
  • Recruiting
  • Reliability
  • Standards
  • Students
  • Training
  • Websites

Readers

  • Government Contracting/Procurement.
  • Joint Military Operations and Doctrine.
  • Organizational Process Management (OPM).