Educational and Training Opportunities as Incentives for Military Service.
Technical rept. 1 Oct 76-30 Sep 77,
NAVAL POSTGRADUATE SCHOOL MONTEREY CALIF
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The incentive value of the Navy Campus for Achievement NCFA for recruiting was evaluated using unobtrusive measures. Recruiter demand for a recruiting aid brochure solely featuring NCFA was compared against the demand for the most popular enlisted and officer aids. A Time magazine and TV Guide ad featuring NCFA was compared against other ads in Time and TV Guide over a 3-year period by the rate of return of coupons accompanying the ads. The material featuring NCFA compared as well or better magazine ads than the other material featuring general themes. The importance of educational and training opportunities, the seasonality and limitations of advertising in recruiting, and the methodology used in the evaluation are discussed and recommendations are made. Author
- Humanities and History