DoD (Department of Defense) Advertising Mix Test. Comparison of Joint-Service with Service-Specific Strategies and Levels of Funding,
ASSISTANT SECRETARY OF DEFENSE (FORCE MANAGEMENT AND PERSONNEL) WASHINGTON D C
Pagination or Media Count:
This document describes the formulation and execution of a DoD-sponsored field experiment to test the effect of advertising on enlistments under alternative budget levels. It reports the research findings and addresses their potential budget implications. The DoD Advertising Mix Test, implemented as an experiment in Fiscal Year FY 1984, revealed that those geographic areas subject to an approximate 40-percent budget reduction in total advertising produced enlistment results equal to, and occasionally better than, other geographic areas unaffected by budget reductions. Moreover, in explaining the enlistment performance of those geographic areas subject to large total budget reductions, differences in the share of the total budget allocated to Joint advertising appear to be a contributing factor. The research findings suggest that the pattern of growth in Service-specific advertising during the past decade need not continue and could be reversed without adverse impact on recruiting.
- Administration and Management
- Personnel Management and Labor Relations