Accession Number:

ADA341072

Title:

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

Descriptive Note:

Master's thesis

Corporate Author:

NAVAL POSTGRADUATE SCHOOL MONTEREY CA

Personal Author(s):

Report Date:

1997-09-01

Pagination or Media Count:

70.0

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.

Subject Categories:

  • Administration and Management
  • Personnel Management and Labor Relations

Distribution Statement:

APPROVED FOR PUBLIC RELEASE