Educational and Training Opportunities as Incentives for Military Service.

reportActive / Technical Report | Accession Number: ADA053838 | Open PDF

Abstract:

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

Author(s):
Arima, James K.
Author Organization(s):
NAVAL POSTGRADUATE SCHOOL MONTEREY CALIF
Descriptive Note:
Technical rept. 1 Oct 76-30 Sep 77,
Pagination:
0035

Security Markings

DOCUMENT & CONTEXTUAL SUMMARY

Distribution:
Approved For Public Release

RECORD

Collection: TR
Identifying Numbers
Report Number(s):
NPS54-78-3
 Subject Terms
Joint Capability Areas:
JCA_1_Force Support; JCA_1.2_Force Preparation; JCA_1.3_Human Capital Management; JCA_1.3.2_Personnel Management; JCA_1.2.3_Educating; JCA_5_Command and Control; JCA_5.3_Planning; JCA_5.3.2_Apply Situational Understanding; JCA_6.4.1_Secure Information Exchange; JCA_1.2.1_Training; JCA_6_Net Centric; JCA_6.4_Information Assurance; JCA_8.1.3_Influence Adversary and Competitor Audiences; JCA_8.1_Communicate; JCA_8_Building Partnerships; JCA_1.4_Force Support; JCA_1.3.1_Personnel and Family Support; JCA_1.4.1_Force Health Protection; JCA_1.4.2_Health Service Delivery; JCA_4.3_Maintain; JCA_1.2.5_Lessons Learned
Communities of Interest:
Human Systems
Descriptor(s):
*RECRUITING, *NAVAL TRAINING, EDUCATION, PERSONNEL MANAGEMENT, PUBLIC RELATIONS, MOTIVATION, PERIODICALS, MASS MEDIA
Field(s)/Group(s):
Humanities and History
Keyword(s):
Advertising
Report Date:
1978 Feb 01