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| Author | : United States. General Accounting Office |
| Publisher | : |
| Total Pages | : 80 |
| Release | : 1976 |
| Genre | : Advertising |
| ISBN | : |
| Author | : National Research Council |
| Publisher | : National Academies Press |
| Total Pages | : 343 |
| Release | : 2003-02-01 |
| Genre | : Social Science |
| ISBN | : 0309085314 |
Recruiting an all-volunteer military is a formidable task. To successfully enlist one eligible recruit, the Army must contact approximately 120 young people. The National Research Council explores the various factors that will determine whether the military can realistically expect to recruit an adequate fighting force-one that will meet its upcoming needs. It also assesses the military's expected manpower needs and projects the numbers of youth who are likely to be available over the next 20 years to meet these needs. With clearly written text and useful graphics, Attitudes, Aptitudes, and Aspirations of American Youth offers an overview of important issues for military recruiters, touching on a number of important topics including: sex and race, education and aptitude, physical and moral attributes, and military life and working conditions. In addition, the book looks at how a potential recruit would approach the decision to enlist, considering personal, family, and social values, and the options for other employment or college. Building on the need to increase young Americans' "propensity to enlist," this book offers useful recommendations for increasing educational opportunities while in the service and for developing advertising strategies that include concepts of patriotism and duty to country. Of primary value to military policymakers, recruitment officers, and analysts, Attitudes, Aptitudes, and Aspirations of American Youth will also interest social scientists and policy makers interested in youth trends.
| Author | : United States Government Accountability Office |
| Publisher | : Createspace Independent Publishing Platform |
| Total Pages | : 52 |
| Release | : 2017-09-23 |
| Genre | : Advertising |
| ISBN | : 9781977546562 |
As part of its efforts to meet yearly recruitment goals for the military, DOD requested almost $575 million in fiscal year 2017 to conduct advertising intended to increase awareness of military service and ultimately generate leads for potential recruits. Senate Report 114-49 included a provision for GAO to assess DOD's advertising activities. This report examines the extent to which DOD (1) has coordinated advertising activities among the military service components, (2) has followed commercial best practices to assess the effectiveness of advertising activities, and (3) has oversight of its components' advertising activities. GAO identified best practices for assessing the effectiveness of advertising in consultation with advertising industry experts and reviewed DOD and service policies and the most recent version of each military service components' advertising plans, from fiscal years 2014-16.
| Author | : Andrew Von Ah |
| Publisher | : |
| Total Pages | : 51 |
| Release | : 2016-06-15 |
| Genre | : |
| ISBN | : 9781457873546 |
As part of its efforts to meet yearly recruitment goals for the military, the Department of Defense (DOD) requested almost $575 million in FY 2017 to conduct advertising intended to increase awareness of military service and ultimately generate leads for potential recruits. This report examines the extent to which DOD (1) has coordinated advertising activities among the military service components; (2) has followed commercial best practices to assess the effectiveness of advertising activities; and (3) has oversight of its components' advertising activities. Tables and figures. This is a print on demand report.
| Author | : James N. Dertouzos |
| Publisher | : Rand Corporation |
| Total Pages | : 115 |
| Release | : 2003-06-03 |
| Genre | : Political Science |
| ISBN | : 0833035983 |
The Defense Department has been spending over $100 million annually on recruiting advertising. Previous econometric studies of military advertising's effects have relied on data from time periods unlike today's and have used models possibly inappropriate for supporting today's decisionmakers. This report details improved methods developed to assess military advertising's effectiveness and illustrates them using early 1980s and mid-1990s data.
| Author | : National Research Council |
| Publisher | : National Academies Press |
| Total Pages | : 212 |
| Release | : 2004-04-15 |
| Genre | : Technology & Engineering |
| ISBN | : 9780309091275 |
It is anticipated that in the coming decade the Department of Defense (DoD) will field and test new advertising and recruiting initiatives designed to improve the recruiting outlook. The DoD needs a comprehensive research and evaluation strategy based on sound research principles that will ensure valid, reliable, and relevant results to discover the most promising policies. The primary objective of this book is to help the DoD improve its research on advertising and recruiting policies. Evaluating Military Advertising and Recruiting: Theory and Methodology presents a framework for evaluation that links different types of research questions to various research methodologies. The framework identifies four major categories of research questions and four broad methodological approaches. The first category of research question asks "What does a target audience see as attractive or unattractive features of a program?" It is well suited to examination via qualitative methods, such as focus groups, unstructured or open-ended surveys, and interviews. The second category of research question asks "What is the effect of a program on specified attitudes or behavioral intentions?" It is well suited to examination via surveys, experiments, and quasi experiments. The third category of research question asks "What is the effect of a proposed new program on enlistment?" It is well suited to examination via experiments and quasi experiments. The final category of research question asks "What is the effect of an existing program on enlistment?" It is well suited to examination via econometric modeling.
| Author | : U S Government Accountability Offi Gao |
| Publisher | : |
| Total Pages | : 52 |
| Release | : 2019-06-20 |
| Genre | : |
| ISBN | : 9781073479719 |
DOD ADVERTISING: Better Coordination, Performance Measurement, and Oversight Needed to Help Meet Recruitment Goals
| Author | : Vincent P. Carroll |
| Publisher | : |
| Total Pages | : 309 |
| Release | : 1987 |
| Genre | : Advertising |
| ISBN | : |
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.
| Author | : Brendan Maartens |
| Publisher | : Routledge |
| Total Pages | : 236 |
| Release | : 2020-11-19 |
| Genre | : Business & Economics |
| ISBN | : 1000263851 |
This book represents the first international investigation of military recruitment advertising, public relations and propaganda. Comprised of eleven case studies that explore mobilisation work in Africa, the Americas, Asia and Europe, it covers more than a hundred years of recent history, with chapters on the First and Second World Wars, the Cold War, and the present day. The book explores such promotion in countries both large and small, and in times of both war and peace, with readers gaining an insight into the different strategies and tactics used to motivate men, women and occasionally even children to serve and fight in many parts of the world. Readers will also learn about the crucial but little-known role of commercial advertising, public relations and media professionals in the production and distribution of recruitment promotion. This book, the first of its kind to be published, will explore that role, and in the process address two questions that are central to studies of media and conflict: how do militaries encourage civilians to join up, and are they successful in doing so? It is a multi-disciplinary project intended for a diverse academic audience, including postgraduate students exploring aspects of war, propaganda and public opinion, and researchers working across the domains of history, communications studies, conflict studies, psychology, and philosophy.
| Author | : James N. Dertouzos |
| Publisher | : |
| Total Pages | : 95 |
| Release | : 2003 |
| Genre | : United States |
| ISBN | : 9780833033413 |
This report documents research findings from a RAND project titled "The Relative Cost Effectiveness of Military Advertising," the goal of which was to develop and apply a methodology for assessing the cost effectiveness of the services' advertising programs and to provide guidance for a more efficient allocation of resources in the future. The project was sponsored by the Director for Accession Policy (Force Management Policy). This report examines issues related to the effectiveness of recruiting advertising during the 1980s and 1990s. It describes the policy context, summarizes the current state of knowledge, and identifies several conceptual and methodological issues. In addition, it describes a framework developed for estimating advertising effects and how that framework was applied in an analysis of 198Os Army advertising programs. It also discusses how this methodology was used to analyze 1993-1997 DoD-wide information. The empirical results from the study strongly support the view that advertising has been a cost effective recruiting tool and provide some guidance for future improvements. Data deficiencies and analytic challenges associated with recruiting environment complexity, however, made it impossible to determine the most effective mix of advertising. Nonetheless, the concepts and methods developed can help guide future advertising research, and the general policy conclusions regarding past advertising programs remain valid. Additional research is necessary if future allocations of recruiting resources, including advertising dollars, are to be made optimally.
