Accession Number : ADA139793

Title :   Leads and Quality Enlistments: The Relative Impacts of Joint and Navy Specific Advertising on Production of Upper Mental, HSDG (High School Degree Graduate), Male, Navy Enlistments,

Corporate Author : DUKE UNIV DURHAM NC CENTER FOR APPLIED BUSINESS RESEARCH

Personal Author(s) : Morey,R C

PDF Url : ADA139793

Report Date : Mar 1983

Pagination or Media Count : 26

Abstract : This research utilizes a four equation regression system, using FY80 and FY81 data, from the Navy Recruiting and Joint DOD Advertising Campaigns for enlisted personnel. It compares for the first time the relative merits of those Navy national leads obtained from a Navy source versus those Navy national leads obtained from a JADOR source. It also analyzes the Navy's local leads, i.e., those obtained from the Navy's LAMS Program. The respective yield rates from each of the three types of leads relative to Upper Mental, HSDG (High School Degree Graduate) enlistment contracts is analyzed, after adjustments for demographics and recruiter. An approach for determining the optimal resource mix is also provided. (Author)

Descriptors :   *Management planning and control, *Planning programming budgeting, *Cost analysis, *Recruiting, *Naval personnel, Enlisted personnel, Cost effectiveness, Resources, Education, Marketing, Mass media, Regression analysis, Cost estimates, Economic analysis, Naval budgets

Subject Categories : Administration and Management
      Economics and Cost Analysis
      Humanities and History

Distribution Statement : APPROVED FOR PUBLIC RELEASE