Accession Number : ADA139995

Title :   A Study of the Effectiveness of the Army's National Advertising Expenditures. Volume 3. Appendices.

Descriptive Note : Final draft rept. 27 Sep 79-31 Aug 81.

Corporate Author : AYER (N W) INC NEW YORK

PDF Url : ADA139995

Report Date : 31 Aug 1981

Pagination or Media Count : 191

Abstract : The objective of developing this process perspective was not to incorporate into it every element of the recruiting system, but to outline those elements which are critical to developing a measurement of the influence of advertising spending levels. This overview of the recruiting process specifies that the pool of eligible enlistment candidates receives a continual flow of information that impacts perceptions about the viability of enlistment in the Army. The quantity and quality of this information acts to impact both the level of awareness of opportunities offered by the Army and attitudes toward the Army, thus creating an atmosphere that affects responsiveness to contacts made by the recruiter force and inducing people to seek out recruiters on their own. The ability of the recruiters as salesmen to present Army pay and benefits in a manner competitive with alternative service recruiting efforts results in the number of candidates who make a commitment to begin the enlistment process by going to an Armed Forces Enlistment Entry Station (AFEES) and taking mental and physical exams.

Descriptors :   *Management planning and control, *Army budgets, *Recruiting, *Army personnel, *Cost effectiveness, Army procurement, Mass media, Marketing, Public relations, Awareness, Jobs, Salaries, Recruits, Cost estimates, Cost models, Army planning, Econometrics, Computer programs, Tables(Data), Statistical analysis, Variables, Feasibility studies

Subject Categories : Administration and Management
      Economics and Cost Analysis
      Personnel Management and Labor Relations

Distribution Statement : APPROVED FOR PUBLIC RELEASE