Accession Number : ADA186775

Title :   DoD (Department of Defense) Advertising Mix Test. Comparison of Joint-Service with Service-Specific Strategies and Levels of Funding,

Corporate Author : ASSISTANT SECRETARY OF DEFENSE (FORCE MANAGEMENT AND PERSONNEL) WASHINGTON D C

Personal Author(s) : Carroll, Vincent P

PDF Url : ADA186775

Report Date : Jul 1987

Pagination or Media Count : 309

Abstract : 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.

Descriptors :   *RECRUITING, *DEPARTMENT OF DEFENSE, *ENLISTED PERSONNEL, *JOINT MILITARY ACTIVITIES, *MILITARY BUDGETS, ADVERSE CONDITIONS, BUDGETS, REDUCTION, GEOGRAPHIC AREAS, COMPARISON, FIELD TESTS, PLANNING PROGRAMMING BUDGETING, MILITARY REQUIREMENTS, MILITARY FORCES(UNITED STATES), STRATEGY

Subject Categories : Administration and Management
      Personnel Management and Labor Relations

Distribution Statement : APPROVED FOR PUBLIC RELEASE