Evaluating Military Advertising and Recruiting
Title | Evaluating Military Advertising and Recruiting PDF eBook |
Author | National Research Council |
Publisher | National Academies Press |
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.
Attitudes, Aptitudes, and Aspirations of American Youth
Title | Attitudes, Aptitudes, and Aspirations of American Youth PDF eBook |
Author | National Research Council |
Publisher | National Academies Press |
Pages | 342 |
Release | 2003-01-01 |
Genre | Social Science |
ISBN | 0309169186 |
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.
Military recruiting DOD needs to establish objectives and measures to better evaluate advertising's effectiveness.
Title | Military recruiting DOD needs to establish objectives and measures to better evaluate advertising's effectiveness. PDF eBook |
Author | |
Publisher | DIANE Publishing |
Pages | 36 |
Release | |
Genre | |
ISBN | 1428942483 |
Is Military Advertising Effective? An Estimation Methodology and Applications to Recruiting in the 1980s and 90s
Title | Is Military Advertising Effective? An Estimation Methodology and Applications to Recruiting in the 1980s and 90s PDF eBook |
Author | James N. Dertouzos |
Publisher | Rand Corporation |
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.
An Evaluation of Joint and Service-Specific Advertising Efficiency for Military Recruitment
Title | An Evaluation of Joint and Service-Specific Advertising Efficiency for Military Recruitment PDF eBook |
Author | |
Publisher | |
Pages | 0 |
Release | 2000 |
Genre | |
ISBN |
This report examines whether advertising money is more efficiently allocated to Joint advertising or to Service-specific advertising (Army, Navy, Air Force, Marines). This is done using data gathered in 1984 under the Department of Defense sponsored 'Advertising Mix Test' wherein a designed experiment varied the levels of joint and service-specific advertising across the U.S. and observed the number of recruits obtained. Previous studies have not considered the efficiency with which different entities conduct recruiting activities, and it is possible that a good program can be inefficiently run, or an inferior program can be efficiently run, thus leading to incorrect conclusions if efficiency is ignored. Here we show that in the test data design, the.
Performance Evaluation and Army Recruiting
Title | Performance Evaluation and Army Recruiting PDF eBook |
Author | James N. Dertouzos |
Publisher | Rand Corporation |
Pages | 127 |
Release | 2008-03-31 |
Genre | Political Science |
ISBN | 0833045822 |
Traditional performance metrics, such as number of contracts signed per month per Army recruiter, do not adequately measure recruiter effort, skill, and productivity. The authors develop a "preferred performance metric" that takes into account the difficulty of recruiting different types of youth in various markets and propose short-term changes to the system that would more accurately assess recruiter effort and skill.
Is Military Advertising Effective?
Title | Is Military Advertising Effective? PDF eBook |
Author | |
Publisher | |
Pages | 95 |
Release | 2003 |
Genre | Advertising |
ISBN | 9780833033413 |