AN ECONOMETRIC STUDY OF RECRUITMENT MARKETING IN THE UNITED-STATES-NAVY

The purpose of this study is to investigate the effectiveness of these efforts, primarily advertising and personal selling, within the general framework of the recruiting environment. The study uses insights into the recruiting process, provided by the Navy Recruiting Command, along with principles of economics and marketing to develop an econometric model of recruiting performance. The econometric models reveal that both environmental and marketing variables had significant impact on variations in recruiting performance over time and across recruiting districts. The specific response effects for leads and contracts are reported in the 'discussion of results' section. The 'conclusions' section integrates several of these results along three dimensions: (1) the relative influence of environmental versus marketing variables on recruiting performance, (2) differences in the response structures for leads, delayed-entry and direct-shipment contracts, 93) the relative effectiveness of media advertising and personal selling.