Measuring the Impact of Advertising on Army Recruiting: Data Envelopment Analysisand Advertising Effectiveness

摘要

The objective of this study was to initiate evaluation of the effectiveness ofArmy advertising. The study employed Data Envelopment Analysis (DEA) and goal programming methodologies to (1) enhance the existing DEA-based mission model, (2) initiate analysis of further advertising variables, and (3) thereby obtain a basis for a future media-allocation model. The objectives were attained and software was provided and implemented on USAREC machines and successfully run by USAREC personnel in at least four demonstrations as well as in current in-house utilizations.