United States Government Publishing Office publisher pbl distributor dst United States Government Accountability Office author aut Government Organization text government publication eng GAOREPORTS Legislative Agency Publications gao legislative 2010-08-12 U.S. Government Printing Office 2003-09-19 monographic deposited born digital 36 p. GA 1.13:GAO-03-1005 https://www.govinfo.gov/app/details/GAOREPORTS-GAO-03-1005 P0b002ee180381e41 f:d031005 DGPO 2010-08-12 2011-03-23 GAOREPORTS-GAO-03-1005 machine generated eng fdlp REPORT GAOREPORTS-GAO-03-1005 GAO-03-1005 Advertising Budget outlays Enlisted personnel Military enlistment Military forces Military recruiting Performance measures Program goals or objectives Other Written Product A08507 The Department of Defense (DOD) must convince more than 200,000 people each year to join the military. To assist in recruiting, the military services advertise on television, on radio, and in print and participate in other promotional activities. In the late 1990s, some of the services missed their overall recruiting goals. In response, DOD added recruiting resources by increasing its advertising, number of recruiters, and financial incentives. By fiscal year 2003, DOD's total recruiting budget was approaching $4 billion annually. At the request of Congress, GAO determined the changes in DOD's advertising programs and funding trends since the late 1990s and assessed the adequacy of measures used by DOD to evaluate the effectiveness of its advertising. GAO recommends that DOD set clear, measurable advertising https://www.govinfo.gov/content/pkg/GAOREPORTS-GAO-03-1005/html/GAOREPORTS-GAO-03-1005.htm https://www.govinfo.gov/content/pkg/GAOREPORTS-GAO-03-1005/pdf/GAOREPORTS-GAO-03-1005.pdf GAO-03-1005 https://www.govinfo.gov/app/details/GAOREPORTS-GAO-03-1005 Other Written Product GAO-03-1005; Military Recruiting: DOD Needs to Establish Objectives and Measures to Better Evaluate Advertising's Effectiveness; Advertising Budget outlays Enlisted personnel Military enlistment Military forces Military recruiting Performance measures Program goals or objectives Public Law 103-62