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FPCD-76-168 1 (1976-03-29)

handle is hein.gao/gaobaabmq0001 and id is 1 raw text is: 
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                                            UNITED ST  F 0Q11O
REPORT TO THE COci6RY W&,,F


APR 1


1976


BY THE COMPTROLLER


OF THE UNITED STATES


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Advertising For

Military Recruiting:
How Effective Is It?


Advertising expenditures for military recrui- f-
ting have increased from $6.7 million in fiscal
year 1970 to $96.1 million in fiscal year
1974.
The purposes of military advertising, in addi-
tion to obtaining recruits, are to improve the
people's attitudes toward the military and
improve the images of the services.
This report shows that few recruits can be
traced to advertising and that the attitudes
toward and images of the military have not
changed greatly for better or for worse.


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