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DOCUMENT RESU3E
02761 - [A1993061] 4.e.i -,--
(Government Eipenditures for Advertising]. LCD-77-434; B-144618.
Jujy 12, 1977. 4 pp.
Report to Rep. Max Baucus; by Robert G Rothwell (for Fred J.
Shafer, Director, Logistics and Commuaicitions Div.
Contact: Logistics and Communications Div.
Organization Concerned: General Services Administration.
Congressional Relevance: Rep. Max Baucus.
Total Gcvernment advertising costs have been obtained
by carrying out special studies or 7,ne-time reporting. There is
no Government-wide definition of advertising and no central
location within the Government where such infoimation can be
obtained. Findings/Conclusions: In fiscal years 1974 and 1975,
31 agencies spent about $189 million and $199 million,
respectively, for advertising. There is no requirement that
agencies identify a.lvertising costs within thieir budgets.
Because advertising effectiveness depends on many factors,
including intended audience, evaluation is best viewed on a
program-by-program abis. Only a few such evaluations have been
done. The evidence indicates that the Army's advertising aimed
at recruiting an all-volunteer force has contribute& only
modestly. (DJM)](ViewImageLocal?handle=hein.gao/gaobaackt0001&div=1&collection=&method=preview&ext=.png&size=3)