Government Expenditures for Advertising

LCD-77-434: Published: Jul 12, 1977. Publicly Released: Jul 12, 1977.

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Total Government advertising costs have been obtained by carrying out special studies or one-time reporting. There is no Government-wide definition of advertising and no central location within the Government where such information can be obtained.

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 advertising costs within their budgets. Because advertising effectiveness depends on many factors, including intended audience, evaluation is best viewed on a program-by-program basis. Only a few such evaluations have been done. The evidence indicates that the Army's advertising aimed at recruiting an all-volunteer force has contributed only modestly.

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