Evaluating Military Advertising and Recruiting : Theory and Methodology.

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Sackett, Paul R.
Otros Autores: Mavor, Anne S., National Research Council (U. S.), Committee on the Youth Population and Military Recruitment Staff
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Washington : National Academies Press, 2004.
Temas:
Manpower > United States.
Youth > United States.
Main-d'œuvre > États-Unis.
Jeunesse > États-Unis.
Manpower
Recruiting and enlistment
Youth
United States > Armed Forces > Recruiting, enlistment, etc.
United States
Acceso en línea:Texto completo
Tabla de Contenidos:
  • FrontMatter
  • Preface
  • Contents
  • Executive Summary
  • 1 Introduction
  • 2 Theoretical Approaches
  • 3 Monitoring Trends in Youth Attitudes, Values, and Propensity
  • 4 Advertising Planning: Generative and Evaluative Approaches
  • 5 Determining Optimal Levels of Advertising and Recruiting Resources
  • 6 The Timing and Levels of Joint and Service-Specific Advertising
  • 7 Determining Optimal Types of Incentives
  • 8 Performance Management of Recruiters
  • 9 Conclusions and Recommendations
  • References
  • Appendix: Biographical Sketches
  • Index

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