Is military advertising effective? : an estimation methodology and applications to recruiting in the 1980s and 90s /

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The Defense Department has been spending over $100 million annually on recruiting advertising. Previous econometric studies of military advertising's effects have relied on data from time periods unlike today's and have used models possibly inappropriate for supporting today's decisio...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Dertouzos, James N., 1950-
Autores Corporativos: Rand Corporation, National Defense Research Institute (U.S.)
Otros Autores: Garber, Steven, 1950-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Santa Monica, Calif. : Rand, 2003.
Temas:
Advertising > United States > Evaluation.
TECHNOLOGY & ENGINEERING > Military Science.
HISTORY > Military > Other.
POLITICAL SCIENCE > Political Freedom.
Advertising > Evaluation
Recruiting and enlistment
United States > Armed Forces > Recruiting, enlistment, etc.
United States
Acceso en línea:Texto completo
Descripción
Sumario:The Defense Department has been spending over $100 million annually on recruiting advertising. Previous econometric studies of military advertising's effects have relied on data from time periods unlike today's and have used models possibly inappropriate for supporting today's decisionmakers. This report details improved methods developed to assess military advertising's effectiveness and illustrates them using early 1980s and mid-1990s data.
Notas:"Prepared for the Office of the Secretary of Defense."
Descripción Física:1 online resource (xvii, 95 pages) : illustrations
Bibliografía:Includes bibliographical references.
ISBN:0833035983
9780833035981

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