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Is military advertising effective? : an estimation methodology and applications to recruiting in the 1980s and 90s /
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...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Autores Corporativos: | , |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Santa Monica, Calif. :
Rand,
2003.
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| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 100 | 1 | |a Dertouzos, James N., |d 1950- | |
| 245 | 1 | 0 | |a Is military advertising effective? : |b an estimation methodology and applications to recruiting in the 1980s and 90s / |c James N. Dertouzos, Steven Garber. |
| 260 | |a Santa Monica, Calif. : |b Rand, |c 2003. | ||
| 300 | |a 1 online resource (xvii, 95 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 347 | |a text file | ||
| 347 | |b PDF | ||
| 500 | |a "Prepared for the Office of the Secretary of Defense." | ||
| 504 | |a Includes bibliographical references. | ||
| 505 | 0 | |a Program participation -- The caseload -- Outcomes for leavers -- Conclusions and next steps. | |
| 520 | |a 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. | ||
| 588 | 0 | |a Print version record. | |
| 590 | |a JSTOR |b Books at JSTOR Open Access | ||
| 590 | |a JSTOR |b Books at JSTOR All Purchased | ||
| 651 | 0 | |a United States |x Armed Forces |x Recruiting, enlistment, etc. | |
| 650 | 0 | |a Advertising |z United States |x Evaluation. | |
| 650 | 7 | |a TECHNOLOGY & ENGINEERING |x Military Science. |2 bisacsh | |
| 650 | 7 | |a HISTORY |x Military |x Other. |2 bisacsh | |
| 650 | 7 | |a POLITICAL SCIENCE |x Political Freedom. |2 bisacsh | |
| 650 | 7 | |a Advertising |x Evaluation |2 fast | |
| 650 | 7 | |a Recruiting and enlistment |2 fast | |
| 651 | 7 | |a United States |2 fast | |
| 700 | 1 | |a Garber, Steven, |d 1950- | |
| 710 | 2 | |a Rand Corporation. | |
| 710 | 2 | |a National Defense Research Institute (U.S.) | |
| 776 | 0 | 8 | |i Print version: |a Dertouzos, James N., 1950- |t Is military advertising effective?. |d Santa Monica, Calif. : Rand, 2003 |z 0833033417 |w (DLC) 2003041264 |w (OCoLC)51454571 |
| 856 | 4 | 0 | |u https://jstor.uam.elogim.com/stable/10.7249/mr1591osd |z Texto completo |
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