Is military advertising effective? : an estimation methodology and applications to recruiting in the 1980s and 90s / James N. Dertouzos, Steven Garber

Englisch

Santa Monica, Calif : Rand, 2003

1 Online-Ressource (xvii, 95 pages)

"Prepared for the Office of the Secretary of Defense

Includes bibliographical references

Print version: Dertouzos, James N., 1950-: Is military advertising effective?. - Santa Monica, Calif : Rand, 2003

978-0-8330-3341-3 electronic bk.

0-8330-3598-3 : electronic bk.

0-8330-3341-7

978-0-8330-3598-1 : electronic bk.

Weitere Ausgaben: 0-8330-3341-7 (Druckausgabe)

RAND/MR-1591-OSD

*United States -- Armed Forces -- Recruiting, enlistment, etc ; Advertising -- United States -- Evaluation ; Electronic books ; United States ; Advertising

*Electronic books ; Advertising ; Evaluation ; Recruiting and enlistment ; Military Administration ; Military & Naval Science ; Law, Politics & Government ; United States ; TECHNOLOGY & ENGINEERING ; Military Science ; HISTORY ; Military ; Other ; POLITICAL SCIENCE ; Political Freedom

Klassifikation der Library of Congress: UB323

Dewey Dezimal-Klassifikation: 355.2/23/097309048;

bisacsh: POL035000

bisacsh: HIS 027130

bisacsh: BUS030000

bisacsh: TEC 025000

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

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

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