ISBN:
9780833033413
,
0833035983
,
0833033417
,
9780833035981
Language:
English
Pages:
1 Online-Ressource (xvii, 95 pages)
Parallel Title:
Print version Dertouzos, James N., 1950- Is military advertising effective?
Keywords:
Advertising Evaluation
;
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
;
United States Armed Forces
;
Recruiting, enlistment, etc
;
United States
;
Electronic books
Abstract:
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
Abstract:
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
Note:
"Prepared for the Office of the Secretary of Defense
,
Includes bibliographical references
URL:
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