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

• 作者: Dertouzos, James N.,
• 其他作者: Garber, Steven, , Rand Corporation. , National Defense Research Institute (U.S.)
• 出版: Santa Monica, Calif. : Rand 2003.
• 稽核項: 1 online resource (xvii, 95 pages) :illustrations.
• 標題: MilitaryOther. , TECHNOLOGY & ENGINEERING Military Science. , POLITICAL SCIENCE Political Freedom. , United States Armed Forces -- Recruiting, enlistment, etc. , Recruiting and enlistment. , Armed ForcesRecruiting, enlistment, etc. , HISTORY Military -- Other. , Military & Naval Science. , TECHNOLOGY & ENGINEERING , Advertising Evaluation. , United States , Advertising , POLITICAL SCIENCE , Electronic books. , Military Administration. , Military Science. , HISTORY , Law, Politics & Government. , Political Freedom. , Evaluation. , Advertising United States -- Evaluation. , United States.
• ISBN: 0833035983 , 9780833035981
• ISBN: 0833033417 , 9780833033413
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• 附註: "Prepared for the Office of the Secretary of Defense." Includes bibliographical references. Program participation -- The caseload -- Outcomes for leavers -- Conclusions and next steps.
• 摘要: 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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• 系統號: 005307732
• 資料類型: 電子書
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