| Is Military Advertising Effective?: An Estimate Methology and Applications to Recuiting in the 1980s and 90s Contributor(s): Dertouzous, James N. (Author) |
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ISBN: 0833033417 ISBN-13: 9780833033413 Publisher: RAND Corporation OUR PRICE: $19.00 Product Type: Paperback Published: January 2004 Annotation: Develops improved econometric analysis methods for evaluating whether military advertising has been effective in increasing the numbers of high-quality enlistments in the services and illustrates the methods using data from the early 1980s and mid-1990s. |
| Additional Information |
| BISAC Categories: - Technology & Engineering | Military Science - Political Science | Reference - Business & Economics | Human Resources & Personnel Management |
| Dewey: 355.223 |
| LCCN: 2003041264 |
| Lexile Measure: 1560 |
| Physical Information: 0.26" H x 6.14" W x 8.9" (0.37 lbs) 96 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: The Defense Department has been spending over USD100 million annually on recruiting advertising. Previous econometric studies of military advertising 1s effects have relied on data from time periods Unlike today 1s and have used models possibly inappropriate for supporting today's decisionmakers. This report details improved methods developed to assess military advertising 1s effectiveness and illustrates them using early 1980s and mid-1990s data. |