Is military advertising effective? : an estimation methodology and applications to recruiting in the 1980s and 1990s

Is military advertising effective? an estimation methodology and applications to recruiting in the 1980s and 1990s

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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 decisionmaker...

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Detalles Bibliográficos
Autor principal: Dertouzos, James N., 1950- (-)
Autores Corporativos: National Defense Research Institute (U.S.) (-), Rand Corporation, United States. Department of Defense
Otros Autores: Garber, Steven, 1950-
Formato: Libro electrónico
Idioma:Inglés
Publicado: Santa Monica, Calif. : RAND 2003.
Edición:1st ed
Materias:
Advertising > United States > Evaluation.
United States > Armed Forces > Recruiting, enlistment, etc.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009426441306719
Descripción
Sumario: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 1980's and mid-1990's data.
Notas:Description based upon print version of record.
Descripción Física:1 online resource (115 p.)
Bibliografía:Includes bibliographical references.
ISBN:9780833035981

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