Is Military Advertising Effective? An Estimation Methodology and Applications to Recruiting in the 1980s and 90s
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 decisio...
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| Format: | Elektroniczne Rozdział |
| Język: | angielski |
| Wydane: |
RAND Corporation
2003
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| Hasła przedmiotowe: | |
| Dostęp online: | DOAB: download the publication DOAB: description of the publication |
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| Streszczenie: | 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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| ISBN: | MR1591OSD 9780833035981 9780833033413 |
| Ograniczenie dostępu: | Open Access |