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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Bibliografische gegevens
Hoofdauteur: Dertouzos, James N. (auth)
Andere auteurs: Garber, Steven (auth)
Formaat: Elektronisch Hoofdstuk
Taal:Engels
Gepubliceerd in: RAND Corporation 2003
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