Is Military Advertising Effective? An Estimation Methodology and Applications to Recruiting in the 1980s and 90s

• Main Author: Dertouzos, James N. (auth)
• Other Authors: Garber, Steven (auth)
• Format: Electronic Book Chapter
• Language: English
• Published: RAND Corporation 2003
• Subjects: Personnel & human resources management; Political control & freedoms; Political Science; Management & Organizational Behavior
• Online Access: DOAB: download the publication; DOAB: description of the publication

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...