• Cite/Export
  Cite/Export

  Copy a citation

  APA (6th ed.)

  

  Chicago (Author-Date, 15th ed.)

  

  Harvard (18th ed.)

  

  MLA (7th ed.)

  

  Turabian (6th ed.)

  

  Export a citation

  Export to RefWorks   Export to EndNote   Export to EasyBib   Cancel

  Note: Citations are based on reference standards. However, formatting rules can vary widely between applications and fields of interest or study. The specific requirements or preferences of your reviewing publisher, classroom teacher, institution or organization should be applied.
• Print
• E-mail
  E-mail

  All fields are required.

  The E-mail Address(es) field is required. Please enter recipient e-mail address(es).

  The E-mail Address(es) you entered is(are) not in a valid format. Please re-enter recipient e-mail address(es).

  You may send this item to up to five recipients.

  Enter recipient e-mail address(es): Separate up to five addresses with commas (,)

  The name field is required. Please enter your name.

  Enter your name: The subject field is required. Please enter the subject. Subject:

  The E-mail message field is required. Please enter the message.

  E-mail Message: I thought you might be interested in this item at http://www.worldcat.org/oclc/51454571 Title: Is military advertising effective? : an estimation methodology and applications to recruiting in the 1980s and 1990s Author: James N Dertouzos; Steven Garber; National Defense Research Institute (U.S.); Rand Corporation; United States. Dept. of Defense Publisher: Santa Monica, Calif. : Rand, 2003. ISBN/ISSN: 0833033417 9780833033413 OCLC:51454571

  
  

  The ReCaptcha terms you entered were incorrect. Please try to match the 2 words shown in the window, or try the audio version.

  Cancel
• Share
• Permalink
  Permalink

  Copy this URL to link to this page:

• Write a review
• Rate this item:
• • 1
  • 2
  • 3
  • 4
  • 5

More like this

Subjects

• United States -- Armed Forces -- Recruiting, enlistment, etc.
• Advertising -- United States -- Evaluation.

Similar Items

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

Author:	James N Dertouzos; Steven Garber; National Defense Research Institute (U.S.); Rand Corporation.; United States. Dept. of Defense
Publisher:	Santa Monica, Calif. : Rand, 2003.
Edition/Format:	Book : eBook : EnglishView all editions and formats
Summary:	The Department of Defense has been spending over $100 million annually on advertising to support recruiting. Previous econometric studies of military advertising's effectiveness have relied on data from time periods unlike today's and have used models possibly inappropriate for supporting decisionmakers addressing today's policy issues. This report details improved methods developed to assess military advertising's effectiveness and illustrates them using early 1980s and mid-1990s data. Several policy issues are addressed: How effective has advertising been in increasing enlistments? What media appear to be the most cost-effective? Will budget reallocation improve outcomes? Will an increased budget improve outcomes? An overview of trends in military advertising from 1986 to 1997 is included, as are the results of a search of literature on military advertising as well as in the areas of psychology, marketing, and economics pertaining to persuasion and consumer-product advertising. Application of the newly developed methods shows that the four services appear to have gained considerably from advertising and that in comparison to other alternatives, advertising appears to be an effective recruiting tool.  Read more...
Rating:	(not yet rated) 0 with reviews - Be the first.