TY  - GEN
T1  - Is military advertising effective? : an estimation methodology and applications to recruiting in the 1980s and 90s
A1  - Dertouzos, James N., 1950-
A2  - Garber, Steven, 1950-
LA  - English
PP  - Santa Monica, Calif.
PB  - Rand
YR  - 2003
UL  - https://ebooks.jgu.edu.in/Record/ebsco_acadsubs_ocm55202613
AB  - 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.
OP  - 95
NO  - "Prepared for the Office of the Secretary of Defense."
CN  - UB323 .D44 2003eb
SN  - 0833035983
SN  - 9780833035981
SN  - 0833033417
SN  - 9780833033413
KW  - United States : Armed Forces : Recruiting, enlistment, etc.
KW  - Advertising : United States : Evaluation.
KW  - TECHNOLOGY & ENGINEERING : Military Science.
KW  - HISTORY : Military : Other.
KW  - POLITICAL SCIENCE : Political Freedom.
KW  - Advertising : Evaluation
KW  - Recruiting and enlistment
KW  - United States
ER  -