Is military advertising effective? an estimation methodology and applications to recruiting in the 1980s and 1990s
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 decisionmaker...
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| Autores Corporativos: | , , |
| Otros Autores: | |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Santa Monica, Calif. :
RAND
2003.
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| Edición: | 1st ed |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009426441306719 |
| Sumario: | 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 1980's and mid-1990's data. |
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| Notas: | Description based upon print version of record. |
| Descripción Física: | 1 online resource (115 p.) |
| Bibliografía: | Includes bibliographical references. |
| ISBN: | 9780833035981 |
