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

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

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Author: Steven Garber
Number of Pages: 96 pages
Published Date: 01 Mar 2004
Publisher: RAND
Publication Country: Santa Monica, CA, United States
Language: English
ISBN: 9780833033413
File size: 32 Mb
File Name: is.military.advertising.effective.an.estimation.methodology.and.applications.to.recruiting.in.the.1980s.and.90s.pdf
Download Link: is military advertising effective an estimation methodology and applications to recruiting in the 1980s and 90s
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The Defense Department has been spending over USD100 million annually on recruiting advertising. Previous econometric studies of military advertising 1s effects have relied on data from time periods Unlike today 1s and have used models possibly inappropriate for supporting today's decisionmakers. This report details improved methods developed to assess military advertising 1s effectiveness and illustrates them using early 1980s and mid-1990s data.

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