Title Is military advertising effective? : an estimation methodology and applications to recruiting in the 1980s and 90s / James N. Dertouzos, Steven Garber.

Publication Info.

Santa Monica, Calif. : Rand, 2003.

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Description	1 online resource (xvii, 95 pages) : illustrations
Note	"Prepared for the Office of the Secretary of Defense."
Bibliography	Includes bibliographical references.
Contents	Program Participation -- The Caseload -- Outcomes for Leavers -- Conclusions and Next Steps.
Summary	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.
Note	Print version record.
Subject	United States -- Armed Forces -- Recruiting, enlistment, etc.
	Advertising -- United States -- Evaluation.
	TECHNOLOGY & ENGINEERING -- Military Science.
	HISTORY -- Military -- Other.
	POLITICAL SCIENCE -- Political Freedom.
	Advertising -- Evaluation. (OCoLC)fst00797628
	Recruiting and enlistment. (OCoLC)fst01091944
	United States. (OCoLC)fst01204155
Added Author	Garber, Steven, 1950-
	Rand Corporation.
	National Defense Research Institute (U.S.)
Other Form:	Print version: Dertouzos, James N., 1950- Is military advertising effective?. Santa Monica, Calif. : Rand, 2003 0833033417 (DLC) 2003041264 (OCoLC)51454571
ISBN	0833035983 (electronic bk.)
	9780833035981 (electronic bk.)
Report No.	RAND/MR-1591-OSD

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