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Image for Is Military Advertising Effective?

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

Dertouzos, James N., Garber, Steven
See all formats and editions

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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Product Details
RAND
0833033417 / 9780833033413
Paperback / softback
355.223097309048
19/01/2004
United States
English
96 p.
postgraduate /research & professional /undergraduate Learn More
1KBB USA, 3JJPN c 1980 to c 1990, 3JJPR c 1990 to c 2000, JPVL Political campaigning & advertising, JWT Military life & institutions, JWX Other warfare & defence issues
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