Hidden Bibliographic Details
| Other authors / contributors: | Garber, Steven, 1950-
Rand Corporation.
National Defense Research Institute (U.S.)
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| ISBN: | 0833035983
9780833035981
0833033417
9780833033413
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| Digital file characteristics: | text file PDF
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| Notes: | "Prepared for the Office of the Secretary of Defense."
Includes bibliographical references.
Print version record.
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| 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.
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| Other form: | Print version: Dertouzos, James N., 1950- Is military advertising effective?. Santa Monica, Calif. : Rand, 2003 0833033417
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