Is military advertising effective? : an estimation methodology and applications to recruiting in the 1980s and 1990s /

Is military advertising effective? : an estimation methodology and applications to recruiting in the 1980s and 1990s /

Saved in:

Bibliographic Details
Author / Creator:	Dertouzos, James N., 1950-
Imprint:	Santa Monica, Calif. : Rand, 2003.
Description:	xvii, 95 p. : ill. ; 23 cm.
Language:	English
Subject:	Advertising -- Evaluation. Recruiting and enlistment. Advertising -- United States -- Evaluation. United States -- Armed Forces -- Recruiting, enlistment, etc. United States.
Format:	Print Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/4908468

Hidden Bibliographic Details
Other authors / contributors:	Garber, Steven, 1950- Rand Corporation. National Defense Research Institute (U.S.)
ISBN:	0833033417
Notes:	"Prepared for the Office of the Secretary of Defense." Includes bibliographical references.

Table of Contents:

Preface
Figures
Tables
Summary
Acknowledgments
Chapter 1. Introduction
Chapter 2. Overview of Military Advertising
Chapter 3. Literature Review
Chapter 4. Additional Conceptual Issues
Chapter 5. Data Used to Develop New Methods for This Study
Chapter 6. New Econometric Specification
Chapter 7. Estimates for the Army in the 1980s and Their Implications
Chapter 8. Advertising Effectiveness from 1993 to 1997
Chapter 9. Conclusions
Appendix: Model Specification Tests and Time Period Comparisons
References