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Record Nr. |
UNINA9910220136303321 |
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Autore |
Dertouzos James N. <1950-> |
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Titolo |
Is military advertising effective? : an estimation methodology and applications to recruiting in the 1980s and 1990s / / James N. Dertouzos, Steven Garber |
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Pubbl/distr/stampa |
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Santa Monica, Calif., : RAND, 2003 |
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ISBN |
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Edizione |
[1st ed.] |
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Descrizione fisica |
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1 online resource (115 p.) |
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Altri autori (Persone) |
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Disciplina |
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Soggetti |
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Advertising - United States - Evaluation |
United States Armed Forces Recruiting, enlistment, etc |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references. |
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Nota di contenuto |
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Cover; PREFACE; CONTENTS; FIGURES; TABLES; SUMMARY; ACKNOWLEDGMENTS; Chapter One INTRODUCTION; Chapter Two OVERVIEW OF MILITARY ADVERTISING; Chapter Three LITERATURE REVIEW; ADVERTISING AND THEORIES OF PERSUASION; ECONOMETRIC STUDIES OF CONSUMER-PRODUCT ADVERTISING; BRAND EQUITY; RECRUITING ADVERTISING RESEARCH; RAND Research in the 1980's; Other Studies of Recruiting Advertising; SUMMARY; Chapter Four ADDITIONAL CONCEPTUAL ISSUES; ADVERTISING CAN INFLUENCE YOUTH BEHAVIOR AT MULTIPLE DECISION STAGES; DATA ON ARMY LEADS AND CONTRACTS PROVIDE SOME INSIGHTS ABOUT TIMING |
ADVERTISING IN DIFFERENT MEDIA MAY PLAY COMPLEMENTARY ROLESADVERTISING REALITIES REQUIRE COMPLEX ANALYSIS; Chapter Five DATA USED TO DEVELOP NEW METHODS FOR THIS STUDY; Chapter Six NEW ECONOMETRIC SPECIFICATION; RECRUITING POSSIBILITY FRONTIER; OBSERVED NUMBERS OF CONTRACTS; DEVELOPING AN ESTIMABLE FORM; REDUCED FORM; Chapter Seven ESTIMATES FOR THE ARMY IN THE 1980's AND THEIR IMPLICATIONS; PARAMETER ESTIMATES; RELATIONSHIPS OF ENLISTMENTS TO ADVERTISING SPENDING ON DIFFERENT MEDIA; TIME PATTERNS OF EFFECTS OF DIFFERENT MEDIA; POTENTIAL GAINS FROM REALLOCATING OR INCREASING SPENDING |
SAMPLING VARIABILITY AND ITS IMPLICATIONS Chapter Eight |
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