|
|
|
|
|
|
|
|
1. |
Record Nr. |
UNINA9910780331803321 |
|
|
Titolo |
Evaluating military advertising and recruiting : theory and methodology / / Committee on the Youth Population and Military Recruitment--phase II ; Paul R. Sackett and Anne S. Mavor, editors |
|
|
|
|
|
|
|
Pubbl/distr/stampa |
|
|
Washington, D.C. : , : National Academies Press, , 2004 |
|
|
|
|
|
|
|
ISBN |
|
1-280-17652-0 |
9786610176526 |
0-309-52947-6 |
|
|
|
|
|
|
|
|
Descrizione fisica |
|
1 online resource (208 pages) |
|
|
|
|
|
|
Altri autori (Persone) |
|
SackettPaul R |
MavorAnne S |
|
|
|
|
|
|
|
|
Disciplina |
|
|
|
|
|
|
Soggetti |
|
Manpower - United States |
Youth - United States |
United States Armed Forces Recruiting, enlistment, etc |
|
|
|
|
|
|
|
|
Lingua di pubblicazione |
|
|
|
|
|
|
Formato |
Materiale a stampa |
|
|
|
|
|
Livello bibliografico |
Monografia |
|
|
|
|
|
Note generali |
|
Description based upon print version of record. |
|
|
|
|
|
|
Nota di bibliografia |
|
Includes bibliographical references and index. |
|
|
|
|
|
|
Nota di contenuto |
|
""Front Matter""; ""Preface""; ""Contents""; ""Executive Summary""; ""1 Introduction""; ""2 Theoretical Approaches""; ""3 Monitoring Trends in Youth Attitudes, Values, and Propensity""; ""4 Advertising Planning: Generative and Evaluative Approaches""; ""5 Determining Optimal Levels of Advertising and Recruiting Resources""; ""6 The Timing and Levels of Joint and Service-Specific Advertising""; ""7 Determining Optimal Types of Incentives""; ""8 Performance Management of Recruiters""; ""9 Conclusions and Recommendations""; ""References""; ""Appendix: Biographical Sketches""; ""Index"" |
|
|
|
|
|
|
|