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Record Nr. |
UNINA9910828237303321 |
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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 |
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Pubbl/distr/stampa |
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Washington, D.C. : , : National Academies Press, , 2004 |
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ISBN |
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1-280-17652-0 |
9786610176526 |
0-309-52947-6 |
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Descrizione fisica |
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1 online resource (208 pages) |
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Altri autori (Persone) |
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SackettPaul R |
MavorAnne S |
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Disciplina |
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Soggetti |
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Manpower - United States |
Youth - United States |
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 and index. |
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Nota di contenuto |
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""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"" |
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