03787nam 2200601Ia 450 991022013630332120200520144314.00-8330-3598-3(CKB)111090529190256(EBL)197459(OCoLC)475901462(SSID)ssj0000183913(PQKBManifestationID)11183510(PQKBTitleCode)TC0000183913(PQKBWorkID)10199348(PQKB)11291896(Au-PeEL)EBL197459(CaPaEBR)ebr10056170(MiAaPQ)EBC197459(EXLCZ)9911109052919025620030107d2003 uy 0engurcn|||||||||txtccrIs military advertising effective? an estimation methodology and applications to recruiting in the 1980s and 1990s /James N. Dertouzos, Steven Garber1st ed.Santa Monica, Calif. RAND20031 online resource (115 p.)Description based upon print version of record.0-8330-3341-7 Includes bibliographical references.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 TIMINGADVERTISING 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 SPENDINGSAMPLING VARIABILITY AND ITS IMPLICATIONS Chapter Eight ADVERTISING EFFECTIVENESS FROM 1993 TO 1997; 1990's CHANGES IN RECRUITING AND MARKETING ENVIRONMENTS; DATA FROM 1993-1997; ECONOMETRIC APPROACH; RESULTS; Chapter Nine CONCLUSIONS; Appendix MODEL SPECIFICATION TESTS AND TIME PERIOD COMPARISONS; REFERENCESThe 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 1980's and mid-1990's data.AdvertisingUnited StatesEvaluationUnited StatesArmed ForcesRecruiting, enlistment, etcAdvertisingEvaluation.355.2/23/097309048Dertouzos James N.1950-904299Garber Steven1950-910138National Defense Research Institute (U.S.)Rand Corporation.United States.Department of Defense.MiAaPQMiAaPQMiAaPQBOOK9910220136303321Is military advertising effective2075491UNINA