LEADER 03787nam  2200601Ia 450 
001 9910220136303321
005 20200520144314.0
010   $a0-8330-3598-3
035   $a(CKB)111090529190256
035   $a(EBL)197459
035   $a(OCoLC)475901462
035   $a(SSID)ssj0000183913
035   $a(PQKBManifestationID)11183510
035   $a(PQKBTitleCode)TC0000183913
035   $a(PQKBWorkID)10199348
035   $a(PQKB)11291896
035   $a(Au-PeEL)EBL197459
035   $a(CaPaEBR)ebr10056170
035   $a(MiAaPQ)EBC197459
035   $a(EXLCZ)99111090529190256
100   $a20030107d2003      uy         0
101 0 $aeng
135   $aurcn|||||||||
181   $ctxt
182   $cc
183   $acr
200 10$aIs military advertising effective? $ean estimation methodology and applications to  recruiting in the 1980s and 1990s /$fJames N. Dertouzos, Steven Garber
205   $a1st ed.
210   $aSanta Monica, Calif. $cRAND$d2003
215   $a1 online resource (115 p.)
300   $aDescription based upon print version of record.
311   $a0-8330-3341-7 
320   $aIncludes bibliographical references.
327   $aCover; 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
327   $aADVERTISING 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
327   $aSAMPLING 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; REFERENCES
330   $aThe 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.
606   $aAdvertising$zUnited States$xEvaluation
607   $aUnited States$xArmed Forces$xRecruiting, enlistment, etc
615  0$aAdvertising$xEvaluation.
676   $a355.2/23/097309048
700   $aDertouzos$b James N.$f1950-$0904299
701   $aGarber$b Steven$f1950-$0910138
712 02$aNational Defense Research Institute (U.S.)
712 02$aRand Corporation.
712 02$aUnited States.$bDepartment of Defense.
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910220136303321
996   $aIs military advertising effective$92075491
997   $aUNINA