Is military advertising effective? : an estimation methodology and applications to recruiting in the 1980s and 1990s / James N. Dertouzos, Steven Garber.

Format:

Book

Author/Creator:

Dertouzos, James N., 1950-

Contributor:

National Defense Research Institute (U.S.)

Rand Corporation.

United States. Department of Defense.

Garber, Steven, 1950-

Language:

English

Subjects (All):

Advertising--United States--Evaluation.

Advertising.

United States--Armed Forces--Recruiting, enlistment, etc.

United States.

Physical Description:

1 online resource (115 p.)

Edition:

1st ed.

Place of Publication:

Santa Monica, Calif. : RAND, 2003.

Language Note:

English

Summary:

The 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.

Contents:

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 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

Notes:

Description based upon print version of record.

Includes bibliographical references.

ISBN:

0-8330-3598-3

OCLC:

475901462