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Is Military Advertising Effective? An Estimation Methodology and Applications to Recruiting in the 1980s and 90s

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 r...

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Gardado en:
Main Authors: Dertouzos, James N., Garber, Steven
Formato: Online
Idioma:inglés
Publicado: RAND Corporation 2023
Subjects:
Political Science
Management & Organizational Behavior
thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJM Management and management techniques::KJMV Management of specific areas::KJMV2 Personnel and human resources management
thema EDItEUR::J Society and Social Sciences::JP Politics and government::JPV Political control and freedoms
Acceso en liña:ONIX_20231005_9780833035981_323
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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 1980s and mid-1990s data.

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