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  • 1
    Online-Ressource
    Online-Ressource
    Is military advertising effective? : an estimation methodology and applications to recruiting in the 1980s and 1990s (2003)
    Santa Monica, Calif. :RAND,
    Details
    UID:
    almafu_9958279154102883
    Umfang: 1 online resource (115 p.)
    Ausgabe: 1st ed.
    ISBN: 0-8330-3598-3
    Inhalt: 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.
    Anmerkung: Description based upon print version of record. , 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 , English
    Weitere Ausg.: ISBN 0-8330-3341-7
    Sprache: Englisch
    Bibliothek Standort Signatur Band/Heft/Jahr Verfügbarkeit
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    Online-Ressource
    HU Berlin
    FU Berlin
    Charité
  • 2
    Online-Ressource
    Online-Ressource
    Is Military Advertising Effective? An Estimation Methodology and Applications to Recruiting in the 1980s and 90s : An Estimation Methodology and Applications to Recruiting in the 1980's and 1990's (2003)
    Santa Monica : RAND Corporation, The
    Details
    UID:
    gbv_1696223806
    Umfang: 1 online resource (115 pages)
    ISBN: 9780833035981
    Inhalt: 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.
    Inhalt: 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 1980s -- 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 ROLES -- ADVERTISING 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 1980s 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 -- 1990s 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.
    Anmerkung: Description based on publisher supplied metadata and other sources
    Weitere Ausg.: ISBN 9780833033413
    Weitere Ausg.: Erscheint auch als Druck-Ausgabe ISBN 9780833033413
    Sprache: Englisch
    URL: https://ebookcentral.proquest.com/lib/kxp/detail.action?docID=197459
    Bibliothek Standort Signatur Band/Heft/Jahr Verfügbarkeit
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    Online-Ressource
    MPI Bildungsforschung
  • 3
    Buch
    Buch
    Is military advertising effective ? : an estimation methodology and applications to recruiting in the 1980s and 90s (2003)
    Santa Monica, Calif : Rand
    Details
    UID:
    gbv_359724671
    Umfang: XVII, 95 S , graph. Darst
    ISBN: 0833033417
    Serie: MR / Rand Corporation 1591
    Anmerkung: Includes bibliographical references , Internetausg.: http://www.rand.org/pubs/monograph_reports/MR1591/
    Sprache: Englisch
    Schlagwort(e): USA ; Militär ; Werbung ; Evaluation ; Geschichte 1981-1997
    Bibliothek Standort Signatur Band/Heft/Jahr Verfügbarkeit
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    Buch
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  • 4
    Online-Ressource
    Online-Ressource
    Is military advertising effective? : an estimation methodology and applications to recruiting in the 1980s and 1990s (2003)
    Santa Monica, Calif. :RAND,
    Details
    UID:
    almahu_9948310345302882
    Umfang: xviii, 95 p.
    Ausgabe: Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
    Sprache: Englisch
    Schlagwort(e): Electronic books.
    URL: Click to View
    Bibliothek Standort Signatur Band/Heft/Jahr Verfügbarkeit
    BibTip Andere fanden auch interessant ...
    Online-Ressource
    HU Berlin
  • 5
    Online-Ressource
    Online-Ressource
    Is military advertising effective? : an estimation methodology and applications to recruiting in the 1980s and 90s (2003)
    Santa Monica, Calif : Rand
    Details
    UID:
    gbv_100864854X
    Umfang: 1 Online-Ressource (xvii, 95 pages)
    ISBN: 9780833033413 , 0833035983 , 0833033417 , 9780833035981
    Inhalt: 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
    Inhalt: 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
    Anmerkung: "Prepared for the Office of the Secretary of Defense , Includes bibliographical references
    Weitere Ausg.: ISBN 0833033417
    Weitere Ausg.: Druck-Ausgabe
    Weitere Ausg.: Erscheint auch als Druck-Ausgabe Dertouzos, James N., 1950- Is military advertising effective? Santa Monica, Calif : Rand, 2003
    Sprache: Englisch
    Schlagwort(e): Electronic books
    URL: Volltext  (kostenfrei)
    URL: kostenfrei
    Bibliothek Standort Signatur Band/Heft/Jahr Verfügbarkeit
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    Online-Ressource
    Volltext
    Stabi Berlin
  • 6
    Online-Ressource
    Online-Ressource
    Is Military Advertising Effective? An Estimation Methodology and Applications to Recruiting in the 1980s and 90s (2003)
    [Erscheinungsort nicht ermittelbar] : RAND Corporation
    Details
    UID:
    gbv_1877801739
    Umfang: 1 Online-Ressource
    ISBN: 9780833035981 , 9780833033413
    Inhalt: 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
    Anmerkung: English
    Sprache: Unbestimmte Sprache
    URL: kostenfrei
    Bibliothek Standort Signatur Band/Heft/Jahr Verfügbarkeit
    BibTip Andere fanden auch interessant ...
    Online-Ressource
    Stabi Berlin
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