TY - BOOK ID - 12019115 TI - Is military advertising effective? AU - Dertouzos, James N AU - Garber, Steven AU - Rand Corporation. AU - National Defense Research Institute (U.S.) PY - 2003 SN - 0833035983 0833033417 9780833035981 9780833033413 PB - Santa Monica, Calif. Rand DB - UniCat KW - Advertising--United States--Evaluation. KW - United States--Armed Forces--Recruiting, enlistment, etc. KW - Advertising KW - Military Administration KW - Military & Naval Science KW - Law, Politics & Government KW - Evaluation KW - Evaluation. KW - United States KW - Armed Forces KW - Recruiting, enlistment, etc. KW - Ads KW - Advertisements KW - Advertising, Consumer KW - Advertising, Retail KW - Advertising, Store KW - Commercial speech KW - Consumer advertising KW - Retail advertising KW - Speech, Commercial KW - Store advertising KW - Retail trade KW - Business KW - Communication in marketing KW - Industrial publicity KW - Advertisers KW - Branding (Marketing) KW - Propaganda KW - Public relations KW - Publicity KW - Sales promotion KW - Selling UR - https://www.unicat.be/uniCat?func=search&query=sysid:12019115 AB - 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. ER -