Advertising For Military Recruiting How Effective Is It
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Advertising For Military Recruiting How Effective Is It
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Author : United States. General Accounting Office
language : en
Publisher:
Release Date : 1976
Advertising For Military Recruiting How Effective Is It written by United States. General Accounting Office and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1976 with Advertising categories.
Is Military Advertising Effective An Estimation Methodology And Applications To Recruiting In The 1980s And 90s
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Author : James N. Dertouzos
language : en
Publisher: Rand Corporation
Release Date : 2003-06-03
Is Military Advertising Effective An Estimation Methodology And Applications To Recruiting In The 1980s And 90s written by James N. Dertouzos and has been published by Rand Corporation this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-06-03 with Political Science categories.
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.
Advertising For Military Recruiting
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Author : United States Accounting Office (GAO)
language : en
Publisher: Createspace Independent Publishing Platform
Release Date : 2018-08-20
Advertising For Military Recruiting written by United States Accounting Office (GAO) and has been published by Createspace Independent Publishing Platform this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-08-20 with categories.
Advertising for Military Recruiting: How Effective Is It?
Is Military Advertising Effective
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Author : James N. Dertouzos
language : en
Publisher:
Release Date : 2003
Is Military Advertising Effective written by James N. Dertouzos and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with United States categories.
This report documents research findings from a RAND project titled "The Relative Cost Effectiveness of Military Advertising," the goal of which was to develop and apply a methodology for assessing the cost effectiveness of the services' advertising programs and to provide guidance for a more efficient allocation of resources in the future. The project was sponsored by the Director for Accession Policy (Force Management Policy). This report examines issues related to the effectiveness of recruiting advertising during the 1980s and 1990s. It describes the policy context, summarizes the current state of knowledge, and identifies several conceptual and methodological issues. In addition, it describes a framework developed for estimating advertising effects and how that framework was applied in an analysis of 198Os Army advertising programs. It also discusses how this methodology was used to analyze 1993-1997 DoD-wide information. The empirical results from the study strongly support the view that advertising has been a cost effective recruiting tool and provide some guidance for future improvements. Data deficiencies and analytic challenges associated with recruiting environment complexity, however, made it impossible to determine the most effective mix of advertising. Nonetheless, the concepts and methods developed can help guide future advertising research, and the general policy conclusions regarding past advertising programs remain valid. Additional research is necessary if future allocations of recruiting resources, including advertising dollars, are to be made optimally.
Is Military Advertising Effective An Estimation Methodology And Applications To Recruiting In The 1980 S And 90s
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Author :
language : en
Publisher:
Release Date : 2003
Is Military Advertising Effective An Estimation Methodology And Applications To Recruiting In The 1980 S And 90s written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with categories.
This report documents research findings from a RAND project titled "The Relative Cost Effectiveness of Military Advertising," the goal of which was to develop and apply a methodology for assessing the cost effectiveness of the services' advertising programs and to provide guidance for a more efficient allocation of resources in the future. The project was sponsored by the Director for Accession Policy (Force Management Policy). This report examines issues related to the effectiveness of recruiting advertising during the 1980s and 1990s. It describes the policy context, summarizes the current state of knowledge, and identifies several conceptual and methodological issues. In addition, it describes a framework developed for estimating advertising effects and how that framework was applied in an analysis of 198Os Army advertising programs. It also discusses how this methodology was used to analyze 1993-1997 DoD-wide information. The empirical results from the study strongly support the view that advertising has been a cost effective recruiting tool and provide some guidance for future improvements. Data deficiencies and analytic challenges associated with recruiting environment complexity, however, made it impossible to determine the most effective mix of advertising. Nonetheless, the concepts and methods developed can help guide future advertising research, and the general policy conclusions regarding past advertising programs remain valid. Additional research is necessary if future allocations of recruiting resources, including advertising dollars, are to be made optimally.
Advertising For Military Recruiting
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Author : United States. General Accounting Office
language : en
Publisher:
Release Date : 1976
Advertising For Military Recruiting written by United States. General Accounting Office and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1976 with categories.
Military Recruiting Dod Needs To Establish Objectives And Measures To Better Evaluate Advertising S Effectiveness
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Author :
language : en
Publisher: DIANE Publishing
Release Date :
Military Recruiting Dod Needs To Establish Objectives And Measures To Better Evaluate Advertising S Effectiveness written by and has been published by DIANE Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on with categories.
Evaluating Military Advertising And Recruiting
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Author : National Research Council
language : en
Publisher: National Academies Press
Release Date : 2004-04-15
Evaluating Military Advertising And Recruiting written by National Research Council and has been published by National Academies Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-04-15 with Technology & Engineering categories.
It is anticipated that in the coming decade the Department of Defense (DoD) will field and test new advertising and recruiting initiatives designed to improve the recruiting outlook. The DoD needs a comprehensive research and evaluation strategy based on sound research principles that will ensure valid, reliable, and relevant results to discover the most promising policies. The primary objective of this book is to help the DoD improve its research on advertising and recruiting policies. Evaluating Military Advertising and Recruiting: Theory and Methodology presents a framework for evaluation that links different types of research questions to various research methodologies. The framework identifies four major categories of research questions and four broad methodological approaches. The first category of research question asks "What does a target audience see as attractive or unattractive features of a program?" It is well suited to examination via qualitative methods, such as focus groups, unstructured or open-ended surveys, and interviews. The second category of research question asks "What is the effect of a program on specified attitudes or behavioral intentions?" It is well suited to examination via surveys, experiments, and quasi experiments. The third category of research question asks "What is the effect of a proposed new program on enlistment?" It is well suited to examination via experiments and quasi experiments. The final category of research question asks "What is the effect of an existing program on enlistment?" It is well suited to examination via econometric modeling.
Propaganda And Public Relations In Military Recruitment
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Author : Brendan Maartens
language : en
Publisher: Routledge
Release Date : 2020-11-19
Propaganda And Public Relations In Military Recruitment written by Brendan Maartens and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-11-19 with Business & Economics categories.
This book represents the first international investigation of military recruitment advertising, public relations and propaganda. Comprised of eleven case studies that explore mobilisation work in Africa, the Americas, Asia and Europe, it covers more than a hundred years of recent history, with chapters on the First and Second World Wars, the Cold War, and the present day. The book explores such promotion in countries both large and small, and in times of both war and peace, with readers gaining an insight into the different strategies and tactics used to motivate men, women and occasionally even children to serve and fight in many parts of the world. Readers will also learn about the crucial but little-known role of commercial advertising, public relations and media professionals in the production and distribution of recruitment promotion. This book, the first of its kind to be published, will explore that role, and in the process address two questions that are central to studies of media and conflict: how do militaries encourage civilians to join up, and are they successful in doing so? It is a multi-disciplinary project intended for a diverse academic audience, including postgraduate students exploring aspects of war, propaganda and public opinion, and researchers working across the domains of history, communications studies, conflict studies, psychology, and philosophy.
An Evaluation Of Joint And Service Specific Advertising Efficiency For Military Recruitment
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Author :
language : en
Publisher:
Release Date : 2000
An Evaluation Of Joint And Service Specific Advertising Efficiency For Military Recruitment written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with categories.
This report examines whether advertising money is more efficiently allocated to Joint advertising or to Service-specific advertising (Army, Navy, Air Force, Marines). This is done using data gathered in 1984 under the Department of Defense sponsored 'Advertising Mix Test' wherein a designed experiment varied the levels of joint and service-specific advertising across the U.S. and observed the number of recruits obtained. Previous studies have not considered the efficiency with which different entities conduct recruiting activities, and it is possible that a good program can be inefficiently run, or an inferior program can be efficiently run, thus leading to incorrect conclusions if efficiency is ignored. Here we show that in the test data design, the