James N. Dertouzos, Steven Garber (2003). Is Military Advertising Effective: An Estimation Methodology and Applications to Recruiting in the 1980s and 90s. National Defense Research Institute.
The authors of this study assessed the cost and advantages of military recruiting advertising in the years of 1980s and 90s, the purpose of which is to evaluate profits and disadvantages of the operation, addressing four main issues:
The effectiveness of military advertising in increasing enlistments.
The most cost-effective advertising media.
To what extent can recruiting outcomes be improved by reallocating total advertising budgets across media.
Whether the recruiting outcomes can be improved (and to what degree) with the condition that advertising …show more content…
Chapter 2
Provides an overview of military advertising from year the 1985 to 1997, compare the usage of money being used in the military advertising in five services and its effectiveness.
With figures and the explanations that been given, it’s easier to understand the increase in advertising prices and the military budget share of each timeline. To have a better understanding of the budget of five programs and its reliability on different media, the comparison with the year of the 1980s is made.
At the beginning of the chapter, the figures and the research data are stated in years, then the statistics are shown in months, in addition, to have a deeper comprehending in seasonal patterns of military advertising. Giving an example of NLF and NCAA playoffs and youth career decision making, thus effectively certify that “television advertising is thought to make potential recruits more interested in receiving the detailed information provided by print media and recruiters at the points of decision that occur months later”.
Chapter …show more content…
To certify the idea, authors uses an example of a high school student, thus making it more understandable for the readers. Also providing with analysis of an Army leads data, suggesting that advertisement can have effects on a person after a few months and that different media effectiveness can differ in targeting population.
Chapter 5
Dedicates to describes the early 1980s Army data that was used to develop new methods for estimation of the effects of advertising on enlistment outcomes and to apply them to recent data. Using the tabulation statistics of Army data from July 1981 to June 1984.
Chapter 6
Economical analysis to outlay the advertising effects. The equations and its explanation are showed to understand the econometric specifications and different methods.
Chapter 7
Applying to the early 1980s Army data research that has been described in Chapter 5. Using graphics and tables to explore the effects of advertising.
Chapter 8
The effectiveness of advertising and its changes in different aspects such as environment, economic, youth attitude, advertising budget, strategy, etc. from 1993 to
The authors of this study assessed the cost and advantages of military recruiting advertising in the years of 1980s and 90s, the purpose of which is to evaluate profits and disadvantages of the operation, addressing four main issues:
The effectiveness of military advertising in increasing enlistments.
The most cost-effective advertising media.
To what extent can recruiting outcomes be improved by reallocating total advertising budgets across media.
Whether the recruiting outcomes can be improved (and to what degree) with the condition that advertising …show more content…
Chapter 2
Provides an overview of military advertising from year the 1985 to 1997, compare the usage of money being used in the military advertising in five services and its effectiveness.
With figures and the explanations that been given, it’s easier to understand the increase in advertising prices and the military budget share of each timeline. To have a better understanding of the budget of five programs and its reliability on different media, the comparison with the year of the 1980s is made.
At the beginning of the chapter, the figures and the research data are stated in years, then the statistics are shown in months, in addition, to have a deeper comprehending in seasonal patterns of military advertising. Giving an example of NLF and NCAA playoffs and youth career decision making, thus effectively certify that “television advertising is thought to make potential recruits more interested in receiving the detailed information provided by print media and recruiters at the points of decision that occur months later”.
Chapter …show more content…
To certify the idea, authors uses an example of a high school student, thus making it more understandable for the readers. Also providing with analysis of an Army leads data, suggesting that advertisement can have effects on a person after a few months and that different media effectiveness can differ in targeting population.
Chapter 5
Dedicates to describes the early 1980s Army data that was used to develop new methods for estimation of the effects of advertising on enlistment outcomes and to apply them to recent data. Using the tabulation statistics of Army data from July 1981 to June 1984.
Chapter 6
Economical analysis to outlay the advertising effects. The equations and its explanation are showed to understand the econometric specifications and different methods.
Chapter 7
Applying to the early 1980s Army data research that has been described in Chapter 5. Using graphics and tables to explore the effects of advertising.
Chapter 8
The effectiveness of advertising and its changes in different aspects such as environment, economic, youth attitude, advertising budget, strategy, etc. from 1993 to