Recruiting effects of Army advertising / James N. Dertouzos, J. Michael Polich with Anil Bamezai, Thomas Chesnutt.

By:

Dertouzos, James N, 1950- [author.]

Contributor(s):

Publisher: Santa Monica, CA : RAND, 1989Description: xi, 40 pages ; 28 cmContent type:

text

Media type:

computer
unmediated

Carrier type:

online resource
volume

ISBN:

0833009133

Subject(s):

Genre/Form:

Electronic books.

LOC classification:

UB323 .R43 1989

Online resources:

Click here to access online

Available additional physical forms:

Also available on the internet via WWW in PDF format.

Summary: This report analyzes the effects of Army advertising on recruiting. It uses an econometric analysis of information describing advertising patterns for the three-year period from 1981 to 1984. A model that controls for economic conditions, local area characteristics, the magnitude and direction of recruiter effort, and levels of other recruiting resources permits identification of the independent effects of different advertising purchases on the short-run supply of high-quality enlistments in the Army. The results show that, in general, advertising expenditures in a given month have a significant and immediate effect on the number of high-quality enlistments in the Army. Moreover, the advertising increases enlistments for as long as six months. The effects imply that the Army's national and local advertising programs compare favorably with other recruiting tools in terms of cost per high-quality enlistee.

Item type:

eBooks

Average rating: 0.0 (0 votes)

Holdings ( 0 )
Title notes ( 7 )

No physical items for this record

"January 1989."

"National Defense Research Institute"--Cover.

This research was "prepared within RAND's Defense Manpower Research Center"--Preface.

Includes bibliographical references (p. 37-40).

This report analyzes the effects of Army advertising on recruiting. It uses an econometric analysis of information describing advertising patterns for the three-year period from 1981 to 1984. A model that controls for economic conditions, local area characteristics, the magnitude and direction of recruiter effort, and levels of other recruiting resources permits identification of the independent effects of different advertising purchases on the short-run supply of high-quality enlistments in the Army. The results show that, in general, advertising expenditures in a given month have a significant and immediate effect on the number of high-quality enlistments in the Army. Moreover, the advertising increases enlistments for as long as six months. The effects imply that the Army's national and local advertising programs compare favorably with other recruiting tools in terms of cost per high-quality enlistee.

Also available on the internet via WWW in PDF format.

Description based on print version record.