Cost-effectiveness of military advertising : evidence from 2002-2004 / James N. Dertouzos.
نوع المادة :
نصالسلاسل:Documented briefing ; DB-565-OSD.الناشر:Santa Monica, CA : Rand, [2009]تاريخ حقوق النشر: copyright 2009وصف:ix, 40 pages : illustrations (some color) ; 28 cmنوع المحتوى:- text
- unmediated
- volume
- 0833045660 (pbk)
- 9780833045669 (pbk)
- UB323 D437 2009
| نوع المادة | المكتبة الحالية | رقم الطلب | رقم النسخة | حالة | تاريخ الإستحقاق | الباركود | |
|---|---|---|---|---|---|---|---|
كتاب
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UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | UB323 D437 2009 (إستعراض الرف(يفتح أدناه)) | C.1 | Library Use Only | داخل المكتبة فقط | 30010000361595 |
"DB-565-OSD"--P. [4] of cover.
"Prepared for the Office of the Secretary of Defense."
"National Defense Research Institute."
Includes bibliographical references.
The research described in this report was prepared for the Office of the Secretary of Defense (OSD). The research was conducted in the RAND National Defense Research Institute, a federally funded research and development center sponsored by the OSD, the Joint Staff, the Unified Combatant Commands, the Department of the Navy, the Marine Corps, the defense agencies, and the defense Intelligence Community under Contract W74V8H-06-C-0002.
This briefing examines the Services' advertising expenditures for the 2002-2004 time period and quantifies their impact on active-duty enlistments. Consistent with past research, the study concludes that advertising was very cost-effective at generating enlistments during the 2002-2004 period. While improvements could have been made (such as increasing the budget or adjusting the timing or allocation of dollars across programs), advertising compares favorably with other methods of generating enlistments, such as adding recruiters or increasing bonuses.
