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Evaluating military advertising and recruiting : theory and methodology
- Author / Creator
- Available as
- Online
- Physical
Details
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- Creator
- Committee on the Youth Population and Military Recruitment--phase II ; Paul R. Sackett and Anne S. Mavor, editors
- Format
- Books
- Language
- English
- Contributors
- Publication
-
- Washington, D.C. : National Academies Press, [2004]
- ©2004
- Physical Details
-
- xi, 193 pages : illustrations ; 24 cm
- ISBNs
- 0309529476, 9786610176526, 9780309091275, 1280176520, 9780309529471, 0309091276
- OCLC
- ocm53970667, ocn923260535, ocm61452471
- Includes bibliographical references (pages 172-178) and index.
- 1. Introduction -- 2. Theoretical approaches -- 3. Monitoring trends in youth attitudes, values, and propensity -- 4. Advertising planning : generative and evaluative approaches -- 5. Determining optimal levels of advertising and recruiting resources -- 6. The timing and levels of joint and service-specific advertising -- 7. Determining optimal types of incentives -- 8. Performance management of recruiters -- 9. Conclusions and recommendations