James N. Dertouzos, «The Cost-Effectiveness of Military Advertising: Evidence from 2002-2004»
RAND | ISBN: 0833045660 | 2009 | PDF | 52 pages | 3.7 MB
| “ | The Army, Navy, Air Force, and Marine Corps together spent more than $600 million on recruiting advertising in 2007, a 150 percent increase over that spent in 1999. The armed services are also spending more on Internet and cable TV advertising than in the past. Does this advertising produce enlistments? This documented briefing presents the results of an econometric analysis that used data from 2002 to 2004 to explore this and the following questions: How does advertising compare with such alternatives as offering bonuses or adding more recruiters? Which service’s advertising efforts are most effective? Does this depend on the size or mix of the budget? Finally, what are the inter-service effects | ” |
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