FrontMatter -- Preface -- Contents -- Executive Summary -- 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 -- References -- Appendix: Biographical Sketches -- Index.