Evaluating military advertising and recruiting theory and methodology
Title:
Evaluating military advertising and recruiting theory and methodology
Author:
Sackett, Paul R.
ISBN:
9780309529471
Publication Information:
Washington, D.C. : National Academies Press, c2004.
Physical Description:
1 online resource (xi, 193 p.) : ill.
Contents:
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.
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Electronic Access:
EBSCOhost http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=109207