The Cost-Effectiveness of Military Advertising: Evidence from 2002-2004

The Cost-Effectiveness of Military Advertising: Evidence from 2002-2004

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Presents the results of an econometric analysis that explored how effective military advertising is in generating active-duty enlistments. The author discusses trends in spending on military advertising, the effectiveness of different types of media at varying budget levels, how the different armed services' recruiting efforts affect each other, and the implications for military recruiting policy.