Evaluating Military Advertising and Recruiting: Theory and Methodology

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Evaluating Military Advertising and Recruiting: Theory and Methodology (2004)
Board on Behavioral, Cognitive, and Sensory Sciences and Education (BCSSE)

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Front Matter (R1-R12)

Executive Summary (1-8)

1. Introduction (9-17)

2. Theoretical Approaches (18-39)

3. Monitoring Trends in Youth Attitudes, Values, and Propensity (40-67)

4. Advertising Planning: Generative and Evaluative Approaches (68-89)

5. Determining Optimal Levels of Advertising and Recruiting Resources (90-111)

6. The Timing and Levels of Joint and Service-Specific Advertising (112-126)

7. Determining Optimal Types of Incentives (127-145)

8. Performance Management of Recruiters (146-158)

9. Conclusions and Recommendations (159-171)

References (172-178)

Appendix: Biographical Sketches (179-184)

Index (185-194)