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Suggested Citation:"References." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Suggested Citation:"References." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Suggested Citation:"References." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Suggested Citation:"References." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Suggested Citation:"References." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Suggested Citation:"References." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Suggested Citation:"References." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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174 EVALUATING MILITARY ADVERTISING AND RECRUITING Davis, J.J. (1997~. Concept and benefit testing. In J.J. Davis, Advertising research: Theory and practice. Upper Saddle River, NJ: Prentice-Hall. Dertouzos, J.N. (1985~. Recruiter incentives and enlistment supply (Report No. R-3065-MIL). Santa Monica, CA: RAND Corporation. Dertouzos, J.N. (1989~. The effects of military advertising: Evidence from the Advertising Mix Test (Report No. N-2907-FMP). Santa Monica, CA: RAND Corporation. Dertouzos, J.N., and Garber, S. (2003~. Is military advertising effective? An estimation methodology and applications to recruiting in the 1980s and 1990s (p. 7~. Santa Monica, CA: RAND Corporation, National Defense Research Institute. Eighmey, J. (1997~. Profiling user responses to commercial web sites. Journal of Advertising Research, May-June, 59-66. Federal Advisory Committee on Gender-Integrated Training and Related Issues. (1997~. Report of the Federal Advisory Committee on gender-integrated training and related issues to the Secretary of Defense. Washington, DC: Author. Fernandez, R. (1982~. Enlistment effects and policy implications of the Educational Test Assistance Program (Report No. R-2935-MRAL). Santa Monica, CA: RAND Corporation. Fishbein, M., and Ajzen, I. (1975~. Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley. Fishbein, M., Triandis, H.C., Kanfer, F.H., Becker, M.H., Middlestadt, S.E., and Eichler, A. (2001~. Factors influencing behavior and behavior change. In A. Baum, T.R. Revenson, and J.E. Singer (Eds.), Handbook of health psychology (pp. 3-17~. Mahwah, NJ: Lawrence Erlbaum Associates. Gerrard, M., Gibbons, F.X., Reis-Bergan, M., Trudeau, L., Vande-Lune, L.S., and Buunk, B. (2002~. Inhibitory effects of drinker and nondrinker prototypes on adolescent alcohol consumption. Health Psychology, 21, 601-609. Goldberg, L. (1979~. Recruiters, advertising, and Navy enlistments. Alexandria, VA: Center for Naval Analysis. Goldberg, L, and Kimko, D. (2003~. An Army enlistment early warning system (IDA Paper P-3783~. Alexandria, VA: Institute for Defense Analyses. Greene, W.H. (2002~. Econometric analysis. Upper Saddle River, NJ: Prentice-Hall. Gutman, J. (1982~. A means-end chain model based on consumer characterization processes. Journal of Marketing, 46, 60-72. Hastie, R., and Dawes, R. (2001~. Rational choice in an uncertain world. Thousand Oaks, CA: Sage. Hogan, P.F., and Smith, A.D. (1994~. The accession quality cost-performance tradeoff model. In B.F. Green and A.S. Mavor (Eds.), Modeling cost and performance for military enlistment (pp. 105-128), National Research Council of the National Academy of Sciences. Washington, DC: National Academy Press. Hogan. P.F., Dali, T., Mackin, P., and Mackie, C. (1996~. An econometric analysis of Navy television advertising effectiveness. Falls Church, VA: Systems Analytic Group. Hogan, P.F., Mehay, S., and Hughes, J. (1998, June). Enlistment supply at the local market level. Paper presented at the Western Economic Association annual meeting, Lake Tahoe, NV. Hornik, R. (1997~. Public health education and communication as policy instruments for bringing about changes in behavior. In M.E. Goldberg, M. Fishbein, and S.E. Middlestadt (Eds.), Social marketing: Theoretical and practical perspectives (pp. 45- 58~. Mahwah, NJ: Erlbaum. Howard, J.A, and Sheth, J.N. (1969~. The theory of buyer behavior. New York: John Wiley and Sons.

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It is anticipated that in the coming decade the Department of Defense (DoD) will field and test new advertising and recruiting initiatives designed to improve the recruiting outlook. The DoD needs a comprehensive research and evaluation strategy based on sound research principles that will ensure valid, reliable, and relevant results to discover the most promising policies. The primary objective of this book is to help the DoD improve its research on advertising and recruiting policies.

Evaluating Military Advertising and Recruiting: Theory and Methodology presents a framework for evaluation that links different types of research questions to various research methodologies. The framework identifies four major categories of research questions and four broad methodological approaches. The first category of research question asks “What does a target audience see as attractive or unattractive features of a program?” It is well suited to examination via qualitative methods, such as focus groups, unstructured or open-ended surveys, and interviews. The second category of research question asks “What is the effect of a program on specified attitudes or behavioral intentions?” It is well suited to examination via surveys, experiments, and quasi experiments. The third category of research question asks “What is the effect of a proposed new program on enlistment?” It is well suited to examination via experiments and quasi experiments. The final category of research question asks “What is the effect of an existing program on enlistment?” It is well suited to examination via econometric modeling.

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