Accession Number : ADA139994
Title : A Study of the Effectiveness of the Army's National Advertising Expenditures. Volume 2. Main Report.
Descriptive Note : Final draft rept. 27 Sep 79-31 Aug 81.
Corporate Author : AYER (N W) INC NEW YORK
PDF Url : ADA139994
Report Date : 31 Aug 1981
Pagination or Media Count : 43
Abstract : The methodology used to develop the models needed to effectively measure the impact of advertising spending levels can be outlined in eight steps: Identification of the basic procedural structure; Identification of assumptions and hypotheses regarding the number of, the form of, and the variables in each model; Inspection of the data on exam-taking; Estimation of the immediate and delayed effects of variables other than advertising on exam-taking; Estimation of the current and lagged effects of advertising on exam-taking; Joint estimation of advertising and non-advertising effects on exam-taking; Linkage of exam-taking and accessions, and Implementation of diagnostic checks to insure model robustness.
Descriptors : *Management planning and control, *Army budgets, *Recruiting, *Army personnel, *Marketing, *Mass media, *Cost effectiveness, Cost estimates, Cost models, Computer programs, Operational effectiveness, Public relations, Recruits, Econometrics, Army planning, Army procurement, Planning programming budgeting, Tables(Data), Feasibility studies, Hypotheses, Variables, Diagnosis(General), Statistical analysis
Subject Categories : Administration and Management
Economics and Cost Analysis
Personnel Management and Labor Relations
Distribution Statement : APPROVED FOR PUBLIC RELEASE