By James N. Dertouzos, Steven Garber, Rand Corporation
Develops stronger econometric research equipment for comparing no matter if army advertisements has been powerful in expanding the numbers of top of the range enlistments within the providers and illustrates the equipment utilizing facts from the early Nineteen Eighties and mid-1990s.
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Additional resources for Is military advertising effective?: an estimation methodology and applications to recruiting in the 1980s and 1990s, Issue 1591
9 Data on daily and weekly newspapers were combined, as were data on network and local radio. 1). For reasons discussed in Chapter Six, these spending data are expressed in the econometric model in per-capita terms—specifically, per 1,000 young males in the population of the MEPS area. 8 ______________ 9For MEPS areas that did not coincide with sets of ADIs, ADI-level spending data were disaggregated to the county level using data on ratings for individual radio programs (from Arbitron Rating Company) and circulation figures for individual newspapers (from Circulation ’83/’84, the N.
Consider a more specific case—say, a high-school junior who is not yet actively considering career choices. For this person, advertisements may affect his or her attitudes about the military’s suitability as a career but not induce him or her to enlist at that time. But a junior’s future propensity to enlist might be enhanced by currentperiod advertising. This person might, for example, seek out or be more receptive to information in the future, when he or she is actively considering career alternatives.
1) s =2 where X it = observable, nonadvertising variables that affect recruiting possibilities3 a jt = MEPS-area spending in month t per 1,000 young males on advertising medium j = 1,2,3,44 (ψ , βi ,κ j ,κ j1 ,θ j , ρ ) ( ) f j a jt = parameters to be estimated = functions of advertising spending on different media (introduced presently) that differ over media according to parameter values to be estimated ______________ 2 To avoid cluttering the notation, we do not explicitly distinguish MEPS in the exposition.
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