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Kinh doanh - Marketing
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The Cost-Effectiveness of Military Advertising - Evidence from 2002-2004
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The Cost-Effectiveness of Military Advertising - Evidence from 2002-2004
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The Army, Navy, Air Force, and Marine Corps together spent more than $600 million on recruiting advertising in 2007, a 150 percent increase over that spent in 1999. The armed services are also spending more on Internet and cable TV advertising than in the past. Does this advertising produce enlistments? This documented briefing | RAND NATIONAL DEFENSE RESEARCH INSTITUTE THE ARTS CHILD POLICY CIVIL JUSTICE EDUCATION ENERGY AND ENVIRONMENT HEALTH AND HEALTH CARE INTERNATIONAL AFFAIRS NATIONAL SECURITY POPULATION AND AGING PUBLIC SAFETY SCIENCE AND TECHNOLOGY SUBSTANCE ABUSE TERRORISM AND HOMELAND SECURITY TRANSPORTATION AND INFRASTRUCTURE WORKFORCE AND WORKPLACE This PDF document was made available from www.rand.org as a public service of the RAND Corporation. Jump down to document 6 The RAND Corporation is a nonprofit research organization providing objective analysis and effective solutions that address the challenges facing the public and private sectors around the world. Support RAND Purchase this document Browse Books Publications Make a charitable contribution For More Information Visit RAND at www.rand.org Explore the RAND National Defense Research Institute View document details Limited Electronic Distribution Rights This document and trademark s contained herein are protected by law as indicated in a notice appearing later in this work. This electronic representation of RAND intellectual property is provided for non-commercial use only. Unauthorized posting of RAND PDFs to a non-RAND Web site is prohibited. RAND PDFs are protected under copyright law. Permission is required from RAND to reproduce or reuse in another form any of our research documents for commercial use. For information on reprint and linking permissions please see RAND Permissions. This product is part of the RAND Corporation documented briefing series. RAND documented briefings are based on research briefed to a client sponsor or targeted audience and provide additional information on a specific topic. Although documented briefings have been peer reviewed they are not expected to be comprehensive and may present preliminary findings. James N. Dertouzos Prepared for the Office of the Secretary of Defense Approved for public release distribution unlimited RAND NATIONAL DEFENSE RESEARCH .
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