1. EFFECTIVENESS OF ADVERTISING IN DIFFERENT MEDIA.
- Author
-
Dertouzos, James N. and Garber, Steven
- Subjects
MILITARY recruitment advertising ,RADIO advertising ,TELEVISION advertising ,MAGAZINE advertising ,ADVERTISING of newspapers ,ADVERTISING-to-sales ratio - Abstract
The authors studied the effectiveness of advertising by the U.S. Army to promote enlistments using data for 1981 through 1984. Estimation of advertising effects were performed separately for four media: television, radio, magazines and newspapers. Army advertising was productive in garnering enlistments. Advertising-sales relationships were consistent with general advertising practices and responses to television, radio and magazine advertising, and tentatively, newspapers can increase sales. If only a small budget is available, print media should be used first, then radio and television added as budgets expand. This information should be used with caution in policy design today as cable, satellite and Internet services were not available and perceptions about military service have evolved.
- Published
- 2006
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