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

Personal Author(s):

Report Date:

1981-08-31

Pagination or Media Count:

43.0

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.

Subject Categories:

  • Administration and Management
  • Economics and Cost Analysis
  • Personnel Management and Labor Relations

Distribution Statement:

APPROVED FOR PUBLIC RELEASE