A Study of the Effectiveness of the Army's National Advertising Expenditures. Volume 2. Main Report.

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.

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Document Details

Document Type
Technical Report
Publication Date
Aug 31, 1981
Accession Number
ADA139994

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