Evaluating Military Advertising and Recruiting: Theory and Methodology (2004)

Chapter: 4. Advertising Planning: Generative and Evaluative Approaches

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Suggested Citation: "4. Advertising Planning: Generative and Evaluative Approaches." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Suggested Citation: "4. Advertising Planning: Generative and Evaluative Approaches." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Suggested Citation: "4. Advertising Planning: Generative and Evaluative Approaches." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Suggested Citation: "4. Advertising Planning: Generative and Evaluative Approaches." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Page 72 Cite Bookmark
Suggested Citation: "4. Advertising Planning: Generative and Evaluative Approaches." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Page 73 Cite Bookmark
Suggested Citation: "4. Advertising Planning: Generative and Evaluative Approaches." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Page 74 Cite Bookmark
Suggested Citation: "4. Advertising Planning: Generative and Evaluative Approaches." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Page 75 Cite Bookmark
Suggested Citation: "4. Advertising Planning: Generative and Evaluative Approaches." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Page 76 Cite Bookmark
Suggested Citation: "4. Advertising Planning: Generative and Evaluative Approaches." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Page 77 Cite Bookmark
Suggested Citation: "4. Advertising Planning: Generative and Evaluative Approaches." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Page 78 Cite Bookmark
Suggested Citation: "4. Advertising Planning: Generative and Evaluative Approaches." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Page 79 Cite Bookmark
Suggested Citation: "4. Advertising Planning: Generative and Evaluative Approaches." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Page 80 Cite Bookmark
Suggested Citation: "4. Advertising Planning: Generative and Evaluative Approaches." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Page 81 Cite Bookmark
Suggested Citation: "4. Advertising Planning: Generative and Evaluative Approaches." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Page 82 Cite Bookmark
Suggested Citation: "4. Advertising Planning: Generative and Evaluative Approaches." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Page 83 Cite Bookmark
Suggested Citation: "4. Advertising Planning: Generative and Evaluative Approaches." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Page 84 Cite Bookmark
Suggested Citation: "4. Advertising Planning: Generative and Evaluative Approaches." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Page 84
Page 85 Cite Bookmark
Suggested Citation: "4. Advertising Planning: Generative and Evaluative Approaches." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Page 85
Page 86 Cite Bookmark
Suggested Citation: "4. Advertising Planning: Generative and Evaluative Approaches." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Page 87 Cite Bookmark
Suggested Citation: "4. Advertising Planning: Generative and Evaluative Approaches." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Page 87
Page 88 Cite Bookmark
Suggested Citation: "4. Advertising Planning: Generative and Evaluative Approaches." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Page 89 Cite Bookmark
Suggested Citation: "4. Advertising Planning: Generative and Evaluative Approaches." National Research Council. 2004. Evaluating Military Advertising and Recruiting: Theory and Methodology. Washington, DC: The National Academies Press. doi: 10.17226/10867.
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Page 89
Next Chapter: 5. Determining Optimal Levels of Advertising and Recruiting Resources
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