Agency: Young & Rubicam | Authors: Kevin Dundas and Tim Carthew |
Give your Recruiting a Chance
Royal Navy
SUMMARY
Last year (1989) marked the first year that the Department of Naval Recruitment (DNR) agreed to devote monies to strategic television. Advertising to begin to address long term image concerns about the Navy as an employer.
This paper's objective is to show how a lightweight TV campaign, exposed in a test market, contributed to both cost effective enquiry stimulation and raising the saliency of the Royal Navy as an employer offering serious job and career prospects.
Historically the Navy have...