Agency: Young & Rubicam | Author: Kevin Dundas |
There's nothing virtual about this reality
Advertising the Royal Navy to today's teenager
THE MARKET CHALLENGE
The challenge set to the Department of Naval Recruitment (DNR) is to meet in the most efficient manner, the Royal Navy's annual requirement for new recruits in terms of numbers and quality. The total number and type of complement will vary year on year to reflect staffing requirements, for example, emphasis will often shift between Officers and Ratings.
Advertising is generally required to perform a catalytic role within the overall communications mix. It should...