Expansion of the Territorial Army

John Alexander

Recruitment campaign for the Territorial Army, 1985. Research indicated that the target market was ignorant of the TA responsibility, the professionalism required for soldiering, how to join, the pay structure and the commitment required; qualitative research showed both potential motivators and inhibitors.
Agency: Butler Dennis Garland Kenyon and EckhardtAuthor: John Alexander

Expansion of the Territorial Army

SUMMARY

Latest recruitment figures show that the TA strength now stands at 86,680, significantly up on the June 1985 figure of 75,751.

On the strength of these results, the TA allocated a similar budget for 1986/87 using advertising which extended the 'Ready and Waiting' theme and adopted the same proven media mix.

BACKGROUND

The Territorial Army, now an integral and essential part of the army as a whole, had embarked on an expansion programme which was to swell its ranks to 86,000 trained...

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