Territorial Army Recruitment: Expansion of the Territorial Army

Recruitment campaign 1985. Target market perceived not to understand the role of the TA did not understand its responsibilities, the commitment needed, how to join or how the pay structure worked. Campaign wanted to encourage joiners and highlight the benefits. All media used including local press. Success was shown in terms of the number of enquiries and cost per response compared to earlier campaigns. Enquiries rose from 18.3% in 1982 to 27.3% in 1985. More positive impressions shown