To ask the Secretary of State for Business, Enterprise and Regulatory Reform what assessment he has made of the cost effectiveness of advertising commissioned by his Department, including relevant campaigns commissioned by its predecessor in the last 12 months.
The former Department of Trade and Industry commissioned a limited amount of advertising in the financial year to March 2007 via the Central Office of Information. This comprised the following:
classified recruitment advertising for the Small Business Service;
online advertising about the national minimum wage, targeting young people; and
press and online advertising about the NMW, targeting migrant workers.
The cost effectiveness of the advertising was assessed by the number of responses—for example, cost-per-click in the case of the online advertising targeting young people, and potential audience size as calculated by press circulation and online user figures in the case of the advertising targeting migrant workers.
Details of any other expenditure by the Department is not held centrally and could be provided only at disproportionate cost.