Departmental Marketing

Children, Schools and Families written question – answered on 15th October 2008.

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Photo of David Simpson David Simpson Shadow Spokesperson (Education), Shadow Spokesperson (International Development), Shadow Spokesperson (Transport)

To ask the Secretary of State for Children, Schools and Families what assessment he has made of the cost-effectiveness of Government-commissioned advertising in the last 12 months relating to matters falling within the remit of his Department.

Photo of Edward Balls Edward Balls Secretary of State for Children, Schools and Families

All campaigns have an evaluation mechanism such as response targets (calls to a campaign telephone number or hits on a website). In addition, where the advertising spend is more substantial, campaigns are additionally evaluated through independent customer research which tracks the campaign impact against its objectives, measuring levels of customer awareness and exploring shifts in attitude and behaviour among the target audience.

All departmental advertising is bought on our behalf by the Central Office of Information (COI), which is able to use its purchasing power to negotiate significant discounts, ensuring that our advertising budgets are cost effective in the amount of media they purchase.

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