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Advertising Campaigns

Volume 449: debated on Tuesday 25 July 2006

To ask the Secretary of State for Education and Skills what advertising campaigns the Department has run between 2000 and June 2004; and what the (a) date and (b) cost was of each. (87065)

The Department’s total spend on advertising campaigns was:

£

2000-01

29,110,000

2001-02

17,665,000

2002-03

13,790,000

2003-04

20,170,000

Campaigns over £500,000 are:

2000-01

£

Don’t Quit Now

2,700,000

New deal 50 plus

2,400,000

ICT Employability

2,011,000

Childcare Recruitment

1,821,000

Parents’ Magazine

1,484,000

Disability Discrimination

1,242,000

Fast Track Teachers

1,056,000

Modern Apprenticeships

856,000

Individual Learning Accounts

612,000

2001-02

£

Adult Basic Skills ‘Get on’

5,096,143

Childcare Recruitment

2,504,000

Science Year 2001/02

1,803,000

Excellence Challenge

1,750,000

Modern Apprenticeships

1,670,000

Foundation Degree

1,325,000

Fast Track Teachers

1,250,000

Millennium Volunteers

848,000

Parents’ Magazine

770,000

New Deal 25+

633,000

2002-03

£

Adult Basic Skills

5,478,117

Childcare Recruitment

2,741,377

Aim Higher

2,649,999

Connexions

1,320,331

HE Funding

655,000

Foundation Degree

549,397

2003-04

£

Adult Basic Skills

6,672,938

Aim Higher

4,190,018

Childcare Recruitment

2,986,659

Foundation Degree

2,813,787

Connexions

2,608,005

It is not possible, except at disproportionate expense, to provide a more detailed breakdown for actual dates for when each campaign ran, other than detailing the Financial Year within which the expenditure occurred.

The Department runs a number of campaigns in support of our key delivery priorities, in order to inform our target audiences of how they are affected by our policies. All of our campaigns follow the guidelines which govern Government information on issues of propriety and cost.

Every campaign is measured vigorously against specific communication objectives using pre- and post-campaign research, to record shifts in awareness, attitudes, knowledge or behaviour among the target audience(s).

The Department employs tracking research to monitor these shifts over time and, typically, conducts telephone surveys of respondents to advertising campaigns, to monitor satisfaction with the services offered and actions taken as a result of the campaign. It routinely tests the likely effectiveness of different creative approaches on the target audience(s) through market research, as part of the development of advertising campaigns. Lessons learnt from previous campaigns are used to inform future ones.