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House of Commons Hansard
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Revenue and Customs: Publicity
06 March 2007
Volume 457
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To ask the Chancellor of the Exchequer how HM Revenue and Customs assesses the value for money of its expenditure on marketing and advertising to promote self-assessment online; and how it determines what proportion of the increase in the uptake of the service is due to its marketing and advertising campaign as opposed to the increased use of internet across society. [125363]

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The value for money of HMRC's advertising expenditure is monitored via an independent specialist agency. Their most recent report concluded that HMRC are receiving excellent value compared to the industry average.

The Self Assessment campaign won Institute of Practitioners in Advertising Effectiveness awards in 2005 and 2006.

HMRC conducts analyses of trends to determine the proportion of behavioural change that can be attributed to its marketing efforts, taking account of organic take-up.