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Departments: Publicity

Volume 463: debated on Thursday 19 July 2007

To ask the Secretary of State for Work and Pensions what assessment he has made of the cost effectiveness of advertising commissioned by his Department in the last 12 months. (148501)

Government policies and programmes affect the lives of millions of people and in order for them to work they must be communicated effectively. The Department runs promotional campaigns aimed at increasing awareness of rights and responsibilities where necessary and advertising is used where appropriate.

Advertising is rigorously assessed according to the individual criteria and objectives set out for each initiative, and results are used to measure effectiveness and to inform future strategy. Methods include quantitative surveys carried out before, during and after advertising campaigns, qualitative assessment of creative work, and in-depth work with samples of those targeted by advertising.