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Departmental Marketing

Volume 481: debated on Monday 20 October 2008

To ask the Secretary of State for International Development 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. (226527)

The Department for International Development's (DFID) main area of advertising spend is recruitment and procurement advertising which is assessed in terms of response rate and quality. However, DFID is introducing an e-enabled recruitment system that will help with this evaluation in the future.

In the last 12 months DFID has moved increasingly towards advertising via electronic media, which is much easier to track and evaluate in terms of responses to adverts and in terms of which method provides the best value for money. This is an ongoing process and the results are being used to inform future campaigns and promotional work.

DFID is committed to reducing the cost of advertising generally by the use of more focused advertisements and through maximising discounts through the Central Office of Information.