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Departmental Marketing

Volume 481: debated on Monday 20 October 2008

To ask the Secretary of State for Health 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. (226524)

The Department uses a number of effectiveness evaluation techniques including quantitative awareness tracking, response tracking and multiple data source evaluation techniques such as COI Artemis. A Central Office of Information (COI) service designed to capture and report centrally across all campaigns to enable:

1. Response and conversion analysis:

by audience, media channel, vehicle of response;

viewed alongside awareness;

2. Campaign Planning:

setting realistic objectives;

task based budget setting;

improving plans; and

3. Forecasting demand.

The Department also buys its media centrally through COI and therefore benefits from significant, independently verified, discounts.