§ Mr. ClappisonTo ask the Secretary of State for Trade and Industry if he will list for(a) 1996–97, (b) 1997–98, (c) 1998–99, (d) 1999–2000 and (e) 2000–01, (i) his Department's total spending on advertising campaigns, (ii) the cost of each individual advertising campaign and (iii) the criteria that were established to gauge the effectiveness of each campaign; and what assessment he has made of the effectiveness of each campaign based on these criteria. [142709]
§ Dr. HowellsThe DTI's expenditure on advertising through the Central Office of Information is set out in the tables. The criteria for assessing the effectiveness of each publicity initiative varies depending on the nature of the policy or service involved, and a judgment on the best means of getting messages to the target audiences. Specific advertising strategies form part of a wider range of activities to publicise individual policies or services, and it is sometimes difficult to untangle the impact of advertising from other actions. However, measures of success are incorporated into the planning for all campaign and advertising expenditure, and full account is taken of the guidance issued by the Cabinet Office on the use of public funds for this purpose.
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DTI advertising expenditure through COI Period Advertising activity Amount (£) 1996–97 Queens Awards 185,295 Export licences 8,510 Import licences 58,674 Biotechnology Means Business 178,991 Business Links 2,527,747 Fireworks safety 85,150 Invest in Britain 9,377 Miscellaneous 110,230 Total 3,163,974
DTI advertising expenditure through COI Period Advertising activity Amount (£) 1997–98 Import licences 58,110 Export licences 6,808 Languages for Export 21,545 Firework safety 73,096 Business Links 1,331,702 IT for All 653,289 Invest in Britain 21,750 Queens Award 24,500 Miscellaneous 182,837 Total 2,373,637 1998–99 Import licences 48,776 Export licences 7,659 Queens Award 228,159 Firework safety 73,863 Working Time Regulations 646,150 Business Links 1,021,351 Carbon monoxide 46,260 Trade-UK 7,198 IT for All 100,641 National Minimum Wage 3,363,881 Total 5,543,938 1999–2000 Export awareness 19,402 National Minimum Wage 377,585 Import licences 58,417 Export licences 12,699 Information Society Initiative 852,375 Miners compensation 164,768 Queens Award 61,512 Metrication 22,213 Carbon Monoxide 71,805 Export USA 2,915 Foresight 55,605 Miscellaneous 15,277 Total 1,714,573 2000–01 (to date) Import licences 7,300 Export licences 8,648 Small Business Service 92,234 National Minimum Wage (Youth) 732,552 National Minimum Wage (autumn) 3,505,048 Distance selling 17,953 Miners compensation 142,899 Miscellaneous 4,887 Total 4,511,521