§ Mr. Carsonasked the Secretary of State for Northern Ireland what was the origin of the film material used in the television commercial "Seven Years is Enough": and whether the film was specifically shot for the commercial entirely within ail the agreements and customs of the television industry, using fully manned union crews.
§ Mr. MasonThe television commercial "Seven Years is Enough" included material from the film libraries of the news media, and film specificaly made for the advertisement. I am informed that in the production of the commercial there was the appropriate consultation with the Independent Broadcasting Authority, the programme contractor and the trade unions, leading to approval for transmission.
§ Mr. Carsonasked the Secretary of State for Northern Ireland if, in cases when outside agencies are employed, the Northern Ireland Office ensures that all trade agreements about manning, particularly in television, are adhered to.
§ Mr. MasonOutside advertising agencies are instructed that in the production of commercials all trade agreements should be adhered to.
§ Mr. Carsonasked the Secretary of State for Northern Ireland how much was spent by the Northern Ireland Office in buying Press and television advertisements for the following campaigns: ()a)) Confidential 98W Telephone Numbers, ()b) Seven Years is Enough, ()c)) Security Policy advertisements and ()d)) Security Statistical Advertisements.
§ Mr. MasonExpenditure during the 1976–77 financial year for the purchase of airtime and newspaper space on the projects referred to was as follows:
£ Confidential telephone … 33,282 Seven Years is Enough … 32,100 Security Policy advertisements … 11,468 Security statistical advertisements … 17,571
§ Mr. Carsonasked the Secretary of State for Northern Ireland what is the current level of advertising expenditure in connection with: ()a) RUC recruitment, ()b)) RUCR recruitment, ()c) UDR recruitment, ()d) Prison Service recruitment and ()e) Civil Service Northern Ireland recruitment.
§ Mr. MasonAdvertising expenditure in the current financial year is estimated as follows:
£ RUC recruitment 140,300 RUCR recruitment 40,000 Prison Service recruitment 120,000 Civil Service Northern Ireland recruitment 114,000 UDR recruitment advertising is the responsibility of my right hon. Friend the Secretary of State for Defence.
§ Mr. Carsonasked the Secretary of State for Northern Ireland if the Northern Ireland Office maintains a list of suitable advertising agencies; and how an agency obtains a listing.
§ Mr. MasonAdvertising agencies are appointed to handle Government advertising campaigns on the recommendation of the Advisory Committee on Advertising, an independent body under the chairmanship of Sir David Barran. Any agency can put itself forward for consideration by the Committee, which makes appointments following competitive presentations.
§ Mr. Carsonasked the Secretary of State for Northern Ireland how the Northern Ireland Office selects the creative strategy for a campaign; and what steps are taken to measure the effectiveness of the advertising and consequently the value for public money spent.
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§ Mr. MasonMy office selects the strategy for an advertising campaign after the most careful consideration by those with detailed knowledge of the subject matter. Their deliberations would include determining the theme, identifying the audience, and, in consultation with the advertising agency, deciding how the message can best be conveyed and devising a creative treatment. Only by incurring expenditure over and above that for the campaign itself, and undertaking an in-depth market survey can the effectiveness of campaigns, such as those undertaken by my office, be measured in real detail. However, all advertising campaigns and their effects are carefully monitored by my office.
§ Mr. Carsonasked the Secretary of State for Northern Ireland what assessment was made of the "Seven Years is Enough" campaign; what conclusions were drawn as a result; and if he plans to mount another similar campaign.
§ Mr. MasonAs is the practice with all Northern Ireland Office advertising exercises, the "Seven Years is Enough" campaign was closely monitored by my Office. Reaction in and by the news media and the extent to which the main slogan was copied confirmed my Office's assessment that the campaign had been successful in conveying its theme and that it had contributed to a general climate of opinion that the community wished to make it clear that it was not prepared to support those who advocated violence. As I said in the House on 17th December last, this campaign, above any other, captured the popular mood. A similar campaign is not contemplated at present.
§ Mr. Carsonasked the Secretary of State for Northern Ireland if, in cases where the Northern Ireland Office employs outside advertising agencies, it pays fees or commission; or on what basis the work is paid for.
§ Mr. MasonMy office pays no commission as such to an advertising agency. It meets the bills from the agency for the purchase of media space and production material on which the agency itself is allowed commission by the media owners and production houses. This is in accordance with normal practice in the industry.
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§ Mr. Carsonasked the Secretary of State for Northern Ireland how many advertising agencies (a) Belfast-based and (b) not Belfast-based are used by the Northern Ireland Office and other Departments and public authorities in Northern Ireland; and what criteria are used in the selection of advertising agencies.
§ Mr. MasonFour Belfast-based agencies and one London agency are used by the Northern Ireland Office and Northern Ireland Departments. With regard to public authorities, the choice of agency is generally a matter for the authority concerned, and the information requested could only be obtained at disproportionate cost. Decisions as to which advertising agencies are selected for Government advertising take account of (1) the professional and public reputation of the agency, (2) the performance of the agency on current or previous Government work, (3) the Inspection Report prepared by the Central Office of Information on agencies which the Advisory Committee on Advertising feels cannot be adequately judged on the first and second points.
§ Mr. Carsonasked the Secretary of State for Northern Ireland if there is a special department in the Northern Ireland Office and other Departments to deal with advertising as opposed to information; how many staff are employed in it; and what are their ranks and salary scales.
§ Mr. MasonThere is no such department in the Northern Ireland Office or in the Northern Ireland Departments.
§ Mr. Carsonasked the Secretary of State for Northern Ireland what were the production costs of the "Seven Years is Enough" commercial.
§ Mr. MasonProduction costs of the 90-second and 7-second commercials for the "Seven Years is Enough" campaign totalled £6,874.
§ Mr. Carsonasked the Secretary of State for Northern Ireland whether the Northern Ireland Office maintains any standing committee for the planning and evaluation of information policy and advertising.