§ Mr. Matthew TaylorTo ask the Secretary of State for Scotland if he will list all television advertising, newspaper advertising, radio advertising and other promotional campaigns with a budgeted cost in excess of £10,000 conducted by(a) his Department and (b) his agencies (i) in the current financial year and (ii) planned for 1994–95, showing for each the objectives and mechanisms for assessing the effectiveness of the advertising.
§ Mr. LangThe details are:
1993–94
Children's Panel Recruitment
Press (£80,000): Objectives—to attract caring, responsible adults, particularly men, from all socio-economic groups to apply to become panel members. Effectiveness measure—by number of responses received.Electoral Registration
Television/Press (£46,000): Objectives—to advise adults over 18 years and those who will come of age to complete the Electoral Registration Forms, and to encourage voters, particularly I8-year-olds and those who have moved home, to check for their names on the draft Electoral Registers. Effectiveness measure—by number of registrations in the annual autumn canvas.Further and Higher Education Charter
Press, radio, outdoor posters (£86,000): Objectives—to raise awareness of the Charter and to promote its take-up among students, particularly in the 16–20 year-old age group. Effectiveness measure—demand for copies; research on response to be undertaken later this year.Accessibility to the Scottish Office
Press (£150,000): Objectives—to promote easy accessibility by members of the public to The Scottish Office through an enquiry telephone line. Effectiveness measure—pre- and post-campaign qualitative research into awareness of The Scottish Office and new telephone number.Teacher Recruitment
Press (£27,000): Objectives—to promote teaching as a profession, to recruit graduates and post-graduates, particularly in shortage subjects. Effectiveness measure—by response through a freepost coupon.Drugs and Solvent Misuse
Television, booklet (Scottish element £130,000): Objectives—to encourage parents to discuss the dangers of drugs and solvents with their children and to publicise a confidential helpline and advice booklet. Effectiveness measure—precampaign qualitative research, number of responses to helpline and booklets issued.Fire Prevention
Television (£125,000): Objectives—to alert householders to the dangers of failing to maintain smoke alarms. Effectiveness measure—qualitative research to assess awareness of the commercial and response triggered to be carried out when campaign ends.Organ Donors
Television (63,000): Objectives—to urge carriers of the donor card to advise their families of their wish to donate. Effectiveness measure—research undertaken with the Scottish transplant community.Road Safety
Television (£250,000): Objectives—to reduce child pedestrian road casualties by encouraging children to be more responsible and more safety-conscious. Effectiveness measure—qualitative research into campaign awareness.Right to Buy 950W
Television, Press (£300,000): Objectives—to inform public sector tenants of the house purchase schemes available. Effectiveness measure—response for information booklet triggered by freephone number and coupon.National Continence Week
Press, Bus interiors (£11,000): Objectives-to publicise National Continence Week and to encourage those suffering from incontinence to contact the helpline. Effectiveness measure—response to the telephone helpline.Offshore Europe exhibition
Exhibition stand (£35,000): Objectives—to promote Government schemes of financial assistance and advice available to existing and potential exporters to stimulate and support business growth in Scotland. Effectiveness measure—number of visitors to the stand and resultant follow-up enquiries.Europartenariat Scotland
Exhibition stand (£40,000): Objectives—to assist in business transactions between Scottish companies and visiting international representatives, and to promote Government assistance to Scottish companies. Effectiveness measure—number of visitors to the stand and resultant follow-up enquiries.Details of the advertising campaign programme for my Department for 1994–95 have not yet been finalised.Agencies
HISTORIC SCOTLAND
Promotion of Properties
Television, Bus Sides, printed material (£260,000): Objectives—to increase the number of visitors to Historic Scotland's properties and to increase the income raised from visitors and from the hiring out of properties for functions, events and filming. Effectiveness measure—achievement of targets set within the overall advertising and marketing strategy.Details of the advertising initiatives for 1994–95 have not yet been finalised.