§ Mr. ClappisonTo ask the Secretary of State for Scotland if she will list for(a) 1996–97, (b) 1997–98, (c) 1998–99, (d) 1999–2000 and (e) 2000–01, (i) her 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 she has made of the effectiveness of each campaign based on these criteria. [142714]
§ Dr. ReidDetails of advertising campaigns produced by the Scottish Office in the period 1996–30 June 1999 are as follows:
63W
£ 1996–97 Pre-School Vouchers 751,195 Right to Buy 227,645 Severe Weather 101,718 Children's Panels 113,282 Crime Prevention 475,793 Electoral Registration 63,268 Fire Prevention 329,181
£ Food Safety 629,968 Organ Donors 42,677 Road Safety 310,090 3,044,817 1997–98 Bogus Callers 37,000 Childrens Hearings 176,250 Continence Campaign 2,900 Daily Record Health Supplements (NHS Green Paper) 79,700 Electoral Registration 70,000 Fire Prevention 323,800 Food Safety 21,100 Historic Scotland 352,000 Organ Donors 41,300 Referendum Reminder 420,000 Road Safety 383,300 Severe Weather 46,000 1,953,350 1998–99 Children's Panels 112,300 Daily Record Health Supplement (NHS White Paper) 77,000 Democratising Scotland 248,500 Domestic Violence 630,700 Electoral Registration 41,000 Fire Prevention 225,000 Food Safety 21,150 Fostering 97,400 Further Education 70,000 Historic Scotland 410,000 Local Government Commission 78,000 Nursing Recruitment 258,300 Pharmacy Point of Dispensing 53,200 Police Graduate Recruitment 9,500 Scottish Parliament Campaign 1,785,000 Teacher Recruitment 4,200 4,121,250 1999–2000 (30 June) Census Rehearsal 9,993 Scotland's Parliament 548,305 European Elections 32,028 Road Safety (June) Foolspeed 81,822 672,148 Pre and post quantitative and qualitative research were undertaken regularly on campaigns to measure their effectiveness. This demonstrated that most campaigns measured exceeded the targets set. Lessons learned from such research were noted for subsequent campaign planning.
No advertising campaigns have been produced by the Scotland Office since it was established on 1 July 1999.