§ Mr. ClappisonTo ask the Minister of Agriculture, Fisheries and Food 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. [142715]
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§ Ms QuinDetailed data relating to advertising campaigns, undertaken by MAFF for years since 1996–97 are available only at disproportionate cost. However, the following represents the best available information about apportionment of funding to advertising activity for the years in question. For the year 1999–2000 to date, total media costs are shown as a single figure.
£ 1996–97 Rabies 138,000 Personal imports 134,000 Total 272,000 1997–98 Cattle passports 8,000 Personal imports 102,000 National Science week 2,000 IACS 7,000 Sheep scab 22,000 Livestock markets (animal welfare) 22,000 Cattle traceability 54,000 Food safety 176,000 Miscellaneous 30,000 Total 423,000 1998–99 Clean livestock 10,000 Equine viral arthritis 3,000 TB in badgers 4,000 Livestock markets (animal welfare) 40,000 Science in practice 8,000 Personal imports 166,000 BSE 29,000 Cattle passports 34,000 Food safety 850,000 Total 1,144,000 1999–20001 Recruitment 4,000 Animal Health 7,000 Environment 6,000 Pet travel scheme 98,000 Miscellaneous 21,000 Media costs attributable to 1999 campaigns to date 771,000 Total 907,000 1 To date Advertising is usually a limited part of a campaign strategy. It has therefore not been subject to specific evaluation as a general rule. However, the recent Pet Travel Scheme (PETS) campaign was evaluated: to monitor awareness of the scheme; to monitor awareness of the advertising; and to assess whether the campaigns intended messages had been communicated. Overall, those objectives were considered to have been achieved.