Pensions Advertising Campaign (Hansard, 26 March 2001)

§ Mrs. Lait
To ask the Secretary of State for Social Security (1) how much he estimates will have been spent on the current pensions advertising campaign by its conclusion; which media are being used and at what cost; what factors underlay the choice of media used; and if he will publish the brief to the agency responsible for the current pensions campaign; [154059]
(2) what the objective and subjective criteria are for measuring the success of the current pensions advertising campaign; [154065]
(3) pursant to his answer to the right hon. Member for Birkenhead (Mr. Field) of 12 March 2001,Official Report, column 458W, on pensions, if he will set out details of the working study of pension provision uptake; [154147]
(4) what plans he has to monitor the new pension provisions for people who responded to the pension advertising campaign and who received copies of the new pension guide. [154064]

§ Mr. Rooker
The costs for developing, running and evaluating the pensions education campaign will be in the region of £6.5 million. We are advertising on TV, in the national press, in selected magazines and in the cinema.
The broadcast media used for this campaign were selected to ensure that the new campaign made an impact and that the target audience was reached in the most effective way.
The brief only formed a starting point for the agency and covered areas other than the current pensions education campaign.
The campaign will be evaluated in a number of ways, including quantitative tracking research. We will also monitor hits to the website, numbers of orders placed and leaflets sent. Over the longer term we will be looking at take-up of different pension provision.
A summary of quantitative tracking research on the pensions education marketing campaign will be placed in the Library in the summer.
We are conducting quantitative tracking research on the campaign as well as longer term monitoring of pension provision.

§ Mr. Willetts
To ask the Secretary of State for Social Security, pursuant to his answer to the right hon. Member for Birkenhead (Mr. Field), of 12 March 2001,Official 484W Report, column 458W, when the results of the tracking study on the current pensions advertising campaign will be available. [155405]

§ Mr. Rooker
A summary of quantitative tracking research on the pensions education marketing campaign will be placed in the Library in the summer.