§ Mr. Matthew TaylorTo ask the Secretary of State for Education 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 his Department(a) in the current financial year and (b) planned for 1994–95, showing for each the objectives and mechanisms for assessing the effectiveness of the advertising.
§ Mr. Robin SquireIn 1993–94, the campaigns listed included newspaper advertising but did not include radio or television advertising:
588WThe 1993 school testing campaign
The objective was to advertise the availability of an information leaflet for parents summarising tests and assessments at seven, 11 and 14 in the national curriculum.GM schools campaignThe objective is to advertise the availability of publications giving factual information about grant-maintained status.The 1994 school testing campaignThe objective is to advertise the availability of an information leaflet for parents which summarises tests at seven, 11 and 14 in the national curriculum.The following campaign included both press and radio advertising:
The Charters for Further Education and Higher Education
The objective was to publicise the charters to allow as many students, potential students, parents, employers and others to obtain copies.All of the above advertising campaigns offered individuals the opportunity to order their own copy of the relevant information leaflet. In each case, providing the public with a mechanism for directly obtaining information was an important objective of the campaign.
The following campaign did not include advertising:
The DFE roadshow—A Sound Education
The roadshow visited a number of venues around the country with the objective of updating parents on the Department's education policies and explaining how they can become more involved in their children's education.Campaigns are evaluated by pre- and post-campaign market research into their effectiveness, the number of coupon and telephone responses and the number of leaflets issued.
Publicity activities for 1994–95 have not yet been decided.