§ Mr. Matthew TaylorTo ask the Chancellor of the Exchequer, pursuant to his answer of 10 March,Official Report, column 330, what was the statistical basis for his statements that the advertisements increased public awareness of the circulating standard £5 coronation anniversary crown and that there were significant increases in the number of crowns issued after the advertisements appeared.
§ Mr. NelsonThe advertising campaign for the circulation standard £5 coronation anniversary crown sought to encourage sales.
The effectiveness of the advertising was measured by sample surveys. These showed that the numbers of people who knew about the coins increased from 10 per cent. to 43 per cent. after the advertisements had been shown. The surveys also showed that most people knew that the coins 446W could be obtained from banks and post offices. Of those people who had seen the advertisements, 47 per cent. had seen them in the press, and 39 per cent. on television.
The coins were issued to the public by banks and post offices and sample information given to the mint showed a fourfold increase in the demand for the coins after the television advertisements were shown.