§ Mr. Stephen O'BrienTo ask the Secretary of State for Trade and Industry what funds have been allocated to raising awareness of Business Link branded services among small businesses in each year since its inception; what the target was for the awareness level for each year; and what her estimate is of the current level of awareness among small businesses. [168448]
§ Nigel GriffithsThe following measures were used to raise awareness of Business Link.
In 1996–97, £2,527,747 was allocated to raising awareness of Business Link, through press, radio and poster advertising. Awareness of Business Link among small businesses in February 1997 was 72 per cent.
In 1997–98, expenditure was £1,331,702 on press advertising. Awareness of Business Link in December 1998 was 77 per cent.
In 1998–99, expenditure was £1,021,352 on press, radio and poster advertising. Awareness of Business Link in March 1999 was 65 per cent. Between 1996 and 1999 there were no specific targets set for awareness raising.
1151WBetween March and November 2001, expenditure on Business Link advertising was £2,600,000. Advertising tracking showed spontaneous awareness at the end of this period was 17 per cent. and prompted awareness was 81 per cent. The targets set for this period were for 20 per cent. unprompted and 80 per cent. prompted awareness.
Between September 2002 and April 2003 expenditure on Business Link advertising was £6,000,000. Results were measured in two ways: tracking of advertising and direct mail activity showed spontaneous awareness at 11 per cent. and prompted away mess at 77 per cent., whilst a National Omnibus Survey showed overall awareness of Business Link at 74 per cent. The targets set for this period were for 20 per cent. unprompted and 80 per cent. prompted awareness.