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Northern Ireland Office

Answer

Mr. Clappison: To ask the Secretary of State for Northern Ireland 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. [142712] Dr. Reid: The information requested is outlined as follows: _________________________________________________________________________________________________. Year £ 1996-97 135,938.07 1997-98 477,726.16 1998-99 887,303.00 1999-2000 330,630.95 2000-01 44,804.71 _________________________________________________________________________________________________. Although these figures incorporate the total publicity/ advertising budget, there was an ongoing campaign during the period in question, the mood/referendum campaign, which culminated with the May 1998 Good Friday Agreement referendum. The criteria used to evaluate the effectiveness of the campaign was the response in voter turnout when compared to other recent votes. For example the average turnout in Northern Ireland constituencies at the May 1997 general election was 67.42 per cent. while the turnout for the referendum was 81 per cent., a 20 per cent. increase. An ongoing assessment of the campaign, which was carried out by the advertising company showed the general public to be very aware of the choices they faced, proving the effectiveness of the campaign itself.

Secondary information

Type

Written question

Reference

363 c143-4W;363 c144W; 142712

Session

2000-01

Subjects

Costs Government departments Publicity Northern Ireland Office

Contains statistics

Yes

Link

View this Written question on www.publications.parliament.uk