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Dept for Education and Employment

Answer

Mr. Clappison: To ask the Secretary of State for Education and Employment 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. [142713] Mr. Wills: The Department's total spend on advertising was: _________________________________________________________________________________________________. £ 1996-97 7,537,917 1997-98 9,992,350 1998-99 15,673,258 1999-2000 11,900,968 2000-01{1} 15,166,537 _________________________________________________________________________________________________. {1} To end of December 2000 Campaigns over £500,000 are: 1996-97 _________________________________________________________________________________________________. £ Modern Apprenticeships To encourage young people and employers to sign up to Modern 2,611,339 Apprenticeships Nursery Vouchers To ensure that eligible parents and providers understood how they 1,074,646 were affected by the new arrangements introduced under the Nursery Voucher Scheme Disability Discrimination To inform employers about the provisions of the Disability 664,889 Discrimination Act 1995 _________________________________________________________________________________________________. 1997-98 _________________________________________________________________________________________________. £ New Deal To raise awareness of New Deal and to inform the public, employers 6,409,339 and potential clients National Traineeships To encourage employers to offer National Traineeships to young 800,000 people Modern Apprenticeships To raise awareness of Modern Apprenticeships among young people 912,321 and employers Disability Discrimination Consultation to review the lowering of the threshold exempting 520,995 small employers from the DDA's employment provisions, from 20 to 15 employees _________________________________________________________________________________________________. 1998-99 _________________________________________________________________________________________________. £ New Deal To promote awareness of New Deal and to inform potential clients 4,772,362 and employers, and to sign up employers Reading and Literacy To encourage parents to get more involved in their children's 3,648,223 reading (linked to National Year of Reading) Disability Discrimination To inform employers about how the Disability Discrimination Act 1,924,033 affects them National Traineeships To encourage employers to take up National Traineeships 1,502,023 Learning Direct Promoting the Learning Direct helpline to young people 619,026 Career Development Loans To encourage young people to take out CDLs to improve their career 603,590 prospects Millennium Bug Busters To promote to employers training on how to prepare for the 585,101 Millennium Bug _________________________________________________________________________________________________. 1999-2000 _________________________________________________________________________________________________. £ Disability Discrimination To challenge the general public to change their attitude to 2,643,160 disability and to inform employers about the Disability Discrimination Act Maths Year 2000 To encourage parents to help with their children's maths (linked 2,322,336 to Maths Year 2000) Age Diversity To address age discrimination in recruitment and employment 1,127,946 practice National Traineeships To encourage young people to take up National Traineeships 1,077,300 One To promote the launch of the One scheme in 12 pilot areas 872,807 Childcare Link To promote a helpline telling parents what childcare options are 809,592 available in their area Time Off for Study To inform employers of their legal responsibilities under the 702,001 Right to Time Off for Study Act _________________________________________________________________________________________________. 2000-01{ 1} _________________________________________________________________________________________________. £ Don't Quit Now To raise awareness of the benefits of staying in some form of 2,700,000 learning after reaching the age of compulsory education New Deal 50 plus To increase participation in New Deal 50 plus 2,399,779 ICT Employability To encourage those out of work to take up taster courses in ICT 2,011,305 Childcare Recruitment To encourage recruitment into the childcare sectors by young 1,820,608 people and returners Disability Discrimination To tell SME service providers how aspects of the Disability 1,241,982 Discrimination Act affect them Modern Apprenticeships To promote the availability of Modern Apprenticeships 855,595 Individual Learning Accounts To encourage people to take up Individual Learning Accounts to 611,767 improve their career prospects Fast Track Teachers To inform potential recruits about the fast-track teachers scheme 1,055,788 Parents' Magazine To promote a magazine which helps parents to get more involved in 1,483,660 their children's education ___________________________________________________________________________________________________________________________________. {1} To end of December 2000 Detailed evaluation criteria are not held centrally and could be collated only at disproportionate cost. However, every campaign is measured vigorously against specific communication objectives using pre- and post-campaign research, conducted by independent research companies, to record shifts in awareness, attitudes, knowledge or behaviour among the target audience(s). The Department employs tracking research to monitor these shifts over time and typically conducts telephone surveys of respondents to advertising campaigns to monitor satisfaction with the services offered and actions taken as a result of the campaign. It routinely tests the likely effectiveness of different creative approaches on the target audience(s) through market research, as part of the development of advertising campaigns. Lessons learned from previous campaigns are used to inform future ones.

Secondary information

Type

Written question

Reference

361 c330-3W; 142713

Session

2000-01

Subjects

Costs Government departments Publicity Department for Education and Employment

Contains statistics

Yes

Link

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