Appendix 7 - Updated recommendations of the Finance and Public Administration References Committee, Government advertising and accountability , December 2005[1]
Recommendation
10
The Committee recommends that the Department of Finance and
Deregulation publish an annual report on government advertising, commencing in 2007–08.
The annual report should be modelled on the Annual Report on the Government
of Canada's Advertising Activities 2003–04. It should
include:
- a total figure for government expenditure on advertising
activities;
-
total figures by agency for expenditure on advertising
activities;
- figures for expenditure on media placement by type and media
placement by month; and
- detailed information about major campaigns, including a statement
of the objectives of the campaign, the target audience, a detailed breakdown of
media placement, evaluation of the campaign including information about the
methodology used and the measurable results, and a breakdown of the costs into
'production', 'media placement' and 'evaluation research'.
Recommendation 11
The Committee recommends that from 2007–08, the annual
reports of each government agency must include:
- a total figure for the agency's advertising expenditure; and
- a consolidated figure for the cost for each campaign managed by
that agency.
Recommendation 12
The Committee recommends that from 2007–08 the annual
reports of each government agency must include:
- a total figure for departmental expenditure on public opinion
research;
- a breakdown of the type of research, including the expenditure on
research for advertising as a percentage of total research costs;
- highlights of key research projects; and
- a listing of research firms used by business volume.
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