Slide 2 of 23
Notes:
- We are operating in a media environment where audiences have many ways to get information. With specialty channels and the Internet it is increasingly difficult for messages to reach their intended audiences.
- Canadians are overloaded with information, and the government, like other institutions, faces considerable competition in gaining the attention of Canadians.
- Research continues to show low awareness of specific initiatives, with Canadians unable to articulate what the government’s priorities are.
- Canadians place their highest priority on social issues, yet, believe the government’s priority will be on economic issues.
- Research shows that Canadians do want to be better informed by government and are open to advertising if it is informative and relevant to their needs and concerns (it must also be effective and of high quality to compete with other messages to ensure value for our expenditures).