Slide 19 of 23
Notes:
- For instance, the proportion of resources allocated to advertising on key priorities is small in comparison to the government’s overall spending on advertising.
- Only thirty percent (30%) of media-placement dollars is spent on priorities, and eleven percent (11%) on corporate initiatives.
- The Canada Information Office (CIO) will brief departments on the 2001-2002 Citizens’ Information Initiative in more detail, but this “corporate” program will include a good mix of TV, radio, print, including direct mail -- and all of the campaigns will reinforce the approach outlined here.
- CIO will also set aside some funds to assist lead departments and to leverage resources for the campaigns or “product lines” to be developed on the key priorities of children, innovation, health, aboriginals and environment.
- Returning to the pie chart, while only 30% and 11% are spent on priorities and corporate initiatives respectively, fifty-nine percent (59%) goes to advertise a wide range of government programs and initiatives -- many on small campaigns.
- This results in:
- competion between programs and departments in an already fragmented and competitive marketplace;
- diffusion of government messages and information; and
- no measurable impact, particularly for smaller, one shot initiatives.