This plan reinforces the importance of focusing on Service and Information in government advertising and on improving the overall quality and effectiveness of campaigns.
It is not static but based on on-going research. It is adaptable and will evolve as needed to respond to the changing information needs of Canadians and the government’s priorities.
This year’s objective is to make improvements in the following four key areas:
Adopting a two-year planning cycle;
Leveling out government advertising for a more consistent presence in the marketplace;
Using more precise media strategies; and
As per the Communications Policy, using research to develop better campaigns and to more consistently test their effectiveness.
This presentation addresses how departments can contribute to these improvements.