Departments are being asked to look closely at their media mix:
Radio:
This chart clearly indicates a need to increase the use of radio in our media buys.
Radio is a media of choice to reach First Nations and Inuit audiences as well as Canadians living in rural communities, and in some instances the youth segment.
Print:..Print campaigns, especially newspaper inserts, will be carefully reviewed. There are too many small campaigns of single insertions. Many of these are driven from external sources, for instance, newspapers promoting special supplements and often by programs, which have awareness-building in their mandates. Inserts when used, must be done with consideration given to the Communications Policy requirements, the Official Languages Act, and the goals and objectives of the government marketing and advertising plans.
The GAC will work closely with departments to review carefully single-insertion campaigns and to help determine if an insert or supplement clearly fits the advertising objective.
