Understanding how Canadians feel about an issue, program or service, and knowing what their priorities and needs are, are important in order to develop a campaign that will resonate with them and achieve our objectives.
It is equally important to evaluate campaigns once they have been completed.
The new Communications Policy of the Government of Canada requires all major campaigns to be pre and post-tested. This may mean increased investment by departments.
In 2001-02, only about 3 to 4% of government advertising budgets went to evaluation and research. This figure should be in the range of 8 to 10%.
A standard, common survey has been developed to be used by all departments for post-testing their major campaigns. This will allow the government to compare and contrast campaigns, based on consistent measures, and to better track results.