Advertising is but one activity available to improve information and service for Canadians. It is important to ensure that when departments are using advertising, it is anchored into broader communications plans and promotional strategies.
Government advertising should be planned, when possible, over a two-year timeframe. For departments, this may mean alternating and re-allocating between campaigns from year to year. This will not only improve planning, it will help produce better quality campaigns and improve the reach and impact of smaller campaigns.
Improved coordination will lead to more evenly distributed advertising throughout the year for a more consistent presence in the marketplace.
Departments must establish clear and concise objectives - meaning tougher choices and advice from Heads of communications and senior advisors who are accountable for implementing the Communications Policy.
It is important to ensure that campaigns reinforce the four service attributes, include a call to action, and help better inform and serve Canadians.
Departments must increase their investment in research, both pre and post-campaign, and ensure that all major campaigns are tested using the new Post Advertising Campaign Survey.
