Advertising and market research
The Treasury undertook the following advertising and marketing research in 2011-12.
| Purpose | Vendor | Cost ($) |
|---|---|---|
| Advertising campaign | Universal McCann | 10,950,653 |
| Vinten Browning | 865,438 | |
| GFK Blue Moon | 254,250 | |
| Hall & Partners / Open Mind Research Group | 54,480 | |
| Media Heads | 114,650 | |
| Ethnic Communications | 98,558 | |
| Cultural Partners | 2,610 | |
| Business advertising | Hall & Partners / Open Mind Research Group | 37,786 |
| Adcorp Australia Pty Ltd | 110,305 | |
| Recruitment advertising | Adcorp Australia Pty Ltd | 64,364 |
| Total | 12,553,094 |
Note: These figures exclude GST. Payments less than $11,900 are not included in this table.
During 2011-12, the Treasury conducted two advertising campaigns.
A campaign was conducted to raise awareness and understanding of the education tax refund among eligible recipients and to alert recipients to the inclusion of school uniforms from 1 July 2011. During 2011-12, the Treasury spent $6.8 million on the campaign.
A campaign was conducted to raise community and business awareness of the relevance and benefits of the Government’s package of reforms to support a competitive and sustainable banking system. During 2011-12, the Treasury spent $5.6 million on the campaign.
Further information on the advertising campaigns is in the report on Australian Government advertising that is prepared by the Department of Finance and Deregulation. The report is available at www.finance.gov.au.