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Part 5: Appendices (continued)

Advertising and market research

The Treasury undertook the following advertising and marketing research in 2011-12.

Table 9: Advertising and marketing research expenditure for 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.