The Government of Canada has spent $69 million on advertising for fiscal year 2012-2013.
Through careful planning and efficient media buying strategies, the government sustained its communications with Canadians throughout the year. Overall spending was close to $10 million less or 12% below the 2011-2012 level. The government secured prime advertising space at preferential rates, including spots in high visibility programs like the Canadian broadcasts of the London 2012 Summer Olympic Games, by leveraging the advertising budgets of multiple departments and buying early when rates are low.
Overall, some 48 institutions used advertising to inform parents, travellers, newcomers to Canada, business owners, veterans and their families, students, workers and the general public about the wide variety of government resources, programs and services available to them, and to promote the country’s history and heritage.
Economic Action Plan advertising campaigns provided information on skills and training programs, tax incentives and information on actions taken to develop Canada’s natural resources responsibly.
Activities to commemorate the 200th anniversary of the War of 1812 continued while other key campaigns supported important international priorities. Citizenship and Immigration Canada sponsored the Combating Immigration Fraud and the Services to Newcomers campaigns to warn people wanting to immigrate or stay in Canada about the risks of marriage fraud and to provide information on the services available to help newcomers to Canada succeed. Foreign Affairs and International Trade launched two campaigns, one to outline their commitment to providing comprehensive travel information for Canadians and the other to raise awareness of bilateral and regional trade agreements to help Canadian businesses succeed in foreign markets.
The full range of advertising activities and costs for fiscal year 2012-2013 are documented in this eleventh Annual Report on Government of Canada Advertising Activities.
What is advertising and what costs are included?
Section 23 of the Communications Policy of the Government of Canada defines advertising as:
“[…] any message, conveyed in Canada or abroad, and paid for by the government for placement in media such as newspapers, television, radio, Internet, cinema and out-of-home.” This report includes the costs associated with the production and placement of advertising, including campaign planning, the development of creative materials, media planning and media placement.
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