Agency: D'Arcy | Authors: Charlie Snow and Jo Reid |
The Reading and Literacy Campaign for the Department of Education and Employment and the Central Office of Information:
How Advertising Mobilised Parents to Help Improve the Reading Ability of Their Children
INTRODUCTION
Between March 1998 and April 1999 the Government spent 105.4m on adverti sing, putting it second only to Procter & Gamble in a league table of Britain's biggest advertisers (source: Central Office of Information (COI) annual report 1999/Register Meal). The figures were seized upon by the Conservatives as fresh evidence of Labour's 'obsession with image and presentation'...