Measuring success in government advertising
Rebecca Morgan Lowe Worldwide
John Poorta Leo Burnett
The most recent data show that, in aggregate, the government is the UK’s third largest advertiser, surpassed only by the consolidated spend, respectively, of Procter & Gamble and Unilever.
Since government advertising campaigns involve spending taxpayers’ money, the need to prove marketing funds have been invested efficiently on public messaging is all the greater.
From our analysis of various IPA Effectiveness Awards’ papers, we would argue that advertising has proven to be a truly efficient form of ...