Measuring success in government advertising

The UK government is one of the country's biggest advertisers in terms of expenditure, behind only Procter & Gamble and Unilever.

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 ...

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