Examination of Witnesses (Questions 240-259)|
6 JUNE 2007
Q240 Mr Fallon: The advertisingif
you could just answer the question we can get through this. Is
there national advertising or not?
Ms Cook: There will be national
advertising at the end of the campaign but the campaign is focused
on regions and there will be advertising in each region as it
rolls out in the regions. There will be advertising as well as
Q241 Mr Fallon: In your memorandum
to us at three points you say there will be national advertising.
Ms Cook: There will be at the
end of the campaign.
Q242 Mr Fallon: That is paragraphs
12, 18 and 20; that is not happening at the moment.
Ms Cook: It is not happening at
the moment, no.
Q243 Mr Fallon: When will it happen?
Ms Cook: It will happen at the
end of the year and it will happen in the regions as we roll out
the campaigns in those regions.
Q244 Mr Fallon: Yes, I am asking
about national advertising, not about the regions. When will there
be national advertising?
Ms Cook: December this year and
that will be for people who are thinking of saving for next year,
but I must say to you that there are other ways of getting messages
out to the nation than advertising. We are also using national
public relations, PR, working with the media, which again is a
way of getting messages out without paying for advertising.
Q245 Mr Fallon: I understand that,
but you have told us you are using national advertising but in
fact this is for Christmas 2008 is it not?
Ms Cook: Yes.
Q246 Mr Fallon: Why would you be
doing that in December when people are thinking about Christmas
2007; would it not be more logical to do it immediately after
Ms Cook: We will be running it
in December and January because our research tells us that people
start to decide how they are going to save for Christmas in December
and start to actually start the schemes in January.
Q247 Mr Fallon: That is not what
your memorandum says. Your memorandum says, paragraph 20, "The
campaign will end in late November/early December." That
is not January.
Ms Cook: Maybe there is some confusion
then; that is the end of the regional rollout, we will be carrying
out national advertising and public relations in December and
January. I apologise if we have made an error in the memorandum,
but those are the plans.
Q248 Mr Fallon: How much advertising
and national PR are you going to get for £1 million?
Ms Cook: We are not going to spend
all of the £1 million on advertising; I can tell you if you
hold on a moment how much we are going to spend at the end of
Q249 Chairman: While you are doing
that can I just point out your memorandum to us where you say
"The launch will disseminate information showing the options
for short term savings for Christmas this year", 2007, so
in response to Michael's "You are advertising in Christmas
2007 for 2008", I think you are all over the place.
Ms Cook: The launch was last week
and the launch last week referred to options for advertising for
2007. The launch was not an advertising launch, it was a public
relations launch, and we got a great deal of press coverage and
media coverage and broadcast media coverage, so the message actually
went out. I can come back to you later with the number of opportunities
to hear and see that people had
Q250 Mr Fallon: What I am interested
in is how this is getting through to the people who need to hear
it. How much of the million quid is going on national advertising;
you must know roughly.
Ms Cook: I can tell you.
Q251 Mr Fallon: Could we have a figure?
Ms Cook: £600,000 altogether.
Q252 Mr Fallon: £600,000.
Ms Cook: No, sorry, hold on a
second, I apologise for that because there are other things included
there, it is £400,000.
Q253 Mr Fallon: Of the £400,000
how much will go for 2008, for your January campaign?
Ms Cook: It will all go for 2008,
the advertising, but you are talking about this as an advertising
Q254 Mr Fallon: I am just asking
you to answer the questions that I am putting to you. I need to
know, we need to know, how much advertising is being spent in
terms of Christmas 2007, is it nought?
Ms Cook: Yes, because we are using
Q255 Mr Fallon: So it is simply not
true in your memorandum that this programme is supported by national
advertising, which you say in paragraphs 12, 18 and 20. That is
Ms Cook: It is true; the education
programme will be supported by national advertising at the end
of the year and there will be £400,000 worth of advertising.
Q256 Mr Fallon: But all that is for
next Christmas, 2008.
Mr Williams: If I might just add
one point here
Q257 Mr Fallon: I do not want stuff
added; I want an answer to the question.
Ms Cook: I have answered it.
Q258 Mr Fallon: It turns out the
national advertising you have told a Parliamentary Select Committee
will happen will not in fact take effect until Christmas 2008.
Ms Cook: Can I say to you that
advertising is not the only way to get messages across to consumers,
it is one channel. The main channel to get national messages across
is public relations, which is what we did at our launch last week.
We spent a certain amount, obviously nothing like £400,000
on that, but that was a way of pushing the message out to consumers
using the media as a channel.
Q259 Mr Fallon: Can you give us a
breakdown of how the £1 million is going to be spent, please,
in a note to the Committee?
Ms Cook: Yes, absolutely.