Advertising Campaign Evaluation Tool (ACET) - Evaluation of Phase VII of the Tax Relief Measures Advertising Campaign: Individuals

Prepared for the:
Canada Revenue Agency
May, 2014
Contract Number: 46558-140039/001/CY
Contract Award Date: 2014-03-20
Project Cost: $21,719.84 (HST included)
POR Number: 080-13

Prepared by:
Opinion Search Inc.

For further information:

Media Relations
Canada Revenue Agency
4th Floor – 555 MacKenzie Avenue
Ottawa, ON K1A 0L5
Media.relations@cra-arc.gc.ca

Introduction

Background and Understanding

Phase VII of the Tax Relief Measures advertising campaign took place from February 3 2014 to March 31, 2014. Previously, Phase I of the advertising ran in 2008, Phase II 2009, Phase III in 2010, Phase IV in 2011, Phase V in 2012 and Phase VI in 2013. Based on the 2013-14 campaign advertising media buy, a post-campaign evaluation, using the Advertising Campaign Evaluation Tool (ACET) series of standard questions, was mandatory. 

The ad campaign included television, print, public transit and Internet advertising intended to achieve the following:

• Raise awareness of the tax relief measures introduced by the Government of Canada;
• Increase the number of individuals who claim the tax credits and benefits to which they may be entitled; and,
• Increase the number of individuals who file electronically and on time.

Specifically the ad campaign focused on the following:

1. The Children's Fitness Tax Credit
2. The First-time Donor’s Super Credit

Objectives

The Canada Revenue Agency sought to conduct public opinion research to assess awareness, impact and effectiveness of the 2014 Tax Relief Measures Advertising Campaign in raising awareness and providing key information about the tax relief measures introduced by the Government of Canada.

In accordance with the Government of Canada Communications Policy, departments and agencies are required to conduct a post-campaign evaluation of all advertising initiatives exceeding $1,000,000 in media buys.  This post-campaign testing was conducted using the ACET (a series of standardized questions to be included at the beginning of a post-campaign survey).

This research was required to evaluate the effectiveness of this advertising campaign with Canadians.  The objectives were to:

• Measure unaided and aided awareness of the advertisements;
• Determine message recall;
• Assess sponsorship/attribution of the advertisements;
• Gather awareness and use of the cra.gc.ca/TaxSavings Web site;
• ,Verify that specific campaign objectives were met, specifically raising awareness of the Children’s Fitness Tax Credit and the First-time Donor’s Super Credit; and
• Gauge if the creative aspect resonated with the target audience.

The research will be used to verify that the objectives have been accomplished. For example:

• It will allow the CRA to evaluate the relevance of this year’s ad campaign;
• To verify if the campaign raised awareness & knowledge of the tax relief measures introduced by the Government of Canada; and,
• It will help the CRA to improve, repeat or modify its future ad campaigns.

Key Findings

Opinion Search was not responsible for the survey design, development of the methodology or any analysis of the research.

Cost of the Project

The final cost for the data collection portion of the project was $21,719.84 (including HST).