According to AC Nielsen the government spends more on advertising than leading brands.

Government spending on advertising so far this year has increased by 157% and during was more than double that of Unilever or Procter & Gamble, the world's two biggest advertisers. The governments advertising bill was £16.2m in January, £16.5m in February and £30.2m in March according to media monitors AC Nielsen MMS.

This level of spending was justified by a series or high profile campaigns to support government initiatives. These included were benefit fraud (pounds 3.4m), entitlements to annual leave (pounds 2.5m), anti- smoking initiatives (pounds 2.2m), the UK Online Internet web site (pounds 2.1m) and lone parents (pounds 1.2m).

Is this level of spending on advertising a necessary part of effective government at the beginning of the 21^st century or just a cynical ploy by labour to raise awareness of the governments work prior to an election. Undoubtedly as the public's perception of the world is increasingly formed by the media if the government wished to change attitudes and behaviour they must resort to effective use of the media. It is unlikely the cosy public information message will even reach target audiences, let alone change their behaviour.

References

Government advertising spend breaks all records The Independent; London (UK); Apr 26, 2001; Andrew Grice Political Editor;

Blair in row as Whitehall adverts soar by 157% The Guardian; Manchester (UK); Apr 26, 2001; Nicholas Watt Political correspondent;