Public Opinion Research Results
According to the Government of Canada’s Communications Policy, federal government advertising valued at more than $1 million must be assessed post-campaign to determine its impact and value. The purpose of this research was to evaluate the “Canada Apprentice Loan” advertising campaign using the Government of Canada’s standardized Advertising Campaign Evaluation Tool, or ACET survey.
The specific objectives of this research were to measure:
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unaided recall of the advertising campaign;
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aided recall of the advertising campaign by media;
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recall of key messages of the campaign; and
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awareness of who was responsible for producing the ads.
The results will be used by the Government of Canada to assess the effectiveness of the Canada Apprentice Loan advertisements.