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e its future advertising requirements.
1.4 The draft report contained 28 recommendations. A summary of these
recommendations and the issues identified by the review group are set out in
paragraphs 1.5 - 1.6.
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Issues identified in the report
1.5 The following summarises the main areas of concern highlighted by the draft
report.
Classified advertising
• There is an over-dependence on classified advertising and a consequential
high level of expenditure - £8m in 2003/04.
• There is no consistent approach to the purchasing of classified advertising.
Government is missing out on potential savings that could be achieved
through a more co-ordinated approach.
• The approach to classified advertising is outdated. It fails to exploit the
savings to be derived from modern methods of communication.
• This outdated approach does not provide the flexibility to meet changes in
the market.
• The opportunities provided by the weekly newspaper market are not being
fully exploited.
• The current approach is led by procedural requirements rather than being
focused on effectiveness.
• Government is paying a premium for classified advertising, particularly inthe case of recruitment advertising.
Campaign advertising
• There is no consistent approach across government to the procurement,
management or measurement of the effectiveness of agencies andcampaigns.
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• A lack of competition in the Northern Ireland TV market has had an adverse
effect on the cost of campaigns.
• Poor planning of some government campaigns has added to inflation in the
marketplace.
• There is little or no auditing of the effectiveness of media planning and
buying.
• There is a lack of clarity around volume discounts for government, nor is
there a co-ordinated approach to the negotiation of a government pricing
framework.
• Expenditure of £9.2m in 2003/04 on campaign advertising in Northern
Ireland is 1.5 times higher per capita than the UK average.
• There is a lack of consistency and transparency around the costing models
used for the payment of agencies.
Internal management
• Advertising in departments is handled in a variety of ways and this works
against a strategic approach to communications within departments and
across government.
• The skills base of some staff who manage and procure advertising needs to
be developed.
• There is no management information system within government that could
provide consistent information on current and past advertising expenditure.
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Summary of recommendations from the draft report
1.6 The recommendations of the draft report can be broadly summarised as
follows:
Classified advertising
• Classified advertising should be opened up to competition against specific
criteria.
• Departments should review the need for the current level of classified
advertising, taking into account the opportunities for alternative methods of
communication.
Campaign advertising
• A new protocol will be agreed with advertising agencies. This will apply
across government and should deliver a more consistent approach to the
procurement, management and measurement of advertising agencies. This
will include a more transpar