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Tuesday, 17 February 1987
Page: 37

(Question No. 1247)

Senator Crichton-Browne asked the Minister representing the Minister for Communications, upon notice, on 19 August 1986:

(1) What television advertising programs are currently being undertaken by Australia Post.

(2) What is the purpose of these programs.

(3) What is the cost of these programs.

(4) What assessments has Australia Post conducted to determine the benefits of these advertising programs.

(5) If Australia Post has conducted any evaluation of the benefits of these advertising programs, what benefit has been revealed.

Senator Walsh —The Minister for Communications has provided the following answer to the honourable senator's question, based on advice from Australia Post:

(1) and (2) The only television advertising campaign recently undertaken by Australia Post was the corporate ``Striving for Excellence'' campaign.

About half of Australia Post's revenue is derived from services which are in direct competition with other enterprises. Even the portion of Australia Post's business which is covered by the statutory letter monopoly faces indirect competition from other forms of communication such as telephone and facsimile services and Australia Post, therefore, must continually strive to increase its market share in order to guarantee postal customers the vigorous level of services which will meet their needs at the lowest price.

The advertising campaign was designed to capture the attention of the business market, in particular, in order to lift Australia Post's market share in competitive areas of business as well as to improve Australia Post's public visibility.

(3) The `Striving for Excellence' campaign to which the Honourable Senator refers cost $3m Australia wide.

(4) and (5) All advertising campaigns are concept tested and subjected to pre-campaign market research and post-campaign effectiveness testing. Evaluations have indicated that Australia Post's public image has improved significantly as a result of its `Striving for Excellence' campaign.

When the campaign was launched earlier in the year a growth in business for 1985-86 of about 3% over the previous year was the aim. In the event, 2.8% was achieved. However, although Australia Post budgetted for a 4.3% increase in mail volumes in 1986-87, figures to date indicate a growth rate of 5.6% over 1985-86.