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Tuesday, 23 April 1985
Page: 1713

(Question No. 71)


Mr Blunt asked the Minister for Health, upon notice, on 22 February 1985:

(1) What was the cost of the advertising campaign for Medicare by the Health Insurance Commission referred to in the Minister's news release of 9 October 1984.

(2) How much was spent with each television station and newspaper used during the campaign.

(3) Was an advertising agency used to devise the campaign; if so, which one and what amount was it paid.

(4) Who formulated the idea of having a campaign and who deemed the campaign necessary.

(5) Who was responsible for advising him on the advertising campaign.

(6) Did the Information Co-ordination Branch play a role in advising on the conduct of this campaign.

(7) Will he make public all formal briefing papers prepared by any agency or other body in connection with the advertising campaign.

(8) Will he make public all formal briefing papers, prepared by any Department or instrumentality, on the advertising campaign for the guidance and use by any advertising agency, research firm, or its employees or sub-contractors.


Dr Blewett —The answer to the honourable member's questions is as follows:

(1) The total cost of the advertising campaign for Medicare in October 1984 was $1,025,000.

(2) A list of the television stations, newspapers and women's magazines used in the campaign is listed below, together with the invoiced charges for their services.

In the event, television costs were some $50,000 lower than the $690,000 stated in my press release of 9 October 1984 and newspaper and magazine costs some $22,000 in excess of the estimate of $250,000.

(3) (a) Yes; (b) Forbes Macfie Hansen; (c) Television, press and magazine production costs and agency fees paid to Forbes Macfie Hansen amounted to $112,000.

(4) Market research into public perceptions of Medicare identified areas of confusion and concern which could best be addressed through the media.

The campaign was recommended by the Health Insurance Commission and approved on the strength of this recommendation.

(5) The campaign development relied on substantial input from the ANOP researchers, the Marketing Division of the Health Insurance Commission and, naturally, from the creative and media people at Forbes Macfie Hansen.

(6) No.

(7) and (8) No. The campaign was fully justified following properly conducted market research and there is nothing to be achieved in public disclosure of the purely administrative detail of its development.

TELEVISION ACTUAL EXPENDITURE

$

1. ATN7 111,025 2. TCN9 56,940 3. TEN10 7,216 4. RVN/AMV4 6,574 5. CTC7 14,015 6. HSV7 48,400 7. GTV9 50,400 8. ATV10 46,315 9. BTQ7 28,698 10. QTQ9 10,511 11. TVQ0 11,794 12. ADS7 23,175 13. NSW9 8,731 14. SAS10 19,052 15. TVW7 17,270 16. STW9 18,419 17. NBN3 24,247 18. WIN4 14,921 19. CBN8/CWN6/MTN9 9,198 20. BCV/GLU-STV 18,108 21. BTV6/GMU6/SES8 14,758 22. NEW/NRN/DDQ 23,103 23. TNQ/FMQ 8,736 24. CSEQ 9,389 25. ITQ8 1,455 26. MVQ6 2,520 27. GTS4 VKN7 3,598 28. RTS 5A 5,012 29. BTW3/GSW9 5,070 30. GTW11 1,598 31. MINING T/V 1,106 32. VEN MIDWEST 2,226 33. TVT6/TNT9 13,020 34. NTD8 3,726

640,326

METROPOLITAN PRESS

$

New South Wales

Sun Herald 17,612.00 Sunday Telegraph 16,228.00 Sydney Morning Herald 10,453.80 Daily Telegraph 14,693.07 Daily Mirror 9,873.08 The Sun 13,597.50

82,457.45

Victoria

Sun News Pictorial 27,464.50 Melbourne Herald 11,371.50 Melbourne Age 8,538.60

3,138,80

50,513.40

Queensland

Sunday Mail 6,314.84 Sunday Sun 6,441.12 Courier Mail 7,581.00 Telegraph 6,342.00 Daily Sun 4,823.28

31,502.24

South Australia

Sunday Mail 6,000.96 Advertiser 6,487.74 News 6,114.60

18,603.30

Western Australia

Perth Sunday Times 6,572.30 West Australian 8,343.72 Daily News 4,127.76 Sunday Independent 650.00

19,693.78

Tasmania

Tasmanian Mail 1,928.50 Hobart Mercury 3,431.40 Launceston Examiner 3,774.54 Burnie Advocate 2,952.60

12,087.04

Northern Territory

Northern Territory News 3,066.00 Centralian Advocate 1,792.00

4,858.00

Total Metropolitan 219,715.21

PROVINCIAL PRESS

Newcastle

Newcastle Herald 4,564.56 Newcastle Star 1,568.00

Wollongong

Illawarra Mercury 4,032.00

Cairns

Cairns Post 2,194.50

Rockhampton

Rockhampton Bulletin 2,884.35

Townsville

Townsville Bulletin 2,864.40

18,107.81

Total Metropolitan and Provincial Press 237,823.02

WOMENS' MAGAZINES

Australian Womans Weekly 23,846.00 Womans Day 10,575.00

34,421.00

MEDIA TOTALS

Television 640,326 Press 237,823 Womens Magazines 34,421

912,570 Agency Production/Service Fees 112,015

TV and Press 1,024,585