Description

In accordance with the GoC’s Communications Policy, departments and agencies of the GoC are required to conduct a post-campaign evaluation of all major advertising initiatives exceeding $1,000,000 in media buys. In this case, post-campaign testing was conducted using the Advertising Campaign Evaluation Tool (ACET). The ACET survey instrument is a series of standardized questions to be included at the beginning of a post-campaign survey. The ACET telephone questionnaire including some additional campaign related questions took about 7-8 minutes on average to complete. As per above, the ACET is based on a survey of the general population and it collects information related to recall of the advertisement; recall of the key messages; who sponsored the ad; determine what, if any action has been taken as a result of seeing the ad; government performance in providing information to the public and overall government performance. For this evaluation, NRG conducted a general public survey of 2000 Canadians 18 years of age or older.

Resources

Name	Format	Description	Link
Skills Initiative Advertising Campaign Evaluation Survey Spring 2013 - data	CSV		https://open.canada.ca/data/dataset/056f2de3-8ed7-482c-badb-c50f2c5c81eb/resource/8f21af17-e1b3-4fe4-8e93-15da35c8c6c8/download/por_dataset_2013_skills_acet_spring-v3.csv
Skills Initiative Advertising Campaign Evaluation Survey Spring 2013 - metadata	XLS		https://open.canada.ca/data/dataset/056f2de3-8ed7-482c-badb-c50f2c5c81eb/resource/a4ed83f2-d809-44d0-b30a-816853c29f85/download/skill_acet_spring_2013_fr.xlsx
Skills Initiative Advertising Campaign Evaluation Survey Spring 2013 - metadata	XLS		https://open.canada.ca/data/dataset/056f2de3-8ed7-482c-badb-c50f2c5c81eb/resource/ef0e644c-02b5-451c-91e5-268dabf90b24/download/skill_acet_spring_2013_answer_option.xlsx

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