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Research Services to Inform the Commissioning and Evaluation of NSW Government Advertising and Communication

Project Member(s): Macnamara, J.

Funding or Partner Organisation: NSW Department of Premier and Cabinet

Start year: 2015

Summary: This project involves: 1. Assisting NSW government departments and agencies comply with the current requirements of the Government Advertising Act 2011 in relation to proposing and evaluating advertising and communication campaigns by identifying international Best Practice in evaluation of advertising and communication from academic and professional literature and case studies of evaluation of government advertising and communication in other jurisdictions including the UK and US; 2. Assisting NSW government departments and agencies comply with the current requirements of the Government Advertising Act 2011 in relation to proposing and evaluating advertising and communication campaigns by providing models, methods, templates, and documentation based on international literature review and case studies from other jurisdictions; 3. Providing evidence-based input to inform the review of the Government Advertising Act 2011 due in 2016 including: a. International examples of Best Practice in government communication management; b. Feedback on the experiences and insights of government departments and agencies in proposing and evaluating advertising and communication campaigns; c. Feedback on the experiences and insights of advertising and communication suppliers to the NSW Government; d. Academic and professional research on media and communication use and evaluation, including changes and diversification such as social media, PR, and new hybrid formats such as `native advertising┬┐ and sponsored content.

Keywords: Evaluation, advertising, communication, public relations,

FOR Codes: Communication and Media Studies, Communication not elsewhere classified