Advertising
In contrast to 1996 focus-groups that found it important to know the legal requirement at the outset, participants of 2005 focus-groups were annoyed or provoked by draft ads reminding Canadians about the census law. As a result of the finding, Statistics Canada's initial newspaper, radio and TV ads avoided mention of the legal requirement. Instead, reference to the census law was highlighted only in ads appearing after census day, to capture late filers.
To encourage participation, Statistics Canada set aside $13 million for "saturation" advertising, including billboards, bookmarks, inserts in municipal tax bills, and ads on bags of sugar and milk cartons.
Read more about this topic: Canada 2006 Census
Famous quotes containing the word advertising:
“Life is beset by many annoyances, and those that stand out above all are the life- insurance and advertising agents.”
—Alice Foote MacDougall (1867–1945)
“The growing of food and the growing of children are both vital to the family’s survival.... Who would dare make the judgment that holding your youngest baby on your lap is less important than weeding a few more yards in the maize field? Yet this is the judgment our society makes constantly. Production of autos, canned soup, advertising copy is important. Housework—cleaning, feeding, and caring—is unimportant.”
—Debbie Taylor (20th century)
“Remove advertising, disable a person or firm from preconising [proclaiming] its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.”
—J. Enoch Powell (b. 1912)