To ask the Scottish Executive how much has been budgeted for (a) image management, (b) advertising and (c) marketing for (i) it, (ii) its agencies and (iii) other public bodies in each of the last five years.
(a) None. (b) and (c) (i) are as follows:
In 2009-10 the Scottish Government''s marketing unit allocation was £10,800,000.00 of which £8,300,000 was spent on a range of advertising activity to support key policy objectives and to help deliver the government''s National Performance Framework outcomes. A further £5,100,000 was spent on related advertising activity by individual directorates. In September 2009, at the time of the 2010-11 draft Budget, I announced that the Scottish Government''s advertising expenditure would be reduced by 50 per cent from 2010-11. My letter to Mr Welsh, Convenor of the Finance Committee, dated 5 August 2010, provided full details of these matters at the time, a copy of which was placed in Scottish Parliament Information Centre (Bib. number 51458).
The Scottish Government advertising and marketing budget is allocated exclusive of VAT. For the period 2005-06 to 2009-10 the budget was capped at £10,800,000. The 2010-11 budget is £6,694,453.
The welfare of the Scottish population is a primary responsibility of the Scottish Government. Ensuring people are aware of the services available to them and any legislative changes is vital. This public information is best communicated using the marketing tools available, such as advertising. The recent risk to health from seasonal flu is an example of how marketing is used to communicate and deliver tangible results, 53.8 per cent of people under the age of 65 with a health condition have been vaccinated “ more than ever before in a flu season. The recent extreme winter weather also required the communication of safety messages to Scots across all communities and adverts on local and community radio stations were integral to this.
The Scottish Government advertising and marketing spend for 2010-11 will be reconciled and published following the end of the financial year.
The Scottish Government''s advertising gross expenditure for the period 2005-06 to 2009-10 is published on the government website, http://www.scotland.gov.uk/About/Directorates/Services-Groups/17963/advertising-marketing/spend.
During the period in question there have been three VAT changes (1 December 2008 VAT decreased from 17.5% to 15%, 1 January 2010 VAT increased from 15% to 17.5% and on 4 January 2011 VAT increased from 17.5% to 20%).
(c) (ii) (iii) Information on agency and other public body spend is not held centrally by the Scottish Government.