Tony Gregory
Question:265 Mr. Gregory asked the Minister for Finance if he will include a company (details supplied) in the euro changeover advertising campaign. [22869/01]
Written Answers. - Euro Changeover.
Seán Barrett
Question:266 Mr. Barrett asked the Minister for Finance if he will ensure that the free newspapers circulating in the Dublin area are used by the Government's euro changeover advertising campaign. [22904/01]
Olivia Mitchell
Question:269 Ms O. Mitchell asked the Minister for Finance the reason Dublin local newspapers are not being used to advertise details of the euro changeover in the same way as provincial papers are being used to disseminate this information. [23135/01]
I propose to take Questions Nos. 265, 266 and 269 together.
The Euro Changeover Board of Ireland – ECBI – aims to use its resources as cost-effectively as possible. To this end, the ECBI uses independent professional surveys on public awareness to inform the content of its public information, including advertising, campaigns, and to identify groups most at risk of low awareness of the euro. The ECBI also uses a specialist media-buying agency in selecting the media to be used to convey its advertising messages in the most cost-effective way, both to the public generally and to low awareness groups. The board uses television, radio, press and outdoor advertising.
In the press area, the ECBI was advised by its media buying agency that it is more cost-effective to use the mass circulation of national newspapers to communicate messages on the euro to the public as a whole, and low awareness groups, and so the focus of press advertising has been on the national press. The paid provincial press has been used on occasion to supplement the com munication of key messages, in view of the role of such press in regional areas. As regards Dublin, not all households receive a local newspaper, so that use of the newspapers suggested by the Deputies would still have to be accompanied by national newspaper advertising, with a resultant impact on cost effectiveness. In addition, the ECBI is advised that its advertisements are already seen by an extremely high proportion of Dublin people. It is also relevant to point out that the board has received over 150 requests for print advertisements.
Finally, the board provides information extensively by non-advertising means, including direct to households as well as through other mechanisms. In this context, I would point out that the board has sent a leaflet to every household every year since its establishment in 1998 and is distributing a 24 page handbook on the changeover to every household in the State during October.