Assessment of Parks Canada's 2019 advertisement campaign : methodology report / prepared for Parks Canada [by] Ekos Research Associates Inc.: R62-559/2019E-PDF
"Parks Canada launched a new and innovate advertising campaign (450 000 km2 of memories) that has been in market for two years (January 2018 to June 2019). The campaign aims to encourage Canadians to discover their national parks, national marine conservation areas and national historic sites, as well as to connect with nature and help in the protection of these places. This campaign was deployed on a variety of media including television, billboards, social media and other digital platforms. In Spring 2019, the next wave of the campaign was launched emphasizing the importance of conservation while informing Canadians of the countless memories that await from coast to coast to coast. As the Parks Canada 2019 National Tourism Campaign exceeds $1,000,000, public opinion research is required by Treasury Board using the Advertising Campaign Evaluation Tool, with additional validating and benchmarking questions following the ACET instrument. Data collection to evaluate the campaign supports the Government of Canada’s goal of effectively gauging Canadians’ awareness and knowledge of specific 2019 initiatives, and determining the effectiveness of the campaign"--Background, page vii.
Permanent link to this Catalogue record:
publications.gc.ca/pub?id=9.879017&sl=0
| Department/Agency | Ekos Research Associates. Parks Canada. |
|---|---|
| Title | Assessment of Parks Canada's 2019 advertisement campaign : methodology report / prepared for Parks Canada [by] Ekos Research Associates Inc. |
| Publication type | Monograph |
| Language | [English] |
| Other language editions | [French] |
| Format | Electronic |
| Electronic document |
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| Note(s) | Issued also in French under title: Évaluation de la campagne publicitaire de 2019 de Parcs Canada : rapport méthodologique. "Registration Number: POR 088-18." "July 2019." Includes text in French. |
| Publishing information | [Gatineau, Quebec] : Parks Canada = Parcs Canada, 2019. ©2019 |
| Description | 1 online resource (xiii, 47 pages) + executive summary (7 unnumbered pages) |
| ISBN | 9780660325620 |
| Catalogue number |
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| Subject terms | Parks Canada. Advertising -- Tourism -- Canada -- Evaluation. Advertising -- Tourism -- Canada -- Public opinion. Public opinion -- Canada. |
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