2003 November Report of the Auditor General of Canada

Exhibit 4.1—How three departments managed advertising campaigns

Campaign component	Human Resources Development Canada	Canada Information Office	Health Canada
Campaign development and briefing	Well done	No documentation	Vague objectives
Media plan	Comprehensive	No rationale for strategy chosen	Several strengths but no rationale for the budget and saturation
Monitoring development of creative elements	Well done	Well done	Well done
Evaluation against objectives	Useful data, no benchmarks	Data received, no benchmarks and no objectives	Limited
Compliance with communications policy	Yes	Yes	No