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  • Appendix 8: Advertising, direct mail, media placement and market research

    During 2016–17, the ATO conducted the advertising campaigns listed below. Further information on these advertising campaigns is available at ato.gov.au and in reports on Australian Government advertising prepared by the Department of Finance at finance.gov.auExternal Link.

    TABLE 5.12 Advertising, direct mail, media placement and market research, 2016–17

    Organisation

    Initiative, event or product

    Total cost ($)

    Advertising

    The Story Lab Australia

    Online Lodgment (Tax Time) 2016 advertising campaign

    24,325

    Total

    24,325

    Direct mail

    PMP Limited

    Distribution of NAT 4105 Refund franking credits as part of Tax Time 2017

    13,580

    Toll Customised Solutions

    General publication mailing

    848,314

    Total

    861,894

    Media placement

    Dentsu Mitchell Media Australia Pty Ltd

    Aggressive Tax Planning advertising campaign

    49,407

    Dentsu Mitchell Media Australia Pty Ltd

    ATO Drought Assistance advertising campaign

    21,393

    Dentsu Mitchell Media Australia Pty Ltd

    Employee or contractor advertising campaign

    106,006

    Dentsu Mitchell Media Australia Pty Ltd

    Fraudulent Phoenix 2015–16 advertising campaign

    25,134

    Dentsu Mitchell Media Australia Pty Ltd

    Fraudulent Phoenix 2016–17 advertising campaign

    33,751

    Dentsu Mitchell Media Australia Pty Ltd

    Fringe Benefits Tax advertising campaign

    21,594

    Dentsu Mitchell Media Australia Pty Ltd

    GST Voluntary Compliance advertising campaign

    32,304

    Dentsu Mitchell Media Australia Pty Ltd

    Identity Protection advertising campaign

    43,496

    Dentsu Mitchell Media Australia Pty Ltd

    Online Lodgment (Tax Time) 2016 advertising campaign

    271,642

    Dentsu Mitchell Media Australia Pty Ltd

    Overseas HELP/TSL Debtor advertising campaign

    94,227

    Dentsu Mitchell Media Australia Pty Ltd

    Pop-up office advertising

    37,934

    Dentsu Mitchell Media Australia Pty Ltd

    Public Advice and Guidance advertising campaign

    27,500

    Dentsu Mitchell Media Australia Pty Ltd

    Recruitment

    302,143

    Dentsu Mitchell Media Australia Pty Ltd

    SBS Tax Talk radio advertising

    28,433

    Dentsu Mitchell Media Australia Pty Ltd

    Small Business Benchmarks advertising campaign

    21,614

    Dentsu Mitchell Media Australia Pty Ltd

    Small Business Super Clearing House advertising campaign

    14,977

    Dentsu Mitchell Media Australia Pty Ltd

    Social media fan acquisition advertising campaign

    49,000

    Sensis Pty Ltd

    White Pages directory listing

    276,988

    Total

    1,457,542

    Market research

    Australian National University

    Payment thinking research

    19,800

    Bastion Latitude

    ATO Staff Digital capabilities research

    65,340

    Chant Link and Associates

    Private Group Research

    59,717

    Chant Link and Associates

    Small Business Newsroom Research

    98,930

    Colmar Brunton Pty Ltd

    SuperStream Small Business Implementation

    20,768

    Databuild Research

    Overseas HELP/TSL Debtors Campaign

    22,000

    Ernst & Young

    Not for profit sector research

    119,658

    Ernst & Young

    Wealth and Use of Trusts Research

    33,396

    Essence Communications

    Single Touch Payroll campaign

    219,965

    Farron Research

    Recruitment for Taxpayer Intentionality

    35,222

    Fyusion Asia Pacific

    Service Delivery Productivity

    14,399

    Indigenous Professional Services

    Small Business Cashflow Education

    113,521

    IPSOS Public Affairs

    ATO Absence Analysis

    141,741

    Millward Brown Australia

    Corporate Perception Survey

    346,572

    Millward Brown Australia

    Perceptions of fairness research

    285,029

    Neoteny Services Design Pty Ltd

    Neo Digital Community Phase 2

    26,235

    ORIMA Research

    ATO Cultural Pulse Survey 2016

    38,750

    ORIMA Research

    Taxpayer Behaviour monthly pulse surveys

    140,055

    Painted Dog Research

    Employer Obligation research

    22,660

    PricewaterhouseCoopers

    Single Touch Payroll Small Business Pilot Assurance Framework

    90,062

    Queensland University of Technology

    Cash and Hidden Economy Phase 1

    15,275

    Queensland University of Technology

    Cash and Hidden Economy Phase 2

    115,486

    Queensland University of Technology

    Psychosocial risk survey

    44,000

    RMIT

    Trusts Taskforce research

    220,802

    Robert V Breung

    Benchmarking Longitudinal Income File

    26,719

    Salinger Consulting Pty Ltd

    Research consultant Privacy Assessment

    29,040

    Snapcracker Research and Strategy

    Rental property owner research

    33,000

    Taylor Nelson Sofres (TNS)

    GST Voluntary Compliance Phase 6

    84,234

    Taylor Nelson Sofres (TNS)

    GST Voluntary Compliance Phase 7

    108,240

    Whereto Research

    Client Experience Survey Suite data analysis and annual report

    26,059

    Whereto Research

    Public business audience research

    78,100

    Winangali Pty Ltd

    New to small business education research

    43,500

    Winangali Pty Ltd

    Small Business Engagement Research 2017

    122,950

    University of Melbourne

    Development of Longitudinal Income File

    18,774

    Total

    2,879,997

    GRAND TOTAL

    5,223,758

    NOTES
    For 2016–17, details of payments of $13,000 or less (inclusive of GST) are not required.
    For the purposes of section 311A of the Commonwealth Electoral Act 1918, the ATO does not undertake polling activity.

      Last modified: 30 Oct 2017QC 53723