• Appendix 12: Advertising, direct mail, media placement and market research

    During 2010-11 we conducted campaign advertising in relation to the superannuation guarantee in certain high risk industries; tax file number protection; Project Wickenby; Tax Time 2011; small business benchmarks; aggressive tax planning; lost superannuation; and GST integrity of business systems.

    Further information is available at www.ato.gov.au and in reports on Australian government advertising prepared by the Department of Finance and Deregulation and published at www.finance.gov.au

    TABLE 7.32: Advertising, direct mail, media placement and market research, 2010-11

    Organisation

    Initiative, event or product

    Total cost
    $

    Advertising

    We did not engage the services of an advertising agency in 2010-11.

    Direct mail

    Toll Logistics

    Preparation and mail-out of agency material

    3,885,202

    The Independent Print Media Group

    Distribution of tax-time (2010) products

    205,586

    The Independent Print Media Group

    Distribution of tax-time (2011) products

    955,367

    Market research

    Andrews Group Pty Ltd

    Large market business research

    70,000

    Blue Moon Unit Trust

    Cash economy and small business benchmarks research

    98,340

    Chant Link & Associates Pty Ltd

    Research to understand the effectiveness of simplified GST accounting methods

    81,408

    Chant Link & Associates Pty Ltd

    Tax practitioner research 2011

    186,825

    Chant Link & Associates Pty Ltd

    Exploring community perceptions of the ATO

    284,236

    Colmar Brunton Pty Ltd

    Australian Valuation Office benchmarking research

    53,180

    Colmar Brunton Pty Ltd

    Community understanding of the pay as you go (PAYG) instalments regime research

    157,856

    Colmar Brunton Pty Ltd

    Small and medium enterprise online tax forum research

    237,881

    Cudex Pty Ltd (trading as Newspoll Market Research)

    Research to measure the cost of compliance

    197,570

    DBM Consultants Pty Ltd

    ATO professionalism survey

    242,445

    DBM Consultants Pty Ltd

    Community and micro business perceptions survey

    204,611

    ORC Australia Pty Ltd

    Call centre satisfaction survey

    107,140

    ORC Australia Pty Ltd

    Initiative for payment arrangements free of general-interest charge - evaluation 2010

    29,977

    ORC Australia Pty Ltd

    Small and medium enterprise perceptions survey

    76,610

    ORIMA Research Pty Ltd

    Research with Indigenous Australians 2011

    73,710

    Sweeney Research Pty Ltd

    BAS mail-out publications and Activity Statement Update research

    50,890

    Taylor Nelson Sofres Australia Pty Ltd

    Research to support GST compliance program marketing activity

    306,020

    Taylor Nelson Sofres Australia Pty Ltd

    Targeting Tax Crime eMagazine evaluation 2011

    49,500

    Taylor Nelson Sofres Australia Pty Ltd

    Research to gauge effectiveness of aggressive tax planning marketing

    21,230

    The Trustee for Inside Story Unit Trust

    Research into self preparing individuals using paper returns to migrate these taxpayers to e-tax

    119,790

    The Trustee for Inside Story Unit Trust

    Research into and benchmarking of internal corporate communications

    85,500

    Media placement

    Adcorp Australia

    Media planning and buying for non-campaign and routine advertising

    1,050,754

    Universal McCann

    Media planning and buying for aggressive tax planning campaign advertising

    212,303

    Universal McCann

    Media planning and buying for tax-time campaign advertising

    86,320

    Universal McCann

    Media planning and buying for Project Wickenby tax haven campaign advertising

    124,365

    Universal McCann

    Media planning and buying for TFN protection campaign advertising

    131,546

    Universal McCann

    Media planning and buying for superannuation guarantee campaign advertising

    60,897

    Universal McCann

    Media planning and buying for lost super advertising

    54,664

    Universal McCann

    Media planning and buying for promoting a level playing field - small business benchmarks campaign advertising(a)

    32,983

    Media heads Pty Ltd

    Media planning and buying of tax tips 2011

    93,500

    (a) These were activities the ATO administered on behalf of the Commonwealth and received specific appropriation.

      Last modified: 31 Oct 2011QC 28036