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Advertising and Marketing Resarch

Particulars of all amounts relating to advertising and market research paid by, or on behalf of, Defence during 2002-03 are shown in the tables below.

Table 4.11: Total Advertising and Market Research Expenditure by Type of Agency
Type of Agency Expenditure in
2002-03

$
Expenditure in
2001-02(1)

$
Advertising agencies 7,256,125 5,760,249
Market research organisations 903,910 1,384,114(1)
Polling organisations 56,004 0
Direct mail organisations 4,872 1,505
Media advertising organisations 18,190,176 32,612,533
Total 26,411,087 39,758,401
Note
  1. Contracts with four market research organisations, totalling $363,485, were erroneously omitted from the Defence Annual Report 2001-02. See the front of the report for details.
Table 4.12: Total Advertising and Market Research Expenditure by Group
Group Expenditure in
2002-03

$
Expenditure in
2001-02(1)

$
Headquarters Australian Theatre 20,152 0
Navy 62,004 388,799
Army 168,779 194,318
Air Force 55,923 56,254
Strategic Policy 4,695 11,217
Intelligence and Security 359,738 379,711
Vice Chief of the Defence Force 204,964 1,411,439
Chief Finance Officer 4,954 35,123
Defence Science and Technology Organisation 287,488 893,987
Defence Personnel Executive 21,763,264 33,578,148
Public Affairs and Corporate Communication 422,999 1,250,959(1)
Defence Materiel Organisation 645,186 610,192
Corporate Services and Infrastructure 2,410,941 948,254
Total 26,411,087 39,758,401
Note
  1. Three professional service providers and one consultancy, totalling $363,485, were erroneously omitted from the Defence Annual Report 2001-02. See the front of the report for details.

The following table lists payments, on a Group basis, made to relevant individuals and organisations for advertising and market research.

Table 4.13: Particulars of Payments by Group for Advertising and Market Research
Payee Amount
$
Purpose
Headquarters Australian Theatre
Advertising Agencies
Defence Publishing 1,731 Recruitment advertising - civilian
HMA Blaze Pty Ltd 5,236 Recruitment advertising - civilian
Media Advertising Organisations
Starcom Worldwide (Australia) Pty Ltd 13,185 Recruitment advertising - civilian
Navy
Media Advertising Organisations
HMA Blaze Pty Ltd 24,941 Recruitment advertising - civilian
Keystone Corporate Positioning 1,276 Printing of flyers for Navy Week 2002
Paula M Promotions 1,237 Production of hard-surface mouse pads to promote awareness of flight safety and contact details
Margaret Powell 4,368 Recruitment advertising - civilian
Starcom Worldwide (Australia) Pty Ltd 30,182 Recruitment advertising - civilian
Army
Advertising Agencies
Apex Models Co 2,784 Recruitment advertising - civilian
APN Newspapers Pty Ltd 6,874 Recruitment advertising - Army Reserve
Australia Post 12,065 Recruitment advertising - Army Reserve
Australian Retirement Press Ltd 24,000 Advertising of museums in South Australia, Tasmania, north Queensland and Queenscliff, Victoria
HMA Blaze Pty Ltd 3,230 Research grants advertisements
Northside Distributors and Finishers 2,501 Recruitment advertising - Army Reserve
Queensland Newspapers Pty Ltd 5,329 Recruitment advertising - Army Reserve
Starcom Worldwide (Australia) Pty Ltd 13,426 Recruitment advertising - Army Reserve
Media Advertising Organisations
96 FM Southern Cross Radio 2,700 Recruitment advertising - Army Reserve
Australian Beef Cattle Exposition 1,530 Recruitment advertising - Army Reserve
Canberra FM Radio 3,166 FM104.7 and FM106.3 advertisements for Beat the Retreat parade
Community Newspaper Group 24,741 Recruitment advertising - Army Reserve
Nine Network Australia 4,080 Recruitment advertising - Army Reserve
Post Newspaper Pty Ltd 8,693 Recruitment advertising - Army Reserve
Prime TV Southern Pty Ltd 4,500 Prime television advertisement for Queen's Birthday and Beat the Retreat parade
Quest Newspaper Group 6,980 Recruitment advertising - Army Reserve
Sydney Morning Herald 5,326 Recruitment advertising - Army Reserve
Ten Capital 3,990 Advertisement for Queen's Birthday and Beat the Retreat parade
The Federal Capital Press of Australia 6,911 Advertisement for Queen's Birthday and Beat the Retreat parade
The Ten Group 7,892 Recruitment advertising - Army Reserve
Universal Productions 10,460 Recruitment advertising - Army Reserve
WIN Television 7,601 Reserve Recruiting and WIN television advertisement for Duntroon House Open Day. Advertisement for Queen's Birthday and Beat the Retreat parade
Air Force
Advertising Agencies
3AW Southern Cross Radio 4,530 Advertising for museum
Destination Melbourne Inc 3,150 Advertising for museum
Domestic OTV Pmt-RAAF Williams Supply Division 2,136 Advertising for museum
Fairfax Community Newspaper 5,036 Advertising for museum at RAAF Williamtown
HMA Blaze Pty Ltd (The Australian) 4,637 Recruiting - civilian
The Herald Weekly Times 1,559 Advertising for museum
Starcom Worldwide (Australia) Pty Ltd 27,851 Recruiting - civilian
Weekend Australian 7,024 Recruiting - civilian
Strategic Policy
Media Advertising Organisations
HMA Blaze Pty Ltd 1,586 Request for tender for Pacific patrol boat refits
Starcom Worldwide (Australia) Pty Ltd 3,109 Request for tender for Defence Cooperation Program Scholarship contract
Intelligence & Security
Advertising Agencies
HMA Blaze Pty Ltd 146,606 Recruitment advertising - civilian
Ideas and Directions 3,440 Artwork, production and management for advertising banner
Jaymac Promotional Advertising 5,410 Graduate recruitment
Starcom Worldwide (Australia) Pty Ltd 186,947 Recruitment advertising - civilian
The Good Guides Group 7,750 Graduate guide development
TVP Communications Pty Ltd 6,475 Security awareness posters
Direct Mail Organisations
Monash Unicomm 3,110 Recruitment advertising - civilian
Vice Chief of the Defence Force
Media Advertising Organisations
Artemis Publishing and Marketing 450 Advertising - Defence Reserve Support Council
Australasian Trade and Industry Periodicals Pty Ltd 1,895 Advertising - Office of Head Reserve Policy
Australian Events Pty Ltd 552 Advertising - Defence Reserve Support Council
Australian Human Resources Institute 2,360 Advertising - Reserve initiatives
Australian Institute of Company Directors 9,000 Advertising - Reserve initiatives
Australian Retailers Association Victoria 1,818 Advertising - Reserve initiatives
Business News 4,956 Advertising - Defence Reserve Support Council
C & G Advertising 1,895 Advertising - Office of Head Reserve Policy
Capricorn Coast Radio Centre 2,340 Advertising - Defence Reserve Support Council
Chevron Publishing Group 4,000 Advertising - Reserve initiatives
Colin Craig 272 Advertising - Reserve initiatives
Davies Brothers Ltd 590 Advertising - Defence Reserve Support Council
Fairfax Community Newspaper 2,830 Advertising - Reserve initiatives
Flight Publishing Pty Ltd 1,818 Advertising - Defence Reserve Support Council
Golden West Network Pty Ltd 500 Advertising - Defence Reserve Support Council
HMA Blaze Pty Ltd 9,602 Advertising - Cadets enhancement program
Image 7 Group Pty Ltd 10,000 Advertising - Defence Reserve Support Council
Jaymac Promotional Advertising Pty Ltd 6,581 Advertising - Defence Reserve Support Council
Jaymac Promotional Advertising Pty Ltd 2,501 Advertising - Reserve initiatives
John Brown Photography 300 Advertising - Reserve initiatives
Melbourne Gang Show 681 Advertising - Reserve initiatives
Mintu Wanta Club 500 Advertising - Defence Reserve Support Council
Multicultural Services Centre of WA 250 Advertising - Defence Reserve Support Council
Nationwide Facilities Management 1,533 Advertising - Reserve initiatives
Norforce News 1,363 Advertising - Defence Reserve Support Council
Northern Defence Magazine 4,363 Advertising - Reserve initiatives
Northern Defence Magazine 2,863 Advertising - Defence Reserve Support Council
Public Information Services 700 Advertising - Reserve initiatives
Rockhampton Careers Expo 2001- Central Qld University 72 Advertising - Defence Reserve Support Council
Showcase Publications 2,000 Advertising - Reserve initiatives
Starcom Worldwide (Australia) Pty Ltd 20,138 Advertising - Office of Head Reserve Policy
Starcom Worldwide (Australia) Pty Ltd 25,072 Advertising - Reserve Forces Day 2003
Starcom Worldwide (Australia) Pty Ltd 52,654 Advertising - Reserve initiatives
Starcom Worldwide (Australia) Pty Ltd 17,103 Advertising - Defence Reserve Support Council
Starcom Worldwide (Australia) Pty Ltd 5,487 Advertising - Cadets enhancement program
Victorian Automobile Chamber of Commerce 1,904 Advertising - Reserve initiatives
Win Television Qld Pty Ltd 4,021 Advertising - Defence Reserve Support Council
Chief Finance Officer
Media Advertising Organisations
HMA Blaze Pty Ltd 4,954 Standing offer for the provision of assistance in conducting commercial support activities
Defence Science and Technology Organisation
Direct Mail Organisations
University of Melbourne 1,762 Graduate recruitment advertising to final year chemistry students
Media Advertising Organisations
Australian Defence Business Review 8,182 Advertising to promote technology expertise
Good Guides Group 7,750 Graduate recruitment program advertising
HMA Blaze Pty Ltd 20,204 Recruitment - civilian
Starcom Worldwide (Australia) Pty Ltd 225,243 Recruitment advertising - civilian
Starcom Worldwide (Australia) Pty Ltd 14,767 Advertising to promote technology expertise
Yaffa Publishing Group 9,580 Advertising to promote technology expertise
Defence Personnel Executive
Advertising Agencies
Emitch Pty Ltd 49,137 Recruitment advertising production - Internet employment sites
Future Train 47,010 Recruitment advertising production - Army Reserves
Future Train 16,732 Recruitment advertising production - local area advertising guide
Inkspott Production 1,670 Marketing Defence Equity Organisation promotional material
Inkspott Production 32,314 Promotional material for Graduate Development Program
National Capital Printers 1,688 Defence Community Organisation brochures
Northern Defence Magazine 2,182 Advertising Defence equity advice lines
Photographics International 9,060 Recruitment advertising production - RAAF officer entry
Piction Press 6,890 Maximising leadership brochures
Skyline Displays Australia Pty Ltd 2,140 Promotional display
Skyline Displays Australia Pty Ltd 2,999 Promotional material for e-learning
Sounds Goodwin 3,600 Recruitment advertising production - Navy general entry
Starcom Worldwide (Australia) Pty Ltd 33,029 Recruitment advertising - Graduate Development Program
The Good Guides Group 7,750 Advertising the Graduate Development Program
Unimail Pty Ltd 4,500 Advertising the Graduate Development Program
Young & Rubicam Mattingly 3,121,512 Advertising agent retainer creative advertising agency services
Young & Rubicam Mattingly 21,979 Recruitment advertising production - Navy officer entry
Young & Rubicam Mattingly 380,216 Recruitment advertising production - Army general entry
Young & Rubicam Mattingly 3,150 Recruitment advertising production - RAAF officer entry
Young & Rubicam Mattingly 25,921 Recruitment advertising production - RAAF general entry
Young & Rubicam Mattingly 139,556 Recruitment advertising production - ADFA
Young & Rubicam Mattingly 4,057 Recruitment advertising production - ADF aircrew
Young & Rubicam Mattingly 3,835 Recruitment advertising production - education features
Young & Rubicam Mattingly 337,574 Recruitment advertising production - direct entry officer/undergraduate entry
Young & Rubicam Mattingly 6,408 Production - regional advertising - national
Young & Rubicam Mattingly 3,480 Production - regional advertising - rural
Young & Rubicam Mattingly 5,644 Recruitment advertising production - new opportunities (all Tri-Service general entry)
Young & Rubicam Mattingly 56,414 Recruitment advertising production - ADF technical trades general entry
Market Research Organisation
Emitch Pty Ltd(1) 11,550 Usage of ADF Recruiting's Internet site
Horizon Research K&GM Pty Ltd(1) 389,938 Recruitment strategies and production plans
Mitchell & Partners Australia Pty Ltd 6,000 Proposal for recruitment opportunities at V8 Supercar events
Worthington Di Marzio(1) 107,857 Evaluate effectiveness of ADF recruiting communications strategy
Young & Rubicam Mattingly(1) 19,025 To aid development of recruiting strategies to ADFA
Media Advertising Organisation
Australian Medical Students Association Convention 2002 Inc 3,500 Recruitment advertising - direct entry officer/undergraduate entry
Armed Forces Federation of Australia 1,985 Recruitment advertising - direct entry officer/undergraduate entry
Australian Purchasing Resource Service 2,255 Recruitment advertising - Army Reserves
Australian Flag Company 6,338 Promotional material for Defence Community Organisation
Executive Media Pty Ltd 6,000 Advertising - ADF health promotion program
HMA Blaze Pty Ltd 61,922 Recruitment advertising - civilian
HMA Blaze Pty Ltd 38,619 Recruitment advertising - contract health professionals
HMA Blaze Pty Ltd 1,613 Advertising - request for tender
HMA Blaze Pty Ltd 5,232 Recruitment - ADF regional advertising - Brisbane
HMA Blaze Pty Ltd 75,734 Recruitment - ADF regional advertising - Sydney
HMA Blaze Pty Ltd 34,880 Recruitment - ADF regional advertising - Melbourne
HMA Blaze Pty Ltd 11,332 Recruitment - ADF regional advertising - Adelaide
HMA Blaze Pty Ltd 26,299 Recruitment - ADF regional advertising - Perth
Inprint Pty Ltd 4,548 Promotional material for Defence Community Organisation
Media Liaison Group Pty Ltd 6,327 Recruitment advertising - Army Reserves
Mitchell & Partners Australia Pty Ltd 57,000 Recruitment advertising - Navy officer entry
Mitchell & Partners Australia Pty Ltd 204,401 Recruitment advertising - Navy general entry
Mitchell & Partners Australia Pty Ltd 8,078 Recruitment advertising - Navy Reserve
Mitchell & Partners Australia Pty Ltd 81,381 Recruitment advertising - Army officer entry
Mitchell & Partners Australia Pty Ltd 750,681 Recruitment advertising - Army general entry
Mitchell & Partners Australia Pty Ltd 1,214,836 Recruitment advertising - Army Reserve
Mitchell & Partners Australia Pty Ltd 701,718 Recruitment advertising - RAAF officer entry
Mitchell & Partners Australia Pty Ltd 182,109 Recruitment advertising - RAAF general entry
Mitchell & Partners Australia Pty Ltd 23,823 Recruitment advertising - RAAF Ground Defence Reserve group
Mitchell & Partners Australia Pty Ltd 152,833 Recruitment advertising - ADFA
Mitchell & Partners Australia Pty Ltd 822,868 Recruitment advertising - ADF aircrew
Mitchell & Partners Australia Pty Ltd 87,100 Recruitment advertising - ADF - education features
Mitchell & Partners Australia Pty Ltd 678,806 Recruitment advertising - direct entry officer/undergraduate entry
Mitchell & Partners Australia Pty Ltd 1,498,503 Media sponsorships
Mitchell & Partners Australia Pty Ltd 392,118 Recruitment - ADF regional advertising - National
Mitchell & Partners Australia Pty Ltd 107,682 Recruitment - ADF regional advertising - rural
Mitchell & Partners Australia Pty Ltd 260,000 Recruitment advertising - Internet employment sites
Mitchell & Partners Australia Pty Ltd 11,895 Recruitment advertising - ADF technical trades general entry
National Promotions Australia 1,650 Promotional material for Defence Community Organisation
Nationwide News 1,930 Recruitment advertising - contract health professionals
Northern Territory News 2,381 Recruitment advertising - contract health professionals
Showcase Publications 5,950 Recruitment advertising - Navy general entry
Starcom Worldwide (Australia) Pty Ltd 59,428 Recruitment - ADF regional advertising - Brisbane
Starcom Worldwide (Australia) Pty Ltd 102,938 Recruitment - ADF regional advertising - Sydney
Starcom Worldwide (Australia) Pty Ltd 128,485 Recruitment - ADF regional advertising - Melbourne
Starcom Worldwide (Australia) Pty Ltd 49,038 Recruitment - ADF regional advertising - Adelaide
Starcom Worldwide (Australia) Pty Ltd 71,618 Recruitment - ADF regional advertising - Perth
Starcom Worldwide (Australia) Pty Ltd 2,008 Advertising - request for tender
Starcom Worldwide (Australia) Pty Ltd 202,913 Recruitment advertising - contract health professionals
Starcom Worldwide (Australia) Pty Ltd 1,889 Request for tender for the provision of an e-Learning solution for Defence
Starcom Worldwide (Australia) Pty Ltd 61,721 Recruitment advertising - civilian
Student Services Australia Pty Ltd 70,929 Recruitment advertising - Direct entry officer/undergraduate entry
The Australian 3,703 Recruitment advertising - civilian
The Border Mail 2,048 Recruitment advertising - contract health professionals
The Bulletin 2,500 Advertising - Centre for Defence and Strategic Studies conference
Trendsetting 1,527 Promotional material for Defence Community Organisation
Universal McCann 427,726 Recruitment advertising - Navy officer entry
Universal McCann 341,279 Recruitment advertising - Navy general entry
Universal McCann 3,343 Recruitment advertising - Army officer entry
Universal McCann 959,763 Recruitment advertising - Army general entry
Universal McCann 412,365 Recruitment advertising - Army Reserves
Universal McCann 474,496 Recruitment advertising - RAAF officer entry
Universal McCann 31,630 Recruitment advertising - RAAF general entry
Universal McCann 58,688 Recruitment advertising - RAAF Ground Defence Reserve group
Universal McCann 955,769 Recruitment advertising - ADFA
Universal McCann 1,608,097 Recruitment advertising - ADF aircrew
Universal McCann 100,947 Recruitment advertising - ADF - education features
Universal McCann 1,558,163 Recruitment advertising - direct entry officer/undergraduate entry
Universal McCann 7,956 Recruitment - ADF regional advertising - National Tri-Service general entry
Universal McCann 205,990 Recruitment - ADF regional advertising - National
Universal McCann 63,631 Recruitment - ADF regional advertising - rural
Universal McCann 65,503 Recruitment advertising - Internet employment sites
Universal McCann 1,274,558 Recruitment advertising - ADF technical trades general entry
Viewpoint Armed Forces Federation 1,985 Recruitment advertising - direct entry officer/undergraduate entry
Polling Organisation
ECA International Pty Ltd 56,004 Global online membership and the purchase of statistical data on living conditions/costs around the world
Public Affairs and Corporate Communication
Advertising Agencies
Young & Rubicam Mattingly 2,250 Graphics design for exhibition display units
Market Research Organisations
Mediascape Analytical & Research 116,237 Media tracking and analytical services
New Focus Pty Ltd(1) 20,522 'Below the line' recruitment communication study
Worthington Di Marzio 230,901 Community attitude research
Media Advertising Organisations
HMA Blaze Pty Ltd 1,101 Advertising for freedom of entry - HMAS Hawkesbury
HMA Blaze Pty Ltd 2,831 Advertising for HMAS Watson Open Day
HMA Blaze Pty Ltd 8,299 Advertising for Navy - Canberra Day and ship's visit to SA
HMA Blaze Pty Ltd 5,201 Armidale asbestos exposure public notice
Riverina Media Group 1,823 Advertising for RAAF Wagga Open Day
Starcom Worldwide (Australia) Pty Ltd 24,237 Advertising for NSW regional events
Starcom Worldwide (Australia) Pty Ltd 1,833 Advertising for SA regional events
Starcom Worldwide (Australia) Pty Ltd 7,764 Advertising for Vic/Tas regional events
Defence Materiel Organisation
Advertising Agencies
Canprint Communicate Pty Ltd 11,591 Printing of Public Service Gazettes
Hawkesbury Gazette and Courier 3,392 Recruiting advertisement - civilian
The Good Guides Group 7,750 Material for the graduate scheme
Market Research Organisations
In-site 1,881 Marketing display
Media Advertising Organisations
HMA Blaze Pty Ltd 66,817 Recruitment and tender advertising - NSW
HMA Blaze Pty Ltd 64,500 Recruitment and tender advertising - ACT
Spherion Group Ltd 1,195 Recruitment advertising - civilian
Spherion recruitment 17,698 Recruitment advertising - civilian
Starcom Worldwide Australia Pty Ltd 6,772 Recruitment and tender advertising - SA
Starcom Worldwide Australia Pty Ltd 304,707 Recruitment and tender advertising - NSW
Starcom Worldwide Australia Pty Ltd 76,350 Recruitment and tender advertising - ACT
Starcom Worldwide Australia Pty Ltd 23,576 Recruitment and tender advertising - WA
Starcom Worldwide Australia Pty Ltd 32,959 Recruitment and tender advertising - Vic
Starcom Worldwide Australia Pty Ltd 16,995 Recruitment and tender advertising - Qld
Kellogg Brown & Root Pty Ltd 9,003 Recruitment advertising - civilian
Corporate Services and Infrastructure
Advertising Agencies
Adcorp Australia (Victoria) Ltd 59,746 Marketing sale of Defence property
Adcorp Australia Ltd 129,763 Marketing sale of Defence property
Byvan Pty Ltd 23,636 Marketing sale of Defence property
CB Richard Ellis 294,532 Marketing sale of Defence property
Chesterton International 36,357 Marketing sale of Defence property
Colliers Jardine (New South Wales) Pty Ltd 208,145 Marketing sale of Defence property
Degotardi Smith & Partners 2,200 Marketing sale of Defence property
FPD Savills 179,203 Marketing sale of Defence property
HMA Blaze Pty Ltd 1,660 Public notice for live firing
HMA Blaze Pty Ltd 114,279 Recruitment advertising - civilian
Jones Lang Lasalle 89,972 Marketing sale of Defence property
Kliger Wood 32,311 Marketing sale of Defence property
Knight Frank (New South Wales) Pty Ltd 72,129 Marketing sale of Defence property
LJ Hooker 64,642 Marketing sale of Defence property
Merit Protection & Review Agency 246,435 Recruitment advertising - civilian
Real Serve 5,000 Marketing sale of Defence property
Roberts Ltd 5,601 Marketing sale of Defence property
Samuel & Co 7,201 Marketing sale of Defence property
Seek Communications Ltd 1,620 Recruitment advertising - civilian
Starcom Worldwide (Australia) Pty Ltd 16,688 Recruitment advertising - graduate
Starcom Worldwide (Australia) Pty Ltd 2,440 Newspaper notice for live firing
Starcom Worldwide (Australia) Pty Ltd 755,840 Recruitment advertising - civilian
Starcom Worldwide (Australia) Pty Ltd 1,658 Tender advertisement
Starcom Worldwide (Australia) Pty Ltd 7,913 Tender property services-task tracking information management production system
Starcom Worldwide (Australia) Pty Ltd 6,797 Tender supply and printing business cards
Starcom Worldwide (Australia) Pty Ltd 32,510 Marketing sale of Defence property
Whelans Land Information 5,500 Marketing sale of Defence property
Zoo Instinctively Creative 7,163 Marketing strategy 'Buy Right' campaign
Note
  1. These items are also reported in Table 4.9 under External Consultants.