Harper government’s telecom ads raised ire but lacked policy: focus groups

The Harper government spent millions of dollars last fall on wireless competition ads that left consumers wondering what the Conservatives intended to do about the issue. Focus group testing on the federal ad campaign found that it generally raised awareness about high cellphone bills but failed to communicate what tangible actions the government was considering. […]

The Harper government spent millions of dollars last fall on wireless competition ads that left consumers wondering what the Conservatives intended to do about the issue.

Focus group testing on the federal ad campaign found that it generally raised awareness about high cellphone bills but failed to communicate what tangible actions the government was considering.

The $9-million radio, newspaper and television campaign raised the ire of the heavily regulated telecommunications industry, which called the ads an unprecedented government attack on a major industrial sector.

Under federal advertising rules, the government must test ads with focus groups and documents show the fall TV campaign appeared to raise blood pressure without suggesting solutions.

The report says the TV ad left viewers guessing as to what specific actions the government intends to take.

A wireless spectrum auction last month raised a record $5.27 billion for federal coffers but failed to immediately entice a fourth major player into the Canadian market – and this week, the Big Three telecommunications giants raised their prices in lockstep.

Media Articles

As Prime Minister, Kellie Leitch would scrap CBC

Tory leadership hopefuls are outlining their views on national broadcaster's future

‘Your Morning’ embarks on first travel partnership

Sponsored giveaway supported by social posts directed at female-skewing audience

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Netflix debates contributions with Canadian Heritage

Netflix remains wary of regulation as some tout 'Anne' and 'Alias Grace' partnerships

Canadians warm up to social commerce

PayPal and Ipsos research shows "Shop Now" buttons are gaining traction

Online ad exchange AppNexus cuts off Breitbart

Popular online ad exchange bans site for violating hate speech policy

Robert Jenkyn is back at Media Experts

Former Microsoft and Globe and Mail exec returns to the agency world

2016 Media Innovation Awards: The complete winners list

All the winning agencies from media's biggest night out!

A CEO’s tips for using DIY video in consumer marketing (Column)

Vidyard's Michael Litt argues against outdated 'text tunnel vision'