Evaluation of the Tax Relief Measures Ad Campaign

Prepared for the:
Public Affairs Branch
Canada Revenue Agency
FINAL REPORT
March 2008
POR# 427-07
Contract #46558-099809

Prepared by:
Corporate Research Associates Inc.

Le rapport complet en français sera fourni sur demande.

To request a full copy of this report, please contact Library and Archives Canada at:
613-996-5115 or 1-866-578-7777 or www.collectionscanada.ca

Media Enquiries:
Media Relations
Canada Revenue Agency
4th Floor 555 MacKenzie Avenue
Ottawa ON K1A 0L5
media.relations@cra-arc.gc.ca

Executive Summary

The Evaluation of the Tax Relief Measures Ad Campaign Study sought to measure the effectiveness of a recent advertising campaign. The campaign intended to remind Canadians of the tax relief measures introduced by the Government of Canada in 2006 and 2007, and to increase the number of Canadians who file an income tax return, and who do so electronically.

Results indicate that roughly one in three Canadian adults recalled the tax relief measures advertisements, unaided. This is a relatively high level of recall. Some Canadians mistakenly recalled seeing the advertising on television, when in fact the ads occurred in print, on radio and on the Internet. In total, 27 percent of Canadians recalled specifics of the advertisements such as a reduction in the GST, pension income splitting, the Children's Fitness Amount, or general statements regarding tax relief and/or benefits.

Aided awareness (given a short description of the radio, print, and Internet advertisements) of the tax relief ads was much higher, as would be expected. Overall, more than four in ten Canadians recalled seeing one or more tax relief ads presented through the various media channels. Print ads achieved the highest level of awareness (26%), radio ads had a recall rate of 23%, while awareness of the Internet ads was lower at 6 percent. Awareness of print ads was higher among older Canadians (especially those 55 years of age and over). In contrast, among younger Canadians (under 55 years of age), radio ads generated the highest level of awareness. Regardless of the media type, the Government of Canada was most likely to be perceived as the producer of the ads.

Importantly, the ad campaign appears to have had an impact on changing behaviours. Among Canadians who saw or heard at least one tax relief ad, 16 percent report doing something as a result of the ad. After taking into account the level of ad awareness, this translates into approximately 7 percent of all Canadians. The most common behavioural changes noted include keeping/ organizing receipts, and discussing the topics with others. Print ads in particular were also likely to generate considerations of income splitting, while Internet ads were more likely to encourage investigation into tax savings for sports or physical activity. It is also worth noting that, in terms of leading to action, print ads were by far the most effective among those aged 35 and higher, while radio ads had the greatest effectiveness among those under the age of 35.

In terms of delivering information to the public, the Federal Government received mixed results. Most Canadians rate the Government's performance in the mid-range of the scale, with few believing the Government's performance is "excellent" or "terrible." With respect to providing information to Canadians about government services and tax-related information, ratings are again moderate, with a greater percentage leaning to the unfavourable side of the scale. Although most Canadians agree that the Government of Canada is respectful in its delivery of services and information, opinions regarding the Government's reliability, ease of contact, and level of innovation are moderate.

The majority of respondents have never attempted to file their taxes online themselves, with approximately four in ten indicating they either have filed a return online (30%), or have tried to file a return online (7%), at some point in the past. Of importance, those who have filed or tried to file a tax return online offer very positive opinions with respect to the ease of the online filing process.

Although only a minority of survey respondents have tried to file a return online themsleves, most Canadians recognize that they can go to the Canada Revenue Agency website to find out how to file online. Moreover, awareness of this fact is relatively high among all key subgroups of the population. Close to one-half of those surveyed have visited the CRA website at some point in the past. Those least likely to have visited the site include older Canadians, and those with lower education.

The vast majority of Canadian residents know they are required to file a tax return in order to be eligible for credits and benefits that apply to their situation. Those under 35 years of age are more likely than older residents to be unaware of this criterion. It is worth noting that close to four in ten citizens indicate that they were not aware of the tax relief credits and benefits available for Canadians.

Public assessment of the Canada Revenue Agency (CRA) is also somewhat mixed. CRA receives relatively positive ratings with respect to the use of advanced technology to provide services to the public. Nevertheless, Canadians are somewhat less likely to agree that CRA continuously improves its services, that the Agency is committed to informing the public about the credits/benefits to which they may be entitled, and that the Agency is responsive to the needs of the public.

Date modified:

2008-07-31