Canadian Heritage committee  You may wish to call large departments that have multimedia campaigns to see how they monitor that and the results they are tracking on.

Canadian Heritage committee  It's really important to understand, as I think I stated at the beginning, that it's very rare that you would have an advertising campaign that rides alone. It's usually part of a broader communication strategy that includes a whole host of other mechanisms, so just looking at the advertising by itself would be unfortunate because there are usually additional mechanisms that are used such as public relations and so on, to make sure that there is coverage in all the areas.

Canadian Heritage committee  I can't answer that one specifically because they're not my ad campaigns, and I'm not privy to the campaign results in a fulsome way. I see bits and pieces, but that's all, so you may wish—

Canadian Heritage committee  There are results.

Canadian Heritage committee  It's highly measurable.

Canadian Heritage committee  You are asking why we are turning to new media and the Internet for advertising. I have prepared for that question. As we explained earlier, the objective of an advertising campaign is to reach the target audience, while taking into account other considerations, such as budgets.

Canadian Heritage committee  Exactly. It leads to a certain behaviour, on the one hand. On the other hand, it is possible to get a multiplier effect in the sense that most of those platforms invite people to share information. With all due respect, it is rare for someone to take a newspaper, cut out an advertisement, make photocopies and distribute them to a number of people.

Canadian Heritage committee  I don't know. That's not my area of expertise.

Canadian Heritage committee  I can confirm to you that Facebook, Google, and Twitter are invoiced in Canadian dollars but these companies do not collect tax on behalf of the Canadian government.

Canadian Heritage committee  We're not going to have more advertising. Advertising programs haven't really got going yet. The advertising plan, like the strategic plan, was approved but before advertising dollars get under way it's the subject of a Treasury Board submission. That's going to happen later this year.

Canadian Heritage committee  I don't have the exact number for the census, but if you want that broken down, I can get it.

Canadian Heritage committee  Yes, I can absolutely send that.

Canadian Heritage committee  It's important to recognize that advertising isn't the only means the Government of Canada uses to communicate with Canadians. It is just one of many ways. Significant investments are made in websites. Every department has its own website. The Canada.ca site is now available. All kinds of communication methods are used.

Canadian Heritage committee  Very recently, we reviewed that component. We made sure that Internet-based communications reached every province and territory in the country equally. Our analysis took into account the breakdown of the population as per the 2011 Census of Population. I can assure you that all online advertising communications by the Government of Canada target francophone and anglophone populations in accordance with the population breakdown established by the census.

Canadian Heritage committee  Yes, absolutely. Under all communication contracts for advertising, ad agencies are required to adhere to the Government of Canada's Policy on Communications and Federal Identity. Agencies have a list of legislation and policies that they must comply with in making their recommendations.