I'll just add that one thing to consider, to try to answer your question, is that advertising is always different, so with government advertising each department is doing something slightly different. Then if we go back to the point I made earlier about how consumers are busy, they're running around, they're using cognitive shortcuts, they're having to spend more energy trying to digest that advertising. As a result, I would suggest that an awful lot of government advertising gets back to that old expression, which is we know that we're wasting a lot of money on advertising, but we just don't know where we're wasting it.
The comment I would have is that if you think about the economic action plan advertising campaign that was undertaken by the previous government, from a marketing perspective it was absolutely brilliant, because it connected everything the government was doing, and it could be on anything, and all everybody heard was, “economic action plan”. I think there's a real incentive for government—again, it doesn't matter what party stripe it happens to be—to use the limited amount of money that they have on advertising to repeat common, consistent messaging. Otherwise I would suggest to you that an awful lot of advertising is actually quite ineffective.
I'd almost beg for people to be able to show me statistics that say this has had a major impact on their decision-making behaviour. In fact, some of the public opinion research suggests that even the economic action plan advertising wasn't really all that effective in changing behaviour.