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

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 thi

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 adver

Canadian Heritage committee  There are results.

Canadian Heritage committee  It's highly measurable.

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 th

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