Advertising and campaign activities vary greatly in nature, can be complex and can change over time. Department of Finance’s Communications Branch can help determine the appropriate type for proposed communication activity, and explain what governance applies.
Campaign types:
- Advertising campaigns
- Information campaigns
Non-campaign types:
- Public notice advertising
- Recruitment advertising
- Tender advertising
Campaigns
A campaign is a planned series of communication activities that share common objectives, target the same audience and have specific timelines and a dedicated budget.
This type generally applies to communication initiatives that are designed to inform, educate, motivate or change behaviour.
All campaigns run by non-corporate Commonwealth entities must comply with the Guidelines on Information and Advertising Campaigns.
Agencies should seek early advice from the Communications Branch if they are unsure whether a proposed communication activity is regarded as campaign advertising.
Advertising campaigns
An advertising campaign involves paid media placement and is designed to inform, educate, motivate or change behaviour.
Large-scale recruitment advertising not related to specific job vacancies and with a degree of creative content (e.g. Defence Force Recruiting) may be considered an advertising campaign.
Information campaigns
Information campaigns typically involve a mix of public relations or below the line activities, but do not include a paid advertising component.
Routine, regular information activities (for example, large scale mailouts or emails to recipients of a service, program or entitlement, which are required by law or to address an operational requirement) are not considered an advertising or information campaign.
Non-campaign advertising
Non-campaign advertising is simple, informative advertising that generally appears only once or twice, contains factual statements and typically has simple creative content.
Non-campaign advertising includes, but is not limited to:
- recruitment for specific job vacancies
- auction and tender notices
- invitations to make submissions or apply for grants
- notification of date and/or location specific information (for example, notification of a public meeting at a particular time and place)
- other public notices.
Types of non-campaign advertising
Broadly, there are three subtypes of non-campaign advertising activity.
- Public notice advertising
- Recruitment advertising
- Tender advertising
Public Notice
Public Notice advertising is generally one-off or short term in nature, and contains a clear, simple message or announcement. Examples of Public Notice advertisements include:
- public transport notices/road closures;
- changes to Government services;
- availability of Government funds, grants and awards programs;
- details about community consultations, public hearings, seminars and other Government events;
- statutory/regulatory notices: Agencies/Departments required by legislation or regulation to publicly disclose some information; and
- urgent public health or safety announcements.
Recruitment
Recruitment advertising is for a specific or general job vacancy or employment opportunity, and can be for one or more positions advertised at the same level, generally identical in nature.
Tender Notices
Tender Notice advertising is for the promotion of open approaches to market and may include:
- requests for tenders
- requests for quote
- requests for information
- request for proposal
- request for expressions of interest; or
- any other Australian Government procurement opportunities described in the Commonwealth Procurement Rules.
The Commonwealth Procurement Rules require that non-corporate entities publish open tenders on AusTender.
Complex non-campaign advertising
When non-campaign advertising includes a series of advertising placements to support an ongoing program or initiative, it may be considered ‘complex’. Complex non-campaign advertising may include:
- Complex public notice advertising, such as promotion of a series of consultation meetings or notification of polling places for an upcoming election
- Complex recruitment advertising such as graduate recruitment or specialist recruitment for the Australian Electoral Commission
Agencies should seek advice from the Communications Branch if they are unsure whether a proposed communication activity is regarded as complex non-campaign advertising.
Understanding ‘paid placement’
For the purpose of these types, ‘paid placement’ is communication material that is placed in an environment or in front of an audience for a fee.
It includes forms of advertising such as video advertisements on broadcast television and on-demand platforms, digital advertisements on websites and social media channels, pre-recorded audio advertisements on radio or podcasts, print advertisements appearing in newspapers or magazines, video advertisements appearing on cinema screens, and outdoor advertising on buses or digital and static billboards.
Paid placement also refers to forms of advertising, such as paid media partnerships, advertorial and paid content collaborations.
Paid placement can also be referred to as ‘paid media placement’ ‘advertising placement,’ ‘advertising’ or ‘paid advertising.’
