Research and analysis

Scottish Rate of Income Tax Campaign Evaluation

Research to measure the effectiveness of the 2016 Scottish Rate of Income Tax advertising campaign.

From:
HM Revenue & Customs
Published
29 September 2017

Documents

Scottish Rate of Income Tax Campaign 2016 - Evaluation

Ref: HMRC Research Report 468

PDF, 278 KB, 9 pages

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Details

The aim of the research was to measure the effectiveness of the 2016 Scottish rate of income tax advertising campaign, by evaluating:

  • awareness of the campaign
  • comprehension of the key messages
  • call to action - whether customers have understood that they need to update their main address or don’t need to take action
Published 29 September 2017