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B-114874 1 (1974-06-25)

handle is hein.gao/gaobaafbw0001 and id is 1 raw text is: COMPTROLLER GENERAL OF THE UNITED STATES 01 WASHINGTON, D.C. 20545 B-114874 JUN 2 5 1974 The Honorable Alan Cranston United States Senate Dear Senator Cranston: Your letter of November 15, 1973, requested that we investigate several areas of the operations of the United States Postal Service. It was agreed that separate reports would be issued as our work on the various matters was completed. This report deals with the need for the Service's $3. 8 million advertising campaign explaining its serv- ices. By agreement with your office, our work was limited to obtaining information on the program, the Service's plans for evaluating its ef- fectiveness, and our observations on the program. DESCRIPTION OF THE PROGRAM On October 23, 1973, the Service launched a nationwide advertis- ing program to answer questions of major public interest about postal services and to provide information to postal customers on how to use postal products and services to their best advantage. The campaign, according to Service officials, was not intended to raise revenues. The program provides for running advertisements in all daily newspapers printed in the 323 cities that have Postal Service Sectional Center Facilities- -a mechanized mail-handling facility for processing incoming and outgoing mail for peripheral local post offices in a desig- nated service area. In cities having newspapers with a daily circu- lation of 100, 000 or more copies, the plan is to run 12 insertions in each such paper during fiscal year 1974. In cities having newspapers with smaller circulations, the plan is to run six insertions. Needham, Harper & Steers Advertising, Inc., is providing the advertising sermices. An existing contract with that firm was modi- fied by increasing the funding by $3, 835, 000 for the cost of the pro- gram. Media costs are expected to account for $3, 435, 000 of the total program expense. The advertising campaign was prompted by the results of a study conducted for the Service by Burke Marketing Research, Inc., and complaints received about service from postal users. As part of the Burke study, respondents were asked about the job being performed by both the Service and, as a comparison, the telephone company in pro- viding general information to the public about the use of their services BEST O~U~~i Ai

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