Communication from the Commission to the Council - Action programme to promote milk consumption in the Community and expand the markets for milk and milk products: 1998/99 milk year
Date: 1998-11-05
Institutions: European Commission
Subjects: advertising, consumption, milk, milk product, sales promotion

C  357/2

EN

Official  Journal  of  the  European  Communities

21.11.98

COMMUNICATION  FROM  THE  COMMISSION  TO  THE  COUNCIL

Action  programme  to  promote  milk  consumption  in  the  Community  and  expand  the  markets
for  milk  and  milk  products:  1998/1999  milk  year

(98/C  357/02)

I.(cid:217)SUBJECT

(a)(cid:217)Article  1(2)  of  Council  Regulation 

(EEC)  No
2073/92(cid:216)(˛)  lists  in  full  the  measures  that  may  be
adopted  by  the  Commission  in  order  to  promote
milk  consumption  in  the  Community  and  expand  the
markets  for  milk  and  milk  products.

(b) Article  2  of  the  Regulation  requires  the  Commission
to  notify  the  Council  before  1  April  of  the  action
programme  it  plans  for  the  forthcoming  marketing
year.

(c) Article  2  of  Commission  Regulation 

(EC)  No
3582/93(cid:216)(ˇ)  requires  the  programme  to  specify  a
choice  of  one  or  more  of  the  measures  listed  in
Regulation  (EEC)  No  2703/92,  indicate  the  subjects
to  be  covered  by  the  action  under  these  measures,
give  a  breakdown  of  the  amount  available  for
financing  action  under  the  measures  and  set  a
timetable  for  the  procedures  for  consideration  and
selection  of  the  applications  for  financing.

(d) This  communication  is  in  five  parts:

-(cid:217)summary  of  the  results  of  previous  campaigns,

-(cid:217)strategy  for  the  1998/1999  marketing  year,

-(cid:217)presentation  of  proposals,

-(cid:217)procedure 

for 

processing 

and 

selecting

applications,

-(cid:217)monitoring.

II.(cid:217)SUMMARY  OF  THE  RESULTS  OF  THE  1995/1996
CAMPAIGN

The 
latest  reports  available  relate  to  the  1995/1996
campaign.  The  1996/1997  campaign  began  in  June  1997.
The  final  reports  will  be  submitted  to  the  Commission  in
September/October  1998.  However,  some  assessments
the  1996/1997  campaign
are  already  available 
(Germany,  Greece,  Spain,  Portugal, 
the  United
Kingdom  and  Austria).

for 

(˛)(cid:217)OJ  L  215,  30.7.1992,  p.  67.
(ˇ)(cid:217)OJ  L  326,  28.12.1993,  p.  23.

In  1996/1997,  most  of  the  countries  taking  part  in  the
campaign  to  promote  milk  products  used  the  traditional
media,  press  and  television.  The  proportion  of  resources
allocated  to  the  traditional  media  was  smaller  than
during  the  previous  campaign,  but  the  use  of  television
was  greater  (this  medium  provides  the  most  complete
coverage  of  the  target  population).  However,  there  was
less  interest  in  the  use  of  press  and  radio,  and  an  appre(cid:220)
ciable  surge  of  interest  in  the  use  of  new  methods  of
communication  (multimedia  and  Internet),  and  in  the  use
of  various  sporting  activities  as  a  support  for  communi(cid:220)
cation  and  a  means  of  unstructured  consumption.  This
approach  reinforces  the  change  in  the  image  of  milk
(young,  healthy,  dynamic)  and 
eating  habits
(consumption  outside  the  family  context).

in 

in 

seven  countries
Sporting  events  were  organised 
(Belgium,  France,  Denmark,  Germany,  Portugal,  the
United  Kingdom  and 
the  Netherlands).  Assessment
suggest  that  this  is  an  excellent  way  of  drawing  milk  to
the  attention  of  young  people.  These  events  place  the
product  in  a  sporting  context  attractive  to  young  people
and  send  a  positive  message  about  the  benefits  of  milk.
This  approach  led  to  several  thousand  sporting  events
being  organised,  with  a  considerable  impact  on  press  and
television,  and  dozens  of  articles  or  reports  on  the  new
image  and  new  consumption  patterns  for  milk  products.

take  advantage  of 

By  way  of  example,  in  France,  the  campaign  involved
financing  sporting  activities  (sailing)  and  the  concept  of
"dairy  products(cid:216)=(cid:216)pure  sensation’.  This  campaign  is  the
continuation  of  the  five(cid:220)year  partnership  between  the
French  Sailing  Federation  and  the  milk  products  sector
to 
to
encourage  consumption  outside  the  home,  in  a  sporting
environment,  thus  creating  an  association  in  the  minds  of
young  people  between  dairy  products  and  sailing.  The
measures  have  reached  over  800(cid:216)000  young  people
(registered  members)  through  4(cid:216)000  sailing  schools,  and
involved  over  100(cid:216)000  tasting  sessions.

the  success  of  measures 

In  Germany  the  campaign  involved  the  dissemination  of
information  on  the  nutritional  qualities  of  milk  through  a
cartoon  character,  Millimax,  and  popular 
sporting
activities  providing  entertainment  and  tastings  at  each
stage  of  the  journey.  Studies  have  shown  that  the  media

21.11.98

EN

Official  Journal  of  the  European  Communities

C  357/3

coverage  (press  and  television)  of  this  campaign  led  to
considerably  better  results  in  terms  of  image  recognition
by  the  target  group  (young  people  up  to  25,  i.e.  8,5
million  people)  than  the  advertising  campaigns  of  many
trade(cid:220)marked  products  with  similar  features  (young,
natural,  wholesome  and  dynamic).  The  only  product  to
score  better  results  was  a  very  well(cid:220)known  spread
(Nutella)  whose  campaign  has  been  going  on  for  the  past
20  years.  In  quantitative  terms,  families  with  children
under  18  have 
increased  their  consumption  of  milk
products  by  4  litres  per  head,  from  191  litres  per  head  in
1995  to  195  litres  in  1996.

Spain,  Germany,  the  United  Kingdom,  the  Netherlands
campaigns.  These
and  Denmark 
campaigns 
activities,
sporting 
educational  measures  and  public  relations.

integrated 
advertising, 

ran 
involved 

on  BBC  television).  The  authorities  in  many  countries
have  used  the  campaign  as  an  example  of  how  to  combat
drunkenness  and  reduce  the  number  of  Saturday  night
road  accidents  following  an  evening’s  dancing.  The
assessment  study  following  the  campaign  recorded  an
increase 
in  consumption  of  between  1(cid:216)%  and  3(cid:216)%,
depending  on  the  product,  which  is  certainly  attributable
to  some  extent  to  the  promotion  campaign.

In  some  countries  (France  and  Denmark)  the  campaigns
are  run  in  tandem  with  national  campaigns  financed  by
the  Member  State  and  geared  mainly  to  nutritional
information  and  education,  which  meant  that  certain
specific  forms  of  promotion  (sporting  activities)  could  be
given  prominence 
in  the  campaigns  financed  by  the
Community.

in  Spain 

information,  discussions 

the  organisation  of
By  way  of  example, 
Barcelona  Milk  and  Health  Week  (a  whole  week  of
exhibitions, 
tastings)
reached  5(cid:216)100(cid:216)000  people  (distribution  of  brochures  and
of  teaching  kits  to  schools  and  universities),  and  over
television
indirectly 
28(cid:216)000(cid:216)000 
(commercials).  The  event  was  attended  by  60(cid:216)000  people.

through 

people 

and 

also 

present 

programmes 

Promotion 
scientific
information  made  available  to  all  the  Member  States  by
the  CERIN  in  France.  This  database,  which  is  updated
daily,  is  a  very  valuable  tool  for  information  on  scientific
data; 
increasingly  consulted  by  health
professionals  and  scientists.

is  being 

it 

In  Denmark,  the  Community  promotion  campaign,  a
continuation  of  the  previous  media  advertising  campaign
(press,  television  and  cinema),  was  highly  successful.  The
association  between  the  campaign  slogan  ("half  a  litre  of
milk  a  day,  fit  for  a  lifetime’)  and  sporting  activities
(football  schools)  projected  an  image  of  milk  as  a  young,
sporting  drink.  Milk  consumption  increased  by  2(cid:216)%  in
relation  to  the  previous  year.  However,  this  generic
campaign  was  reinforced  by  other  major  measures  (milk
in  schools  and  at  sporting  activities)  financed  by  the
private  sector.

The  promotion  campaign  in  Ireland  and  Greece  was
based  exclusively  on  a  television  campaign  using  the
same  slogans  as  the  previous  year,  to  ensure  maximum
coverage  of  the  target  population  and  to  reinforce
collective  communication,  while  the  campaign  in  Italy
was  based  rather  on  informative  television  journalism
after 
(milk
consumption  in  discoth(cid:127)ques).

enormously 

successful 

campaign 

an 

The  campaign  foresaw  free  samples  of  milk  and  promo(cid:220)
tional  material  throughout  Italy.  The  whole  campaign
was  backed  up  by  bus  shelter  displays  and  radio
announcements.  It  was  enormously  successful  and  had
press  and  television  coverage  both  in  Italy  and  in  other
European  countries  (with  reports  in  The  European  and

III.(cid:217)STRATEGY  FOR  THE  1998/1999  CAMPAIGN

in  1998/1999  must  fit 

Action 
into  a  comprehensive
promotion  strategy  based  on  the  experience  of  previous
years.

During  1997/1998,  different  kinds  of  programmes
designed 
to  boost  consumption  of  milk  and  milk
products  and  aimed  principally  at  young  people  aged
between  15  and  25  are  being  carried  out  in  all  15
Member  States. 
(Belgium,
Luxembourg,  France,  Greece,  Ireland,  the  Netherlands,
Austria,  Finland,  Sweden  and  the  United  Kingdom),  the
programmes  are,  wholly  or  in  part,  a  continuation  and
development  of 
in
the  programmes 
1995/1996  and  1996/1997.

In  10  Member  States 

implemented 

Som  of  the  programmes  are  innovative,  either  because
they  relate  to  a  topical  event  (e.g.  the  Salon  de  l’^tudiant
europ~en  in  Belgium  or  the  Football  World  Cup  in
Denmark),  or  because  the  means  used  are  new  (e.g.  the
Internet,  new  advertising 
teaching
materials  in  Spain,  the  Internet  and  travelling  sports
events  in  Germany,  a  new  advertising  spot  in  Austria.

spots  and  new 

With  four  exceptions  (two  of  the  French  programmes,
Italian
one  of 

the  Dutch  programmes  and 

the 

C  357/4

EN

Official  Journal  of  the  European  Communities

21.11.98

programme),  the  programmes  accepted  in  1997/1998  are
primarily  targeted  at  young  people  under  25:

around  119,4  million  tonnes 
118,1  million  tonnes  in  2005.

in  2001  and  around

1.(cid:217)Television  and 

traditional  press:  Ireland,  Finland,
Sweden,  Portugal,  Spain, 
the  Netherlands,  Italy,
Belgium,  Denmark,  Austria,  France,  Greece  and
Germany.

junior 

2.(cid:217)Various  activities,  for  example  sports  (milk  days,  milk
caravan, 
championship,
competitions  and  other  activities  aimed  at  young
people):  Belgium,  France,  Germany,  the  Netherlands,
Finland,  Sweden  and  Denmark.

triathlon, 

sailing 

3.(cid:217)Integrated  campaigns  (advertising,  information,  public
relations,  sport  and/or  other  activities):  the  United
Kingdom,  Germany,  Spain,  the  Netherlands.

4.(cid:217)Programmes  aimed  mainly  at  providing  information
about  the  nutritional  qualities  of  milk:  France  (two
programmes),  the  Netherlands  (one  programme).

in  most  cases 

These  programmes,  100(cid:216)%  financed  by  the  Community,
are 
running  parallel  with  national
campaigns  financed  from  "compulsory  contributions’  that
have  replaced  the  coresponsibility  funds.  It  has  been
observed  that  the  national  campaigns  involve  measures  at
the  level  of  the  market.  In  some  Member  States  however
(Spain,  Portugal,  Italy  and  Greece)  the  compulsory
contributions  do  not  exist,  hence  the  need  to  expand
action  closer  to  the  market;  in  others,  Community  action
can  be  targeted  upstream  and  carry  an  essentially  nutri(cid:220)
tional  message.  Great  care  must,  however,  be  taken  to
ensure 
is  scientifically
justified.

the  message 

transmitted 

that 

It  will  be  easily  understood  that  whatever  its  apparent
economic  interest  a  single  pan(cid:220)European  campaign  is  an
impossibility.  A  diversified  strategy  must  therefore  be
formulated  that  respects  the  characteristics  of  the  various
geographical  areas  of  consumption.

As  in  previous  years,  for  the  1998/1999  campaign  the
measures  selected  must  fit  the  indications  given  in  Article
1(2)(a)  and  (c)  of  Regulation  (EEC)  No  2073/92.

1. Aims

Total  consumption  of  milk  and  milk  products  is  rising
slightly,  and  provisional  figures  for  1997  seem  to
confirm  a  slight  increase  on  1996.  By  way  of  example,
the  average  per  capita  consumption  of  liquid  milk  in
the  Member  States  of  the  EU(cid:220)12  rose  from  88,7  kg  in
1994  to  91,6  kg  in  1996.

Total  liquid  milk  consumption  was  still  up  in  1995,
when  it  rose  by  1,7(cid:216)%  to  just  under  28  million  tonnes.
Whole  milk  now  accounts 
for  only  47(cid:216)%  of
consumption;  in  1986  it  represented  two  thirds  of  the
total,  or  twice  as  much  as  milk  with  a  reduced  fat
content.  The  only  clear  increase  in  consumption  is  for
semi(cid:220)skimmed  milk,  while  consumption  of  whole  milk
and  of  skimmed  milk  is  declining  from  year  to  year.

In  terms  of  whole  milk  equivalent,  total  average  per
capita  consumption  of  milk  and  milk  products  rose
from  306  kg  in  1990  to  319  kg  in  1996.  Spain
recorded  the 
lowest  national  consumption  figures,
with  a  per  capita  average  of  163  kg,  7  kg  down  on
the  previous  year;  the  highest  figures  were  recorded
in  Sweden,  with  an  average  per  capita  consumption  of
453  kg,  compared  with  405  kg  in  1995.  Consumption
of  milk  products 
in  whole  milk  equivalent  terms
decreased  between  1990  and  1996  in  the  Netherlands,
the  United 
Belgium,
Luxembourg  and  Ireland;  it  increased  in  Germany,
Italy,  Greece,  Spain,  Portugal,  Austria,  Finland  and
Sweden,  and  remained  stable  in  France.

Kingdom,  Denmark, 

the 

The  main  aim  of  the  1998/1999  campaign  will  be  to
increase  total  average  consumption  by  providing  the
European  consumer  with  fuller  information  on  the
nutritional  aspects,  and  by  changing  the  image  of  milk
products  by  enhancing 
idea  of  a  young,
wholesome,  natural,  dynamic  product,  highly  suitable
to  modern  everyday  life.  The  aim  is  to  halt  the  decline
in  high(cid:220)consumption  Member  States  and  boost  its  rise
in  those  where  consumption  is  low.  Given  the  specific
characteristics  of  the  markets,  these  aims  will  be
attainable  by  spotlighting  some  positive  aspect  of  milk
products,  particularly  their  nutritional  qualities  and
their 
the
reduction  of  risk.  These  proposals  are  in  addition  to
Community  schemes  for  distributing  milk  to  school(cid:220)
children.

in  disease  prevention  and 

importance 

According  to  the  European  Commission  working
paper  on  the  "Situation  and  Outlook  in  the  Dairy
sector’  published  in  May  1997,  cows’  milk  production
is  forecast  to  decrease  slightly  every  year 
in  the
medium  term,  from  121,6  million  tonnes  in  1996  to

2. Targets

As  in  previous  years,  the  under(cid:220)25s  (without  regard  to
income)  will  be  the  main  target.  The  idea  is  that  milk

21.11.98

EN

Official  Journal  of  the  European  Communities

C  357/5

should  no  longer  be  something  they  are  given  to  drink
but  a  drink  chosen  by  this  fairly  socially  undiffer(cid:220)
entiated  age  group.

-(cid:217)Sporting  activities:  (milk  caravan,  junior  triathlon,
fun  games,  milk  days,  sailing  and  football  spon(cid:220)
sorship)  etc.:  19,6(cid:216)%

Certain  specific  population  segments,  such  as  people
exercising  a  sporting  activity,  or  people  considered  at
(pregnant  women,  young
shigh  nutritional 
risk 
secondary
immigrants)  are 
children,  old  people, 
targets  to  whom  the  nutritional  aspect  (calcium  and
vitamins)  is  relevant.

3. Themes

As  in  the  three  previous  compaigns,  the  proposals
selected  for  1998/1999  will  be  concerned  with  either
or  both  of  the  following  qualities  of  milk  products:

- nutritious:  milk  and/or  milk  products  are  a
wholesome  food  which  can  meet  requirements  for
insufficient  milk
vitamins; 
calcium 
consumption  can 
lead  to  serious  dietary  defi(cid:220)
ciencies,

and 

- up(cid:220)to(cid:220)date  and 

enjoyable:  milk  and/or  milk
products  are  pure  and  natural  products  which
nevertheless 
perfectly  with  modern
consumption  patterns;  moreover,  they  provide  a
pleasurable  experience  consistent  with  present(cid:220)day
values  and  tastes.

fit 

in 

-(cid:217)Other  activities(cid:216)(—):  0,29(cid:216)%

-(cid:217)Staff(cid:216)((cid:209)):  9,67(cid:216)%

-(cid:217)Overheads:  0,78(cid:216)%

Expenditure  on  traditional  media  as  a  whole  has  declined
by  comparison  with  the  1996/1997  campaign,  with  the
share  of  television  increasing  at  the  expense  of  the  press
incomparably  better
and  radio.  Television  provides 
coverage  of 
lowest
the 
the 
technical  cost  per  1(cid:216)000  targeted.  The  use  of  means  of
is
communication  such  as  multimedia  and  Internet 
making  considerable  progress.  These  new  means  of
communication  must  be  developed  even  further.

target  population,  and 

Staff  costs  have  increased.  This  is  owing  to  the  increase
in  the  share  of  television,  and  the  commissioning  of
in
space(cid:220)purchasing  agencies,  and 
sporting  events,  which  are  more  labour(cid:220)intensive  in  terms
of  organisation.  However,  the  figures  prove  that  the
guidelines  given  in  point  V  of  the  Commission  communi(cid:220)
cations  on 
the
the  1996/1997 
large  been
1997/1998  campaign(cid:216)((cid:211))  have  by  and 
followed.

campaign(cid:216)((cid:210))  and 

increase 

the 

to 

Extension  to  milk  products  is  permitted  on  condition
that  they  are  not  identified:  the  products  promoted
will  be  liquid  milk  and/or  milk  products.

IV.(cid:217)RESOURCES  FOR  THE  1998/1999  CAMPAIGN

The  total  budget  of  ecu  10(cid:216)045(cid:216)129  in  1997/1998  was
uses  as  follows:

-(cid:217)Traditional  media:  53,71(cid:216)%

comprising:(cid:217)television:  41,32(cid:216)%

press:  9,59(cid:216)%

radio:  2,36(cid:216)%

other(cid:216)(˛):  0,62(cid:216)%

-(cid:217)Materials(cid:216)(ˇ):  14,06(cid:216)%

-(cid:217)Traditional  public  relations:  1,55(cid:216)%

(˛)(cid:217)Internet,  hoardings.
(ˇ)(cid:217)Publications,  leaflets,  etc.

the 

level  of 

In  1998/1999,  assuming  an  appropriation  of  at  least
ECU  10  million 
in  the  1999  budget  for  promotion
campaigns  in  the  milk  sector,  appropriations  for  staff  and
the
overheads  should  be  kept  below 
1997/1998  campaign,  to  free  up  resources  for  other
items.  Amounts  allocated  to  the  media  should  remain
around  60(cid:216)%,  and  the  use  of  new  media  (Internet,
CD(cid:220)ROMs  and  video(cid:220)conferencing) 
to  be  ener(cid:220)
getically  encouraged.  Assessments  of  previous  campaigns
indicate  very  good  results  for  sports  and  other  activities
aimed  at  strengthening  the  link  between  milk  products
and  attributes 
"health’,
"freshness’  and  "fun’  (see  examples  in  section  II).  It  is
worth  stressing 
in  this  connection  that  the  activity
concerned  should  be  used  as  a  means  of  promoting  milk
consumption,  which  means  that  there  must  be  a  clear
and  natural  link  between  that  activity  and  milk  products,
and  that  existing  synergies  at  national  level  between  milk
products  and  certain  sports  should  be  used  to  best
advantage.  The  activities  organised  should  preferably

such  as 

"energy’, 

"youth’, 

is 

(—)(cid:217)Database  on  scientific  aspects  of  milk  products.
((cid:209))(cid:217)Agency  fees,  which  may  include  experts’  fees.
((cid:210))(cid:217)OJ  C  226,  3.8.1996,  p.  9.
((cid:211))(cid:217)OJ  C  235,  2.8.1997,  p.  6.

C  357/6

EN

Official  Journal  of  the  European  Communities

21.11.98

be  combined  with  traditional  public  relations  measures,
tastings,  etc.,  and  should  also  reach  older  people
interested  in  sports.  Assessments  of  earlier  campaigns  do
indicate  good  results  for  advertising  and  awareness(cid:220)
the  applicants  are
raising  activities.  As  a 
encouraged:

result, 

-(cid:217)to  develop  programmes  using  sport  and/or  other
activities  (such  as  milk  days)  and/or  advertising  as  a
means  to  promote  the  consumption  of  milk  products,

and

-(cid:217)to  concentrate  advertising  messages  on  reinforcing
information  on 
the  nutritional  qualities  of  milk
products,  including  their  contribution  to  disease  and
risk  prevention.

in  such  cases 

in  future  advertising  or
Experience  has  shown  that 
promotion  activities  linked  to  mail(cid:220)order  sales  or  sales  by
radio  or  television  should  be  excluded  from  financing,
since 
the
commercial  aspects  from  the  generic  and  institutional
message.  Point(cid:220)of(cid:220)sale  promotions  should  also  be  treated
with  caution 
in  case  commercial  brands  are  thereby
favoured.

to  separate 

is  difficult 

it 

V.(cid:217)PRESENTATION  OF  PROPOSALS

Proposals  must  include  the  following  sections:

1.(cid:217)Specification  of  the  aims,  targets  and  means  proposed,
showing  how  they  fit  into  the  general  strategy  set  out
in  II  above.

2.(cid:217)A  preliminary  cost(cid:220)effectiveness  analysis  of 

the

proposal  (see  Annex  II)

3.(cid:217)The  proposal  shall  include  details  of  proposed  ex  post
assessment  of  the  results.  The  description  shall  include
information  on  the  measures  to  be  evaluated  and  the
evaluation  methods  to  be  used  as  well  as  a  budget.
The  costs  of  this  evaluation  study  are  to  be  included
in  the  overall  budget.  The  independent  evaluator  is  to
be  selected,  before  the  expiry  of  the  contract,  by  the
competent  authority  after  prior  approval  by 
the
Commission.  The  selection  is  to  be  made  on  the  basis
of  not  less  than  three  proposals  submitted  by  the
contractor  (see  Annex  III).

In 

4.(cid:217)A  clear  and  detailed  budget,  expressed  in  ecu.  The
budget  shall  contain  detailed  information  on  all  the
the  case  of  advertising
activities  proposed. 
including
campaigns,  a  provisional  media  plan 
planned  coverage,  the  cost  per  spot/advertisement
and  the  agency  fees  shall  be  presented.  Under  the
contractor’s  staff  costs,  the  cost  per  hour,  the  number
of  persons  working  and  the  duration  of  the  measure
shall  be  presented  for  each  activity  and  for  each
category  of  staff.  Moreover,  a  clear  distinction  should
be  made  between  expenditure  to  cover  contractors’
costs,  and  the  staff  costs  of  subcontractors.  As  many

details  as  possible  shall  be  provided  regarding  all
other  planned  activities.  For  example,  in  the  case  of
production  of 
leaflets:  the  cost  per  unit  and  the
number  of  units  which  are  to  be  produced.  If  a  press
conference  is  being  organised,  precise  details  should
be  given  of 
the  various  expenditure  headings
(premises,  organisation,  accommodation,  etc.)  for  the
measure.

5.(cid:217)A  commitment  to  convey  exclusively  positive  messages
and  not  to  make  comparisons  with  other  products.

6.(cid:217)A  commitment  not 

to  use  advertising  messages
associated  with  the  sale  of  products  by  mail(cid:220)order
and/or  radio  or  television  (telesales).

7.(cid:217)A  commitment  to  submit  a  report  assessing  the  results
of  the  programme  prepared  by  an  independent  body
on  the  basis  of  the  analysis  referred  to  in  point  2.

The  action  proposed  must  of  course  comply  with  the
provisions  of  Article  3(2)  of  Regulation  (EC)  No
3582/93.

VI.(cid:217)PROCEDURE  FOR  CONSIDERING  AND
SELECTING  APPLICATIONS

1.(cid:217)By  14  December  1998,  proposals, 

including  a
summary,  must  be  submitted  to  the  competent  bodies
in  triplicate.

2.(cid:217)By  14  January  1999  all  proposals  will  be  forwarded  to
in  duplicate  accompanied  by  a
the  Commission 
reasoned  opinion  drawn  up  by  the  competent  body.
Applications  which  do  not  comply  with  Regulations
(EEC)  No  2072/92  and  (EC)  No  3582/93,  and  with
point  VI  of  this  communication,  will  be  rejected  by
the  competent  body.  The  reasoned  opinion  will  list
the  proposals  in  order  of  priority,  and  provide  a
summary  budget  table.

3.(cid:217)The  Commission  will  draw  up  the  list  of  proposals
selected  and  notify  the  Member  States.  Priority  will
be  given  to  projects  which:

-(cid:217)highlight  the  positive  aspects  (qualities)  of  milk

and  milk  products,

21.11.98

EN

Official  Journal  of  the  European  Communities

C  357/7

-(cid:217)are 

clearly  presented 

include  detailed
descriptions  of  the  activities  proposed  as  well  as  a
detailed  budget  expressed  in  ecu,

and 

-(cid:217)respect  the  guideline  on  resources  in  point  V,

-(cid:217)are  justified  by  the  assessment  report  on  previous
campaigns  where  the  body  concerned  took  part  in
those  campaigns.

Account  will  also  be  taken  of  the  preference  criteria  set
out  in  Article  5(3)  of  Regulation  (EC)  No  3582/93.

measures  carried  out  and  a  report  assessing  the  results
independent  body 
achieved  drawn  up  by  an 
in
accordance  with  a  general 
layout  and  comparable
methodology  for  each  Member  State,  taking  account  of
the  specific  features  of  each  programme.  The  competent
body  must  take  the  necessary  measures  to  verify  the
accuracy  of  the  information  and  documents  provided
and  fulfilment  of  all  contractual  obligations,  in  particular
by  means  of  technical,  administrative  and  accounting
checks  on  the  premises  of  the  contracting  parties  and  any
associates  they  may  have.

VII.(cid:217)MONITORING

VIII.(cid:217)CONCLUSION

Since  this  campaign  is  under  indirect  management,  the
national  contracting  body  is  responsible  for  monitoring
the  measures  envisaged  in  the  programme  (Articles  7  and
8  of  Regulation  (EC)  No  3582/93).  To  this  end,  the
competent  body  will  receive,  with  a  view  to  payment,
quarterly  invoices  accompanied  by  supporting  documents
and  an  interim  report  on  performance  of  the  contract
along  with  a  request  for  the  balance  accompanied  by
summarising
a 
supporting 

documents, 

statement 

The  first  four  years  of  application  of  Regulation  (EC)
No  3582/93  allowed 
the  development  of  coherent
programmes  of  sufficient  diversity  to  reflect  the  specific
concerns  of  consumers  and  of  the  relevant  markets.  The
Commission 
in
1998/1999  and  will  endeavour  to  select  proposals  which
offer  the  best  value  for  money  and  promise  the  most
the
effective 
European  market  in  milk  and  milk  products.

for  durable  consolidation  of 

this  approach 

to  pursue 

synergy 

intends 

ANNEX  I

Per  capita  consumption  of  milk  and  milk  products,  in  terms  of  whole  milk  equivalent

1990

1994

1995

1996

(in  kg)

Germany

France

Italy

Netherlands

BLEU

United  Kingdom

Ireland

Denmark

Greece

Spain

Portugal

Sweden

Finland

Austria

362

403

285

311

367

308

360

465

189

154

145

358

460

351

375

399

274

277

368

274

342

405

197

170

161

347

430

340

379

401

278

285

365

283

350

420

202

170

163

405

422

334

387

403

295

301

330

280

308

396

197

163

169

453

446

354

C  357/8

EN

Official  Journal  of  the  European  Communities

21.11.98

ANNEX  II

COST(cid:220)EFFECTIVENESS  ANALYSIS

Specific  quantifiable  aims;  target  population

-(cid:217)specific  aims:  links  with  general  aim

-(cid:217)target  population:  distinguishing  by  aim  if  appropriate,  specify  the  final  beneficiaries  of  the  spending

from  the  Community  budget  and  the  intermediaries  used.

Grounds  of  proposal

-(cid:217)need  for  spending  from  Community  budget

-(cid:217)choice  of  action:

-(cid:217)advantages  over  alternative  action  (comparative  advantages)

-(cid:217)analysis  of  similar  projects  mounted  at  Community  or  national  level

-(cid:217)main  uncertainty  factors  affecting  specific  achievements  of  the  project

Monitoring  and  evaluation  of  the  project

-(cid:217)performance  indicators:

-(cid:217)output  indicators  (measurement  of  activity  deployed)

-(cid:217)impact  indicators  (by  aim  pursued)

-(cid:217)details  and  frequency  of  planned  evaluations

-(cid:217)assessment  of  results

ANNEX  III

1.

Introduction

1.1. Evaluator

A  description  of  the  duly  certified  capacity  of  the  independent  body  to  carry  out  this  type  of  study,
and  of  its  independence  from  the  beneficiary  body  and  other  major  stakeholders  in  the  industry.

2. Evaluation  methods  and  survey  techniques

The  evaluator  should  justify  the  methods  chosen  to  assess  the  results  of  the  various  promotion
activities.

The  evaluator  should  demonstrate  that  the  survey  techniques  have  been  correctly  applied,  and  that  the
results  obtained  are  valid  and  reliable.  As  far  as  possible,  the  approach  should  be  based  on  panel
surveys  involving  both  a  sample  of  beneficiaries  of  promotion  measures  and  representatives  of
rigorously  defined  control  groups.

21.11.98

EN

Official  Journal  of  the  European  Communities

C  357/9

2.1. Method

The  report  should  describe  the  structure  of  the  survey  and  show  that  the  chosen  research  method
results  in  valid  information  on  the  measures.  The  survey  techniques  should  be  described  in  detail,  with
a  list  of  the  questions  asked  (which  may  be  presented  in  an  annex).

Sampling  should  be  based  on  a  clear  definition  of  dates  and  of  socioeconomic  features,  age,  etc.  of  the
population  studied.  The  sampling  unit  should  be  adapted  to  the  population  to  be  studied.  The
sampling  method  should  be  chosen  so  as  to  guarantee  the  possibility  of  selecting  a  representative
sample  and  obtaining  valid  statistical  inferences.  The  relative  and  absolute  size  of  the  sample  should  be
adequate  to  ensure  conclusions  that  can  be  generalised  to  the  whole  population  with  a  reasonable
degree  of  reliability.  There  should  by  an  analysis  of  the  survey  response  rate  in  the  light  of  the
proportion  of  the  target  population  covered.

2.2. Inferences

Any  potential  weakness  in  the  method  adopted  should  be  considered.  Among  major  sources  of  bias
are:

-(cid:217)failure  to  reply:  the  evaluator  should  investigate  whether  non(cid:220)respondents  are  likely  to  be  system(cid:220)

atically  different  from  respondents,

-(cid:217)sorting  of  the  sample:  if  rigorous  sampling  methods  have  not  been  applied  in  the  course  of  the
survey,  the  evaluator  should  consider  the  possibility  of  a  sample  sorting  bias,  and  its  consequences
for  the  relevance  of  generalisations  of  the  survey  results  to  the  entire  population.

3.

Point  zero

The  level  of  consumption  before  the  campaign  should  be  presented,  along  with  the  attitudes  of  the
target  group  to  the  product  and  their  knowledge  of  it  at  that  time.

4. Results

-(cid:217)The  level  of  consumption  after  the  campaign  should  be  presented,  along  with  the  attitudes  of  the
target  group  to  the  product  and  their  knowledge  of  it  at  that  time  by  comparison  with  the
information  referred  to  under  point  3,

-(cid:217)impact  of  advertising  campaigns:  the  target  population  and  coverage  should  be  precisely  defined,

-(cid:217)impact  of  point(cid:220)of(cid:220)sale  activities:  as  far  as  possible,  the  results  of  surveys  along  with  objective  sales
figures  should  be  used  to  assess  the  impact  of  promotion  at  points  of  sale.  Control  groups  (e.g.
shops  not 
in  promotion  measures)  should  be  rigorously  selected  for  purposes  of
comparison,

involved 

-(cid:217)impact  of  public  relations:  alongside  possible  surveys,  there  should  be  a  presentation  of  media
coverage.  Events,  participants,  programmes,  etc.  should  be  described  in  detail  in  connection  with
participation  in  trade  fairs  and  seminars.

5. Analysis  and  conclusions

The  conclusions  of  the  assessment  should  be  confirmed  by  the  results.  The  conclusions  should  lead  to
recommendations  for  further  measures.  The  analysis  should  consider  all  factors  other  than  the
measures  studied  (e.g.  changes  in  prices)  that  may  have  influenced  the  results.  If  results  are  unfa(cid:220)
vourable,  the  reasons  should  be  analysed.  Moreover,  various  ways  of  interpreting  the  unfavourable
results  should  be  proposed,  along  with  suggestions  for  improving  the  effectiveness  of  the  measures.