New Dollar Coin:

Public Perception of Advertising

GGD-00-92: Published: Apr 7, 2000. Publicly Released: Apr 7, 2000.

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Pursuant to a congressional request, GAO reviewed a public opinion survey regarding the United States Mint's promotion of the new dollar coin as the "Golden Dollar," focusing on whether the public: (1) has seen or heard any advertising of the new dollar coin; and (2) believes the new dollar coin contains any gold on the basis of that advertising or the use of the term "Golden Dollar."

GAO noted that: (1) the results of the International Communications Research (ICR) survey indicate that 57 percent of adults (18 years of age or older) in the continental United States had seen or heard any advertising for the new dollar coin as of March 7, 2000; (2) another 4 percent of adults indicated they were either not sure whether they had seen or heard any advertising or they may have seen or heard advertising of the new dollar coin; (3) the remaining 39 percent said they had not seen or heard any advertising of the new dollar coin; (4) when asked if they believed the new dollar coin contained any gold on the basis of the advertising that they saw or heard (or may have seen or heard), 13 percent said yes, 61 percent said no, and 27 percent said they did not know or were not sure; (5) during the survey, ICR informed those who had not seen or heard any advertising and those who had or may have seen the advertising but said either: (a) they did not believe the new dollar coin contained any gold; or (b) did not know or were not sure whether it contained gold that the Mint has advertised the new dollar coin as the "Golden Dollar;" (6) ICR then asked if, knowing that, they believed it contained any gold; and (7) 12 percent said yes, 71 percent said no, and 17 percent said they did not know or were not sure.

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