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Advertising and road safety: A segmentation approach

Tay, Richard S., Ozanne, Lucie, & Santiono, Jati (2000) Advertising and road safety: A segmentation approach. In O'Cass, Aron (Ed.) Australia and New Zealand Academy of Marketing Conference, 28 November to 1 December 2000, Gold Coast, Queensland.

Abstract

This paper evaluates the effectiveness of a paid advertising campaign on reducing the fatal accident rates in New Zealand using Poisson regression models. The campaign is aimed at changing attitudes towards dangerous driving by focusing on the dramatic consequences of such behaviour and uses a strong appeal to the emotion of fear to achieve the objectives of the campaign. Although other researchers have found that this campaign was not effective in changing behaviour, we argue that a campaign that uses such a strong appeal to fear will be effective but only among some segments of the population. We find that fatal accident rates in New Zealand, related to alcohol, drugs and speed, have been reduced among male drivers aged 15-24, 25-34 and 35-54 and female drivers aged 25-34.

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ID Code: 8411
Item Type: Conference Paper
Additional Information: The contents of this proceeding can be freely accessed online via the journal’s web page (see hypertext link).
Additional URLs:
ISBN: 0 86857 978 5
Subjects: Australian and New Zealand Standard Research Classification > MEDICAL AND HEALTH SCIENCES (110000) > PUBLIC HEALTH AND HEALTH SERVICES (111700) > Preventive Medicine (111716)
Australian and New Zealand Standard Research Classification > MATHEMATICAL SCIENCES (010000) > STATISTICS (010400)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > TRANSPORTATION AND FREIGHT SERVICES (150700) > Road Transportation and Freight Services (150703)
Australian and New Zealand Standard Research Classification > MEDICAL AND HEALTH SCIENCES (110000) > PUBLIC HEALTH AND HEALTH SERVICES (111700) > Health Promotion (111712)
Australian and New Zealand Standard Research Classification > PSYCHOLOGY AND COGNITIVE SCIENCES (170000) > PSYCHOLOGY (170100) > Psychology not elsewhere classified (170199)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > Research Centres > Centre for Accident Research & Road Safety - Qld (CARRS-Q)
Current > QUT Faculties and Divisions > Faculty of Health
Copyright Owner: Copyright 2000 The Authors
Deposited On: 03 Jul 2007
Last Modified: 23 Jun 2011 05:16

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