Maximising the road safety impact of advertising
Haworth, Narelle L. (2005) Maximising the road safety impact of advertising. In Australasian Road Research Handbook Volume 2. Austroads Incorporated, Sydney.
All jurisdictions have a longstanding involvement in public education (mass advertising) as a road safety countermeasure, and are frequently called upon to increase their involvement in response to emerging road safety issues. The effectiveness of advertising as a road safety countermeasure remains problematic, however. The purpose of this paper is to draw together the available evidence about the effectiveness of mass advertising, particularly in reducing crash rates. It also deals with the following sub-issues: road safety issues amenable to advertising effort; issues considered to be beyond the influence of advertising; characteristics of an effective advertising campaign; the additional support needed for effective advertising campaigns; the means to evaluate the impact of advertising.
Impact and interest:
Citation counts are sourced monthly from and citation databases.
Citations counts from theindexing service can be viewed at the linked Google Scholar™ search.
Full-text downloads displays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.
|Item Type:||Book Chapter|
|Additional Information:||Prepared by: Narelle Haworth, Monash University Accident Research Centre. To purchase a copy of this book, please see the Vicroads link.|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > TRANSPORTATION AND FREIGHT SERVICES (150700) > Road Transportation and Freight Services (150703)|
|Divisions:||Current > Research Centres > Centre for Accident Research & Road Safety - Qld (CARRS-Q)
Current > QUT Faculties and Divisions > Faculty of Health
Current > Institutes > Institute of Health and Biomedical Innovation
|Copyright Owner:||Copyright 2005 Austroads|
|Deposited On:||25 Jul 2007|
|Last Modified:||09 Jun 2010 12:43|
Repository Staff Only: item control page