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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.

Abstract

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.

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ID Code: 8779
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.
Additional URLs:
ISBN: 0855887311
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 22:43

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