COST-EFFECTIVENESS OF MASS MEDIA COMMUNICATIONS AS RELATED TO HIGHWAY SAFETY

REPORTS ARE MADE ON THE STATE OF HIGHWAY SAFETY COMMUNICATIONS, ESPECIALLY WITH REGARD TO LEVEL OF RESEARCH ACTIVITIES AND FINDINGS. THE ESTABLISHMENT OF A COST-EFFECTIVENESS METHODOLOGY IS ALSO OF MAJOR CONCERN, THAT IS, THE DESIGN PROCEDURE WHICH MAY BE USED TO ANALYZE AND GUIDE THE DEVELOPMENT OF PROGRAMS FOR THE MASS COMMUNICATION OF HIGHWAY SAFETY MESSAGES. FINALLY A SPECIFIC DEMONSTRATION FIELD STUDY IS PROPOSED WHOSE PRINCIPAL FEATURES INCLUDE A 'REAL WORLD' OPERATING ENVIRONMENT, USE OF THE BROADCAST MEDIA, A CAMPAIGN DIRECTED TO A SPECIFIC MEASURABLE TYPE OF DRIVER BEHAVIOR, AND CAREFUL MEASUREMENT OF ATTITUDINAL AS WELL AS BEHAVIORAL SHIFTS. /AUTHOR/

• Corporate Authors:

  University of Southern California, Los Angeles

  Department of Industrial and Systems Engineering, 3715 McClintock Avenue
  Los Angeles, CA  United States  90089-0193
• Authors:
  • Fleischer, G A
• Publication Date: 1970-5

Subject/Index Terms

• TRT Terms: Attitudes; Behavior; Benefit cost analysis; Broadcasting; Communications; Demonstration projects; Drivers; Field studies; Highway safety; Highways; Mass media; Measurement; Research; State of the art studies
• Subject Areas: Highways; Research; Safety and Human Factors;

Filing Info

• Accession Number: 00221088
• Record Type: Publication
• Report/Paper Numbers: 132 pp
• Files: TRIS
• Created Date: Nov 18 1970 12:00AM