A COMPARATIVE STUDY OF PUBLIC TRANSIT PROMOTION

Public transit properties, often with federal support, have been experimenting with promotional activities to improve their public image and the level of service offered. This paper describes the findings from a comparative evaluation of the effectiveness of various promotional techniques under a wide range of operating conditions. The research results are segmented into the following three categories: 1) promotional fares, 2) special services and 3) advertising, community relations and public information. Each of these categories is further divided into the institutional, operational and economic issues involved in the promotional technique. Although some transferable results are reported, the most important finding is the lack of systematic planning and evaluation of promotional instruments in the transit industry, making it difficult to assess the value of implementation. This is particularly true in the areas of advertising, public information and community relations. The sources of this problem are discussed and suggestions are made to improve future applications of promotional instruments.

• Corporate Authors:

  Rensselaer Polytechnic Institute

  Department of Civil and Environmental Engineering, 110 Eighth Street
  Troy, NY  United States  12180

  Urban Mass Transportation Administration

  University Research and Training Program, 400 7th Street, SW
  Washington, DC  United States  20590
• Authors:
  • Abkowitz, M
  • Driscoll, M
• Publication Date: 1984-2

Media Info

• Features: Appendices; Figures; Tables;
• Pagination: 57 p.

Subject/Index Terms

• TRT Terms: Advertising; Bus transit; Communities; Fares; Management; Marketing; Measures of effectiveness; Passenger information systems; Pricing; Public relations; Publicity
• Identifier Terms: Urban Mass Transportation Act
• Uncontrolled Terms: Effectiveness
• Old TRIS Terms: Bus services; Umta section 11
• Subject Areas: Administration and Management; Highways; Planning and Forecasting; Public Transportation;

Filing Info

• Accession Number: 00382585
• Record Type: Publication
• Report/Paper Numbers: NY-11 0026 Final Rpt.
• Contract Numbers: NY-11-0026
• Files: TRIS, USDOT
• Created Date: Mar 30 1984 12:00AM