THE APPLICATION OF RESEARCH IN THE PLANNING AND EVALUATION OF ROAD SAFETY PUBLICITY

THIS PAPER REVIEWS A PROGRAMME OF RESEARCH STUDIES CARRIED OUT ON BEHALF OF THE UK DEPARTMENT OF THE ENVIRONMENT TO EVALUATE THE EFFECTIVENESS OF MAJOR PUBLICITY CAMPAIGNS AIMED AT PROMOTING ROAD SAFETY IN GENERAL AND THE USE OF SEAT BELTS BY MOTORISTS IN PARTICULAR. THE BACKGROUND IS DESCRIBED TO A SERIES OF CONTROLLED AREA EXPERIMENTS IN THE USE OF MEDIA ADVERTISING, WHICH AIMED TO INDICATE THE OPTIMUM WEIGHT AND PATTERN OF ADVERTISING IN ORDER TO ACHIEVE MAXIMUM RETURNS IN RELATION TO EXPENDITURE. THEY WERE CONTINUOUSLY MONITORED BY SURVEYS AND OTHER RESEARCH STUDIES, THE RESULTS OF WHICH INDICATED BOTH A DIRECT AND POSITIVE RELATIONSHIP BETWEEN THE DEPLOYMENT OF ADVERTISING AND THE RESULTING EXTENT OF SEAT BELT WEARING, AND THE LIMITATIONS UPON WHAT COULD BE ACHIEVED BY THE VARIOUS TYPES OF CAMPAIGN. THE DATA HAVE ALSO BEEN UTILISED TO EXAMINE UNDERLYING ATTITUDES TOWARDS SEAT BELTS AND THEIR USE ON THE PART OF MOTORISTS, AND SOME EVALUATION HAS BEEN MADE OF THE RELATIVE SUCCESS OF ALTERNATIVE THEMES USED IN THE ADVERTISING. /AUTHOR/

• Supplemental Notes:
  • Presented at a conference in Budapest Hungary-The Application of Market and Social Research.
• Corporate Authors:

  Department of the Environment, England

  Saint Christopher House, Southwark Street
  London SE1 0TE,   England 
• Authors:
  • Levens, G E
  • Rodnight, E
• Publication Date: 0

Language

• English

Media Info

• Features: Figures; References; Tables;
• Pagination: p. 197-227

Subject/Index Terms

• TRT Terms: Advertising; Attitudes; Economic efficiency; Evaluation; Highway safety; Manual safety belts; Publicity; Research; Safety
• Uncontrolled Terms: Efficiency; Use
• ITRD Terms: 2267: Attitude (psychol); 5911: Efficiency; 8573: Publicity; 1665: Safety; 1476: Safety belt; 9084: Use
• Subject Areas: Economics; Highways; Research; Safety and Human Factors; I83: Accidents and the Human Factor;

Filing Info

• Accession Number: 00080487
• Record Type: Publication
• Source Agency: Transport and Road Research Laboratory (TRRL)
• Report/Paper Numbers: Conf Paper
• Files: ITRD, TRIS
• Created Date: Mar 6 1975 12:00AM