USING THE MARKETING MIX IN ROAD SAFETY

Social marketing has become a recognised theoretical approach in risk reduction programmes. It has also been applied to practical problems in fields such as family planning, drugs education and anti-smoking programmes. This paper looks in detail at the practicalities of using social marketing in traffic safety. Specifically, it explains the nature and relevance of the marketing plan looking at the importance of: (a) the situation analysis; (b) segmentation and targeting; (c) objectives; (d) the marketing strategy; (e) implementation; (f) monitoring and evaluation. The paper then examines some of the main objections that have been raised against social marketing. (A) For the covering abstract see IRRD 889227.

• Corporate Authors:

  LA PREVENTION ROUTIERE INTERNATIONALE.

  ,    
• Authors:
  • HASTINGS, G B
  • SMITH, C S
  • MACASKILL, S G
  • GOODLAD, N
• Conference:
  • PROCEEDINGS OF THE VITH WORLD CONGRESS OF THE INTERNATIONAL ROAD SAFETY ORGANISATION - MARKETING TRAFFIC SAFETY, HELD 3-6 OCTOBER 1994, CAPE TOWN, REPUBLIC OF SOUTH AFRICA
• Publication Date: 1996

Language

• English

Media Info

• Features: References;
• Pagination: p. 65-9

Subject/Index Terms

• TRT Terms: Children; Conferences; Highways; Marketing; Prevention; Publicity; Safety; Sociology
• ITRD Terms: 1661: Accident prevention; 1758: Child; 8525: Conference; 2755: Highway; 277: Marketing; 8573: Publicity; 1665: Safety; 2253: Sociology
• Subject Areas: Highways; Safety and Human Factors; Security and Emergencies;

Filing Info

• Accession Number: 00739280
• Record Type: Publication
• Source Agency: Transport Research Laboratory
• Files: ITRD
• Created Date: Aug 28 1997 12:00AM