A REPORT OF THE WAVE II VS. WAVE I TRACKING STUDY
The purpose of the study is to measure the effectiveness of the new campaign in terms of its ability to: Create reasonable levels of exposure through the public service media; heighten or maintain high level of concern over drunk driving issue; achieve its specific strategic objectives in terms of increasing people's awareness of potential DWI situations by educating on misperceptions, and persuading alcohol-related-situations involved individuals to take countermeasure actions. These measurements involve comparing the results of two waves or research, one conducted immediately prior to launching of the new campaign and one conducted six months later.
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Corporate Authors:
Grey Advertising Incorporated
777 3rd Avenue
New York, NY United States 10017National Highway Traffic Safety Administration
1200 New Jersey Avenue, SE
Washington, DC United States 20590 - Publication Date: 1976-11
Media Info
- Pagination: 42 p.
Subject/Index Terms
- TRT Terms: Alcoholic beverages; Alcoholism; Countermeasures; Driver rehabilitation; Drunk drivers; Drunk driving; Education; Human factors engineering; Interviewing; Law enforcement; Mass communication; Mass media; Prevention; Publicity; Research management; Safety; Tracking systems; Traffic crashes; Traffic safety
- Uncontrolled Terms: Motor vehicle accidents; Rehabilitation; Tracking
- Subject Areas: Highways; Research; Safety and Human Factors; Security and Emergencies;
Filing Info
- Accession Number: 00146516
- Record Type: Publication
- Source Agency: National Technical Information Service
- Report/Paper Numbers: 11400-601BS Final Rpt., DOT-HS-802-053
- Contract Numbers: DOT-HS-5-01220
- Files: TRIS, USDOT
- Created Date: Feb 16 1977 12:00AM