MARKETING PUBLIC TRANSPORTATION (INTRODUCTORY REMARKS)

The focus in this session has been on the current use and effectiveness of marketing and advertising programs for transit industry. The issues that were addressed are: how much money should be budgeted for marketing; can it be a positive force in attracting riders; how can information on sucessful new types of service be disseminated; is it important to wait for a better product before marketing; and what are good marketing strategies? In the papers presented here, the promotional devices used in San Diego, Los Angeles and Toronto are cited and the need is emphasized for understanding the dynamics of making available a beneficial service. The approach is one of determining the goal, conducting the research on methods, developing a plan for proceeding and an action program to implement it and evaluate the result. In the discussion of an airline company's approach to marketing, the need is noted for the advertising agency to be used as a full partner is the firm's activities rather than be called in for advertisment preparation. The need is also emphasized for identifying the different consumer markets and tailoring media and material to effectively influence each of them.

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  • Supplemental Notes:
    • Appeared in Issues in Public Transportation, proceedings of a conference held by the Highway Research Board at Henniker, New Hampshire, July 9-14, 1972. Distribution, posting, or copying of this PDF is strictly prohibited without written permission of the Transportation Research Board of the National Academy of Sciences. Unless otherwise indicated, all materials in this PDF are copyrighted by the National Academy of Sciences. Copyright © National Academy of Sciences. All rights reserved.
  • Corporate Authors:

    Transportation Research Board

    500 Fifth Street, NW
    Washington, DC  United States  20001
  • Authors:
    • Morin, Donald A
  • Conference:
  • Publication Date: 1974

Media Info

  • Media Type: Digital/other
  • Pagination: p 93
  • Monograph Title: ISSUES IN PUBLIC TRANSPORTATION
  • Serial:

Subject/Index Terms

Filing Info

  • Accession Number: 00272066
  • Record Type: Publication
  • Files: TRIS, TRB, ATRI
  • Created Date: Sep 19 1981 12:00AM