ADVERTISING WEAROUT IN THE TRANSPORT ACCIDENT COMMISSION ROAD SAFETY CAMPAIGNS

This paper uses a varying coefficient regression model to investigate whether there is any significant advertising wearout in the Transport Accident Commission (TAC) road safety campaigns on Victorian television. The results suggest that there is some evidence that the effectiveness of the campaigns may be declining with increased exposure.

  • Availability:
  • Corporate Authors:

    Elsevier

    The Boulevard, Langford Lane
    Kidlington, Oxford  United Kingdom  OX5 1GB
  • Authors:
    • Fry, TRL
  • Publication Date: 1996-1

Language

  • English

Media Info

Subject/Index Terms

Filing Info

  • Accession Number: 00716347
  • Record Type: Publication
  • Report/Paper Numbers: HS-041 968
  • Files: HSL, TRIS
  • Created Date: Feb 6 1996 12:00AM