BILINGUAL TRANSIT MARKETING DEMONSTRATION

THIS STUDY DESCRIBES THE DESIGN, DEMONSTRATION, AND EVALUATION OF FOUR DIFFERENT EXPERIMENTS IN MASS TRANSIT ADVERTISING AMONG MEXICAN AMERICANS OF THE SOUTHWEST. THE OBJECTIVE OF THE PROJECT WAS TO EXPLORE THE POSSIBILITY OF IMPROVING BUS RIDERSHIP OF THIS ETHNIC GROUP THROUGH BILINGUAL ADVERTISING AND PROMOTIONAL TECHNIQUES. THE CITIES SELECTED FOR DEMONSTRATION WERE ALBUQUEQUE (NEW MEXICO), CORPUS CHRISTIE (TEXAS), SAN ANTONIO (TEXAS) AND SAN DIEGO (CALIFORNIA), SELECTED BECAUSE THEY REPRESENTED DIVERSITY OF GEOGRAPHY, CULTURE, ADMINISTRATION, AND URBANIZATION, WHILE REFLECTING ADEQUATE HOMOGENEITY IN ETHNIC CONCENTRATIONS. THE PROMOTIONAL PROGRAMS CENTERED ON MID-DAY RIDERSHIP, WHEN BUS CAPACITY IS UNDER-UTILIZED. PRE AND POST DEMONSTRATION SURVEYS WERE CONDUCTED BOTH ON THE BUSES AND WITHIN A 1/4 MILE RADIUS OF THE ROUTES. THIS REPORT SUMMARIZES THE SURVEY RESULTS BY MEANS OF 264 DIFFERENT TABLES DEVIDED INTO ELEVEN CATAGORIES; (1) PRE-DEMONSTRATION SURVEY, ALL SITES, FREQUENCY COUNTS; (2) PRE-DEMONSTRATION SURVEY, ALL SITES, CROSS TABULATIONS; (3) PRE-DEMONSTRATION SURVEY, ALBUQUEQUE, CROSS TABULATIONS; (4) PRE-DEMONSTRATION SURVEY, CORPUS CHRISTIE, CROSS TABULATIONS; (5) PRE-DEMONSTRATION SURVEY, SAN ANTONIO, CROSS TABULATIONS; (6) PRE-DEMONSTRATION SURVEY, SAN DIEGO, CROSS TABULATIONS; (THE NEXT FIVE ALL CONCERN POST-DEMONSTRATION SURVEYS); (7) ALL SITES, FREQUENCY COUNTS; (8) ALBUQUEQUE, CROSS TABULATIONS; (9) CORPUS CHRISTI, CROSS TABULATIONS; (10) SAN ANTONIO, CROSS TABULATIONS; AND (11) SAN DIEGO, CROSS TABULATIONS. THE PRE-DEMONSTRATION SURVEY EXPLORED PERSONAL CHARACTERISTICS, RIDERSHIP HABITS, AND TRANSIT ATTITUDES. THE POST-DEMONSTRATION SURVEY EXPLORED SIMILAR QUESTIONS ABOUT PERSONAL CHARACTERISTICS AS WELL AS THE EXPOSURE AND EFFECT OF THE PROMOTIONAL DEMONSTRATIONS. /UMTA/

  • Supplemental Notes:
    • GRANT DC-06-0073 UMTA-DC-06-0073-73-2APPS
  • Corporate Authors:

    Reyes (JA) Associates, Incorporated

    1140 Connecticut Avenue, NW
    Washington, DC  USA  20036
  • Publication Date: 1973-9

Media Info

  • Pagination: 295 p.
  • Serial:
    • Volume: ii

Subject/Index Terms

Filing Info

  • Accession Number: 00202236
  • Record Type: Publication
  • Source Agency: Urban Mass Transportation Administration
  • Report/Paper Numbers: Final Rpt
  • Files: TRIS, USDOT
  • Created Date: Jun 26 1981 12:00AM