BILINGUAL TRANSIT MARKETING DEMONSTRATION VOLUME I: DESCRIPTION OF PROJECT AND EVALUATION OF DATA

THIS REPORT 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 CHRISTI (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 FOCUSED ON MID-DAY RIDERSHIP, WHEN BUS CAPACITY IS UNDER-UTILIZED. THE MEXICAN-AMERICAN HOUSEWIFE WAS THEREFORE THE PRINCIPAL TARGET OF THE DEMONSTRATION STUDY. FOUR GROUND RULES WERE ESTABLISHED FOR CONDUCTING THE EXPERIMENTS: (1) THE TARGET POPULATION WAS THE 10 A.M. TO 3 P.M. RIDER; (2) RIDERSHIP PATTERNS WOULD BE MEASURED ON THREE BUS ROUTES WHICH PASS THROUGH LOW TO LOW-MIDDLE INCOME MEXICO AMERICAN COMMUNITIES; (3) PRE-DEMONSTRATION AND POST-DEMONSTRATION SURVEYS WERE CONDUCTED BOTH ON THE BUSES AND WITHIN A 1/4 MILE RADIUS OF THE RADIUS OF THE BUS ROUTES; AND (4) LOCAL MEXICAN AMERICAN PERSONNEL WERE RECRUITED TO SUPERVISE AND TO WORK ON THE DEMONSTRATION IN ORDER TO ESTABLISH A SPIRIT OF COMMUNITY SUPPORT. DISTINCTLY DIFFERENT PROMOTIONAL DEMONSTRATIONS WERE CONDUCTED IN EACH OF THE CITIES IN ORDER TO FACILITATE MORE MEANINGFUL COMPARISONS OF PROMOTIONAL TECHNIQUES. EACH OF THE DEMONSTRATIONS SOUGHT TO INVOLVE THE POPULATION RATHER THAN MERELY TO ADDRESS IT. THE ALBUQUEQUE DEMONSTRATION HAD ON-BOARD BILIGINGUAL HOSTESSES WITH SUPPLEMENTARY ADVERTISING IN NEWSPAPER AND ON RADIO. OTHER MEANS OF PROMOTION INCLUDED DOOR-TO-DOOR VISITS, FREE RIDES, CONTESTS, AND SIDEWALK HOSTESSES. /UMTA/

  • Supplemental Notes:
    • DOT-UT-838 UMTA-DC-06-0073-73-1
  • Corporate Authors:

    Reyes (JA) Associates, Incorporated

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

Media Info

  • Pagination: 203 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00202237
  • Record Type: Publication
  • Source Agency: Urban Mass Transportation Administration
  • Report/Paper Numbers: Final Rpt
  • Files: TRIS, USDOT
  • Created Date: Jun 26 1981 12:00AM