Citation

Elliott B. J. Australas. Coll. Road Saf. 2011; 22(4): 11-18.

Copyright

(Copyright © 2011, Australasian College of Road Safety)

DOI

unavailable

PMID

unavailable

Abstract

Road safety practitioners are well served by a well-researched body of publications designed to inform the development and assessment of more effective mass media campaigns. But how does road safety advertising actually influence road user behaviors and how often do road users need to be exposed to a particular message? Campaign developers need to look beyond the traditional body of knowledge found in the road safety mass media campaign literature. Insights can be gained from other disciplines including research into public sector advertising, commercial advertising effectiveness, neuroscience and social psychology.

Keywords: Advertising, Campaign evaluation, Effective frequency, Mass media, Neuroscience, Persuasion, Road safety advertising, Social marketing

Language: en