Advertising and road safety: a segmentation approach
Abstract
This paper evaluates the effectiveness of a paid advertising campaign on reducing the
fatal accident rates in New Zealand using Poisson regression models. The campaign is aimed
at changing attitudes towards dangerous driving by focusing on the dramatic consequences of
such behaviour and uses a strong appeal to the emotion of fear to achieve the objectives of
the campaign. Although other researchers have found that this campaign was not effective in
changing behaviour, we argue that a campaign that uses such a strong appeal to fear will be
effective but only among some segments of the population. We find that fatal accident rates
in New Zealand, related to alcohol, drugs and speed, have been reduced among male drivers
aged 15-24, 25-34 and 35-54 and female drivers aged 25-34.... [Show full abstract]
Keywords
road safety; advertising campaign; accident researchDate
2000Type
Conference Contribution - Published (Conference Paper)Collections
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