Advertising wearout in the Transport Accident Commission road safety campaigns

T R Fry

doi:10.1016/0001-4575(95)00053-4

Advertising wearout in the Transport Accident Commission road safety campaigns

Accid Anal Prev. 1996 Jan;28(1):123-9. doi: 10.1016/0001-4575(95)00053-4.

Author

T R Fry¹

Affiliation

¹ Department of Econometrics, Monash University, Clayton, Victoria, Australia.

PMID: 8924179
DOI: 10.1016/0001-4575(95)00053-4

Abstract

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.

MeSH terms

Accidents, Traffic / prevention & control*
Accidents, Traffic / psychology
Accidents, Traffic / statistics & numerical data
Advertising / standards*
Habituation, Psychophysiologic*
Health Education / standards*
Humans
Models, Psychological
Population Surveillance
Regression Analysis
Television*
Victoria / epidemiology