ADVERTISING WEAROUT IN THE TRANSPORT ACCIDENT COMMISSION ROAD SAFETY CAMPAIGNS.

Author(s)
FRY, T.R.L.
Year
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. (A)

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Publication

Library number
I 876110 IRRD 9602 /83
Source

ACCIDENT ANALYSIS AND PREVENTION. 1996 /01. 28(1) PP123-9 (17 REFS.) ELSEVIER SCIENCE LTD, THE BOULEVARD, LANGFORD LANE, KIDLINGTON, OXFORD, OX5 1GB, UNITED KINGDOM 1996

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