Social advertising : examples "driving" the social advertising message home.

Author(s)
Rensburg, R.
Year
Abstract

This paper begins by distinguishing social advertising from social marketing by and discussing how it works. The steps of perception, communication, learning and persuasion are examined. A framework for social advertising in the field of road safety is proposed which includes strategies for bridging the information - knowledge - attitude - behaviour gaps in traffic safety communication. Examples of effective social advertising are noted. Suggestions are then made for the development of a model for social advertising in traffic safety which is particularly relevant to South Africa.

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Publication

Library number
C 8954 (In: C 8934) /83 / IRRD 889247
Source

In: Marketing traffic safety : proceedings of the VIth world congres of the International Road Safety Organisation PRI, in co-operation with the South African Department of Transport, Cape Town, South Africa, 3-6 October 1994, p. 307-313, 5 ref.

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This publication is one of our other publications, and part of our extensive collection of road safety literature, that also includes the SWOV publications.