Social marketing and driver behaviour.

Author(s)
Marcus, N.
Year
Abstract

After defining social marketing as the application of techniques and strategies, which have proved successful in the business sector, to social issues, the various forms of publicity campaign employed to improve driver behaviour with a view to reducing road accidents are reviewed. The value of the shock-approach in driver behaviour campaigns is discussed together with the importance of selecting the right media.

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Publication

Library number
B 9110 (In: B 9050) /83./ IRRD 215357
Source

In: Proceedings of the 1st International Conference on Driver Behaviour, Zurich, 8-13 October, 1973, 9 p., 7 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.