The traveller response to transit information and promotion varies widely, both in extent and duration of ridership gains. Results are influenced by the utility and quality of the transit service product being marketed, by external circumstances, and by the type of promotion. While all types of transit information and promotion activities may help raise awareness of public transportation services, increases in ridership are most likely to occur within specific populations as the result of targeted programs — especially individualised efforts designed on the basis of market research findings, delineating particular needs and opportunities. A subset of transit marketing, namely transit information and promotion, is the focus of this chapter. traveller response to mass market information, mass market promotions, targeted information, targeted promotions, customer information services, and real-time transit information dissemination are examined. TCRP Report 95: Chapter 11, Transit Information and Promotion will be of interest to transit marketing staff and general managers, as well as strategic planners, educators, and researchers. The overarching objective of the traveller Response to Transportation System Changes Handbook is to equip members of the transportation profession with a comprehensive, readily accessible, interpretive documentation of results and experience obtained across the United States and elsewhere from (1) different types of transportation system changes and policy actions and (2) alternative land use and site development design approaches. While the focus is on contemporary observations and assessments of traveller responses as expressed in travel demand changes, the presentation is seasoned with earlier experiences and findings to identify trends or stability, and to fill information gaps that would otherwise exist. Comprehensive referencing of additional reference materials is provided to facilitate and encourage in-depth exploration of topics of interest. Travel demand and related impacts are expressed using such measures as usage of transportation facilities and services, before-and-after market shares and percentage changes, and elasticity. The findings in the Handbook are intended to aid — as a general guide — in preliminary screening activities and quick turn-around assessments. The Handbook is not intended for use as a substitute for regional or project-specific travel demand evaluations and model applications, or other independent surveys and analyses. The Second Edition of the handbook traveller Response to Transportation System Changes was published by USDOT in July 1981, and it has been a valuable tool for transportation professionals, providing documentation of results from different types of transportation actions. This Third Edition of the Handbook covers 18 topic areas, including essentially all of the nine topic areas in the 1981 edition, modified slightly in scope, plus nine new topic areas. Each topic is published as a chapter of TCRP Report 95. To access the chapters, select “TCRP, All Projects, B-12” from the TCRP website: http://www4.national-academies.org/trb/crp.nsf. A team led by Richard H. Pratt, Consultant, Inc. is responsible for the traveller Response to Transportation System Changes Handbook, Third Edition, through work conducted under TCRP Projects B-12, B-12A, and B-12B. The Handbook, organised for simultaneous print and electronic chapter-bychapter publication, treats each chapter essentially as a stand-alone document. Each chapter includes text and self-contained references and sources on that topic. For example, the references cited in the text of Chapter 6, “Demand Responsive/ADA,” refer to the Reference List at the end of that chapter. The Handbook user should, however, be conversant with the background and guidance provided in TCRP Report 95: Chapter 1, Introduction. Upon completion of the Report 95 series, the final Chapter 1 publication will include a CD-ROM of all 19 chapters. The complete outline of chapters is provided below. (Author/Publisher)
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