MEDIA CAMPAIGN

Effectiveness of a Media Campaign

Effectiveness of a Media Campaign

Introduction

This paper provides a timely review of what is presently known about road safety advertising design and evaluation. Global advertising literature was evaluated to determine best practice for road safety mass media campaigns. The review describes present psychological ideas of behavior change and social persuasion that are relevant to road safety advertising. In addition, the effects of distinct levels of advertising exposure were considered and the efficacy of threat appeals and options were discussed. The paper furthermore highlighted the difficulties in establishing the effectiveness of a mass media campaign, considered distinct evaluation ...