Advertising wearout in the Transport Accident Commission road safety campaigns

✍ Scribed by Tim R.L. Fry

• Publisher: Elsevier Science
• Year: 1996
• Tongue: English
• Weight: 678 KB
• Volume: 28
• Category: Article
• ISSN: 0001-4575
• DOI: 10.1016/0001-4575(95)00053-4

✦ Synopsis

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.