Advertising wearout in the Transport Accident Commission road safety campaigns.
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.
Fry
T R
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Department of Econometrics, Monash University, Clayton, Victoria, Australia.
D000063:Accidents, Traffic / Q000517:prevention & control* / Q000523:psychology / Q000706:statistics & numerical data; D000329:Advertising / Q000592:standards*; D006185:Habituation, Psychophysiologic; D006266:Health Education / Q000592:standards*; D006801:Humans; D008960:Models, Psychological; D011159:Population Surveillance; D012044:Regression Analysis; D013690:Television; D014739:Victoria / Q000453:epidemiology