Marketing of traffic safety: report
Saved in:
| Format: | Book |
|---|---|
| Language: | English |
| Published: |
Paris
1993
|
| Series: | Road transport research
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Franz. Parallelausg. u.d.T.: Marketing de la sécurité routière |
| Physical Description: | 112 S. graph. Darst. |
| ISBN: | 9264139036 |
Staff View
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Record in the Search Index
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|---|---|
| adam_text | TABLE OF CONTENTS
Page
Chapter I
INTRODUCTION 13
1.1. Point of departure 13
1.2. New ways of influencing road users are needed 13
1.3. The marketing approach 14
1.4. Marketing as an aid in safety work 15
1.5. Problems and limitations of using marketing methods 16
1.6. Structure of the report 17
Chapter II
MARKETING PRINCIPLES, SOCIAL MARKETING
AND IMPLICATIONS FOR TRAFFIC SAFETY 19
11.1. Basic principles of marketing 19
II. 1.1. Consumer needs and exchange 19
II. 1.2. Market analysis 19
11.1.3. Compromises 20
11.2. Social marketing 21
11.2.1. A consumer orientation by the Government 21
11.2.2. Regulation and compromise 22
11.2.3. Resemblance and distinction between commercial and social goals 23
11.2.4. Needs related to behaviour 24
11.2.5. Strategy 26
11.3. Marketing to promote road safety 28
11.3.1. Regulations and information to promote road safety 28
11.3.2. Behavioural motives 29
11.3.3. Market positions 31
11.3.4. Goal development 32
9
Chapter III
SOCIAL MARKETING IN PRACTICE 35
III. 1. Introduction 35
111.2. Using social marketing 37
111.2.1. The plan 37
111.2.2. Stage 1: the situation analysis 38
111.2.3. Stage 2: market segmentation and targeting 41
111.2.4. Stage 3: set objectives 42
111.2.5. Stage 4: formulating a strategy . 43
111.2.6. Stage 5: implementation 45
111.2.7. Stage 6: monitoring and evaluation 46
111.3. Other approaches 48
111.3.1. Enforcement 49
111.3.2. Engineering 49
111.3.3. Education 49
111.4. Overcoming objections to social marketing 50
111.4.1. Limited budgets 50
111.4.2. Lack of expertise/people 50
111.4.3. A different set of values 51
111.4.4. Marketing as an addition 51
111.4.5. Limited time frame 51
111.4.6. Goals extending over a long time period 52
111.4.7. Insufficient funds for research 52
111.4.8. Unpopular measures 52
111.5. Concluding remark 52
Chapter IV
OECD SURVEY ON ROAD SAFETY PUBLICITY CAMPAIGNS 55
IV. 1. Survey focus on the use of social marketing in road safety publicity 55
IV.2. Results of the survey and its significance for marketing road safety 56
IV.2.1. Institutions 56
IV.2.2. Strategies 59
IV.2.3. Use of marketing elements 68
10
Chapter V
SOCIAL MARKETING AND ROAD SAFETY: A REVIEW
OF SELECTED CASE STUDIES 69
V.I. Introduction 69
V.2. A social marketing framework for road safety 69
V.3. A review of selected case studies 70
V.3.1. Bicycle helmets. 1983 86. Australia 70
V.3.2. Seat belt wearing in rural areas. 1990. Australia 76
V.3.3. Anti drink driving campaign. 1989 90. Austria 77
V.3.4. Child road safety programme. Germany. From 1978 onwards 78
V.3.5. Anti drink driving measures. 1985 91. Netherlands 79
V.3.6. Young driver campaign. 1989. Spain 80
V.3.7. Child cyclists. 1980 81. UK 81
V.3.8. Speed improvement programme. 1988 89. USA 81
V.3.9. Child pedestrians. 1975 77. USA 82
V.4. Conclusions 83
Chapter VI
CONCLUSIONS AND RECOMMENDATIONS 91
VI. 1. Marketing approach 91
VI.2. Definition 92
VI.3. Conclusions 92
VI.4. Recommendations 94
VI.5. Final remark 97
Annex A
ENQUIRY ON ACTIVITIES IN THE FIELD OF ROAD SAFETY PUBLICITY 99
Annex B
EXTENDED BIBLIOGRAPHY 103
LIST OF PARTICIPANTS 112
11
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| indexdate | 2024-07-09T17:12:10Z |
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| isbn | 9264139036 |
| language | English |
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| physical | 112 S. graph. Darst. |
| publishDate | 1993 |
| publishDateSearch | 1993 |
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| series2 | Road transport research |
| spelling | Marketing of traffic safety report prepared by an OECD scientific expert group Paris 1993 112 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Road transport research Franz. Parallelausg. u.d.T.: Marketing de la sécurité routière Marketing gtt Verkeersveiligheid gtt Social marketing Traffic safety Marketing (DE-588)4037589-4 gnd rswk-swf Verkehrssicherheit (DE-588)4062962-4 gnd rswk-swf Verkehrssicherheit (DE-588)4062962-4 s DE-604 Marketing (DE-588)4037589-4 s OECD Sonstige (DE-588)5157-3 oth Parallele Sprachausgabe französisch Marketing de la sécurité routière HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005236541&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Marketing of traffic safety report Marketing gtt Verkeersveiligheid gtt Social marketing Traffic safety Marketing (DE-588)4037589-4 gnd Verkehrssicherheit (DE-588)4062962-4 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4062962-4 |
| title | Marketing of traffic safety report |
| title_auth | Marketing of traffic safety report |
| title_exact_search | Marketing of traffic safety report |
| title_full | Marketing of traffic safety report prepared by an OECD scientific expert group |
| title_fullStr | Marketing of traffic safety report prepared by an OECD scientific expert group |
| title_full_unstemmed | Marketing of traffic safety report prepared by an OECD scientific expert group |
| title_short | Marketing of traffic safety |
| title_sort | marketing of traffic safety report |
| title_sub | report |
| topic | Marketing gtt Verkeersveiligheid gtt Social marketing Traffic safety Marketing (DE-588)4037589-4 gnd Verkehrssicherheit (DE-588)4062962-4 gnd |
| topic_facet | Marketing Verkeersveiligheid Social marketing Traffic safety Verkehrssicherheit |
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