Matches in SemOpenAlex for { <https://semopenalex.org/work/W658366983> ?p ?o ?g. }
Showing items 1 to 65 of
65
with 100 items per page.
- W658366983 abstract "To help achieve New Zealand's National Road Safety Plan targets, a four-year package of road safety measures was adopted in 1995, supporting increased enforcement of drink driving, speed and seatbelt laws by a series of hard-hitting, graphic advertisements. The advertising is based on the successful TAC campaign, specifying a research-led strategy at every step. The advertising research defines target audiences within the alcohol, speed and seatbelt themes from crash patterns and driver attitudes. Concepts and near-final products are tested against target audiences. Once the advertisements are aired, audience reactions are tracked through attitude changes, crash patterns, and audience recall, relevance, message takeout and likeability. Fourthly, modelling the advertisements' performance enables them to be optimally targeted. The speed campaign is an example of the research process. Although excessive speed is a leading contributing factor to road crashes (34 percent of fatal crashes in 1996, 177 people killed and 2,800 injured), driver attitudes showed virtually no acknowledgment that excessive speed is dangerous, a belief that skill allows you to drive fast safely, and no perceived link between speed, reaction time and extent of injury. Advertising had to promote the fundamental speed and injury severity relationship by presenting facts to a primarily 15-59 year old male target audience. After two years, reductions of 14-26 percent in speed-related crashes can be attributed to the campaign, attitude shifts are small but positive, and the four TV speed advertisements show exceptionally high recall (77 percent), relevance (66 percent) and message takeout (70 percent) levels. (a) For the covering entry of this conference, please see IRRD abstract no. E200232." @default.
- W658366983 created "2016-06-24" @default.
- W658366983 creator A5039315891 @default.
- W658366983 date "1998-01-01" @default.
- W658366983 modified "2023-09-26" @default.
- W658366983 title "RESEARCH IN ROAD SAFETY ADVERTISING: THE SPEED CAMPAIGN" @default.
- W658366983 hasPublicationYear "1998" @default.
- W658366983 type Work @default.
- W658366983 sameAs 658366983 @default.
- W658366983 citedByCount "1" @default.
- W658366983 crossrefType "journal-article" @default.
- W658366983 hasAuthorship W658366983A5039315891 @default.
- W658366983 hasConcept C100660578 @default.
- W658366983 hasConcept C112698675 @default.
- W658366983 hasConcept C144133560 @default.
- W658366983 hasConcept C15744967 @default.
- W658366983 hasConcept C158154518 @default.
- W658366983 hasConcept C17744445 @default.
- W658366983 hasConcept C180747234 @default.
- W658366983 hasConcept C183469790 @default.
- W658366983 hasConcept C199360897 @default.
- W658366983 hasConcept C199539241 @default.
- W658366983 hasConcept C2779777834 @default.
- W658366983 hasConcept C2780262971 @default.
- W658366983 hasConcept C41008148 @default.
- W658366983 hasConceptScore W658366983C100660578 @default.
- W658366983 hasConceptScore W658366983C112698675 @default.
- W658366983 hasConceptScore W658366983C144133560 @default.
- W658366983 hasConceptScore W658366983C15744967 @default.
- W658366983 hasConceptScore W658366983C158154518 @default.
- W658366983 hasConceptScore W658366983C17744445 @default.
- W658366983 hasConceptScore W658366983C180747234 @default.
- W658366983 hasConceptScore W658366983C183469790 @default.
- W658366983 hasConceptScore W658366983C199360897 @default.
- W658366983 hasConceptScore W658366983C199539241 @default.
- W658366983 hasConceptScore W658366983C2779777834 @default.
- W658366983 hasConceptScore W658366983C2780262971 @default.
- W658366983 hasConceptScore W658366983C41008148 @default.
- W658366983 hasLocation W6583669831 @default.
- W658366983 hasOpenAccess W658366983 @default.
- W658366983 hasPrimaryLocation W6583669831 @default.
- W658366983 hasRelatedWork W1964119334 @default.
- W658366983 hasRelatedWork W2146623785 @default.
- W658366983 hasRelatedWork W2193378558 @default.
- W658366983 hasRelatedWork W2239722833 @default.
- W658366983 hasRelatedWork W2509541859 @default.
- W658366983 hasRelatedWork W2509574249 @default.
- W658366983 hasRelatedWork W2606623594 @default.
- W658366983 hasRelatedWork W2606893713 @default.
- W658366983 hasRelatedWork W264707106 @default.
- W658366983 hasRelatedWork W2894474319 @default.
- W658366983 hasRelatedWork W2982974698 @default.
- W658366983 hasRelatedWork W2993558577 @default.
- W658366983 hasRelatedWork W434211171 @default.
- W658366983 hasRelatedWork W595051550 @default.
- W658366983 hasRelatedWork W599254277 @default.
- W658366983 hasRelatedWork W606744118 @default.
- W658366983 hasRelatedWork W620469479 @default.
- W658366983 hasRelatedWork W625438300 @default.
- W658366983 hasRelatedWork W642675043 @default.
- W658366983 hasRelatedWork W3123411167 @default.
- W658366983 isParatext "false" @default.
- W658366983 isRetracted "false" @default.
- W658366983 magId "658366983" @default.
- W658366983 workType "article" @default.