55 Mph Model Plan for Public Communications

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Department of Transportation, National Highway Traffic Safety Administration, Traffic Safety Programs, Office of Driver and Pedestrian Programs, 1978 - Speed limits - 36 pages
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Page 1 - ... audiences, recognizing their current knowledge, attitudes, and behaviors, rather than using a nonspecific message to reach a larger mass audience. With specialized media analyses, materials can be distributed to mass media outlets and other organizations that appeal to specific target audiences. An effective aid to making these decisions about which groups are most important and how to reach them is market research. Through individual interviews, focus groups, and surveys, each State can obtain...
Page 2 - ... educational process is more effective than individual, periodic public information campaigns. For this reason, the establishment of objectives in any program should be stated in terms that can be measured so as to permit a comparison of conditions existing before and after the campaign. Subobjectives that are instrumental to the success of the campaign should be specified in the same kinds of terms. The subobjectives should appear reasonable and should include all necessary activities. lt is...
Page 3 - ... a message, program, or campaign if it directly relates to their needs or values. The determination of target audiences and the approach to a Pl&E program for each audience is important to the success of any campaign. The audiences fall into five general categories: I The driving population — Young drivers, older drivers, commuters, high-mileage drivers, truck drivers, vacationers, drivers now complying with traffic laws, drivers attending improvement courses, bus drivers, and such. I Secondary...
Page i - US Department of Transportation. National Highway Traffic Safety Administration. Traffic Safety Programs. Office of Driver and Pedestrian Programs. Nonresident Violator Compact of 1977. Washington: The Department, 1977.
Page 2 - ... Yet behavior change is the most difficult of all changes to implement. Generally, the long-term traffic safety educational process is more effective than individual, periodic public information campaigns. For this reason, the establishment of objectives in any program should be stated in terms that can be measured so as to permit a comparison of conditions existing before and after the campaign. Subobjectives that are instrumental to the success of the campaign should be specified in the same...
Page 1 - Final decisions about which audiences to address and how to address them still must be made.

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