Advertising Wearout in the Transport Accident Commission Road Safety Campaigns

Tin R. L. Fry

No 267753, Department of Econometrics and Business Statistics Working Papers from Monash University, Department of Econometrics and Business Statistics

Abstract: 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.

Keywords: Marketing; Public Economics; Research Methods/Statistical Methods (search for similar items in EconPapers)
Pages: 28
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Persistent link: https://EconPapers.repec.org/RePEc:ags:monebs:267753

DOI: 10.22004/ag.econ.267753

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