Citation

Fry TR. Accid. Anal. Prev. 1996; 28(1): 123-129.

Affiliation

Department of Econometrics, Monash University, Clayton, Victoria, Australia.

Copyright

(Copyright © 1996, Elsevier Publishing)

DOI

unavailable

PMID

8924179

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.