USING THE MARKETING MIX IN ROAD SAFETY

Social marketing has become a recognised theoretical approach in risk reduction programmes. It has also been applied to practical problems in fields such as family planning, drugs education and anti-smoking programmes. This paper looks in detail at the practicalities of using social marketing in traffic safety. Specifically, it explains the nature and relevance of the marketing plan looking at the importance of: (a) the situation analysis; (b) segmentation and targeting; (c) objectives; (d) the marketing strategy; (e) implementation; (f) monitoring and evaluation. The paper then examines some of the main objections that have been raised against social marketing. (A) For the covering abstract see IRRD 889227.