| Article ID: | iaor19971891 |
| Country: | United Kingdom |
| Volume: | 28 |
| Issue: | 1 |
| Start Page Number: | 123 |
| End Page Number: | 129 |
| Publication Date: | Jan 1996 |
| Journal: | Accident Analysis and Prevention |
| Authors: | Fry Tim R.L. |
| Keywords: | accidents, transportation: road, Transportation: Road, statistics: regression |
This paper uses a varying coefficient regression model to investigate whether there is any signficant advertising wearout in the Transport Accident Commission 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.