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[No title captured]
EVALUATING AN ANTIDRINKING AND DRIVING ADVERTISING CAMPAIGN WITH A SAMPLE SURVEY AND TIME-SERIES INTERVENTION ANALYSIS
被引：38
作者：
MURRY, JP
STAM, A
LASTOVICKA, JL
机构：
[1] UNIV GEORGIA,DEPT MANAGEMENT SCI & INFORMAT TECHNOL,ATHENS,GA 30602
[2] ARIZONA STATE UNIV,DEPT MKT,TEMPE,AZ 85287
关键词：
ALCOHOL ABUSE;
DRINKING AND DRIVING;
PUBLIC SERVICE ADVERTISING;
SOCIAL MARKETING;
TIME SERIES INTERVENTION ANALYSIS;
D O I：
10.2307/2290691
中图分类号：
O21 [概率论与数理统计];
C8 [统计学];
学科分类号：
020208 ;
070103 ;
0714 ;
摘要：
The impact of a paid advertising campaign targeted at reducing youthful male drinking-driving behavior is examined using (1) pretest and posttest sample surveys taken at both a campaign site and a control site and (2) time series intervention modeling of monthly traffic accident data from both sites. These compatible analyses provide collaborative evidence that the advertising campaign reduced youthful male drinking and driving behavior and, consequently, traffic accidents.
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页码：50 / 56
页数：7
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