>>There is inadequate use of the media, primarily in the form of advertising,
>>to influence peoples choices with regard to travel.
>
>
>Idividual marketing or 1:1 marketing is probably the key to success.
There were a couple of papers presented at the recent Australasian
Transport Research Forum in 1998. SOCIALDATA ([log in to unmask]
and UITP (International Association of Public Transport) have done a
successful project using individual marketing to promote public transport
travel. A project based on this approach was also done in an inner city
suburb of Perth, Western Australia (contact [log in to unmask]).
The proceedings are available from
Transport Data Centre
NSW Department of Transport
GPO Box 1620
Sydney
NSW 2001
Australia
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Vivian Salim
Associate Lecturer
Department of Information Management and Marketing
The University of Western Australia
Nedlands, WA 6907
tel: 61 8 9380 3195
fax: 61 8 9380 1004
mailto:[log in to unmask]
http://www.imm.ecel.uwa.edu.au/staffdx/vsalim/vsalim.htm
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