[sustran] Re: Marketing as a TDM tool.

[Eric Bruun]

I believe that such efforts as you suggest below are already
underway within much of the European Union.  I have noticed
quite a few sophisticated campaigns to influence behavior
of people, although I do not know what kinds of people
designed them. In the United States and most of the formerly
Soviet satellites, however, the automobile advertizers are
inundating society with their pitches with very minor 
counter-campaigns fighting back.  Regards, Eric Bruun


On Mon, 28 Sep 1998, driddell wrote:

> Dear fellow SUSTRAN subscribers
> 
> A vague thought which has been drifting around in my mind for some time was
> recently focused by a presentation at the CODATU VIII conference.  I am
> interested to find out what, if any research and applications of the though
> may be written up.
> 
> The following three points come to mind:
> 
> It appears that there is a lack of involvement of psychologists and
> sociologists in the transport planning field, especially as a great deal of
> transport planning is based entirely on models of human behaviour patterns.
> 
> There is inadequate use of the media, primarily in the form of advertising,
> to influence peoples choices with regard to travel.  I believe that there is
> a need to attack the problems created by the excessive use of private
> vehicles by modifying peoples expectations and aspirations.  Large
> commercial concerns use extensive marketing campaigns to sell their
> products, the tobacco industry being a particular case in point.  I would
> imagine that if clever marketing can sell "pet rocks" and cancer inducing
> cigarettes, then encouraging the use of public transport should not be so
> very difficult.
> 
> The media approach requires the involvement of psychologists and
> sociologists in transport planning and TDM in particular.
> 
> I look forward to hearing from you.
> 
> Wayne Duff-Riddell
> Institute for Transport Technology
> University of Stellenbosch
> South Africa
> Tel:  +27 21 808 4647
> Fax: +27 21 808 4361
> e-mail (work): driddell at ing.sun.ac.za
> e-mail (home): tiko at intekom.co.za
> 
>