"When you are not thinking, you will pay!" Impact and effectiveness of czech ministry of transport media campaign
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F16%3A43911045" target="_blank" >RIV/62156489:43110/16:43911045 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
"When you are not thinking, you will pay!" Impact and effectiveness of czech ministry of transport media campaign
Original language description
The aim of this paper is to characterize the relationship between media campaign by Ministry of Transport "When you are not thinking, you will pay! " and accidents in the Czech Republic over the period 2000-2015 and to evaluate effectiveness and return of investment to the campaign. The authors were focus to the specification of selected concepts and features associated with traffic accidents, and on the basis of information on campaign objectives, audiences and advertising spots they characterize media campaign "When you are not thinking, you will pay"! The secondary source data for the chart analysis and interpolation according to criteria, analytical and mechanical balancing time series, choosing the appropriate model trend of accidents and consequences of traffic accidents was obtained from the website of the Czech Police and the Ministry of Transport. Analysis of the cost of the campaign was focused on the overall losses from traffic accidents and comparison of unit costs, while primary attention was paid to costs related to the killed persons. First, the cost of the campaign compared to the total cost and then only with direct, as they are created directly with the formation of an accident. Discussed was the concept of the campaign and in particular its contribution. The conclusion formulated recommendations for media communication aimed at increasing traffic safety.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2016
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Marketing Identity 2016: Brand we love - part I.:Proceedings
ISBN
978-80-8105-840-0
ISSN
1339-5726
e-ISSN
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Number of pages
10
Pages from-to
355-364
Publisher name
Univerzita sv. Cyrila a Metoda v Trnave
Place of publication
Trnava
Event location
Smolenice
Event date
Nov 8, 2016
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
000410451700034