Applying commercial advertising skills in transport planning

Wiltshire, Peter

Abstract

The motor car has become more than a means of transport. Despite the high cost and dire road safety problems, the car has become a totem in our social grouping and a metaphor for our lifestyle aspirations. This did not happen by accident. It is the consequence of some 90 years of soft-selling and highly sophisticated marketing. This paper explores the techniques that the advertising profession uses, and touches upon their application in marketing sustainable transport modes.

• Journal Article Type: Article
• Publication Date: Jan 1, 2004
• Journal: Proceedings of the Institution of Civil Engineers: Transport
• Print ISSN: 0965-092X
• Electronic ISSN: 1751-7710
• Publisher: Thomas Telford
• Peer Reviewed: Not Peer Reviewed
• Volume: 157
• Issue: 2
• Pages: 125-132
• DOI: https://doi.org/10.1680/tran.2004.157.2.125
• Keywords: commercial advertising, marketing, public relations, transport planning
• Public URL: https://uwe-repository.worktribe.com/output/1060409
• Publisher URL: http://dx.doi.org/10.1680/tran.2004.157.2.125