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Reducing Road Rage: The Role of Target Insight in Advertising for Social Change

Published online by Cambridge University Press:  03 March 2004

JIM CRIMMINS  and
CHRIS CALLAHAN
JIM CRIMMINS
Affiliation:
DDB [email protected]
CHRIS CALLAHAN
Affiliation:
Demand [email protected]
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Abstract

Billions of dollars are spent in advertising for social change yet much of it is reported to be ineffective because of a lack of insight into the target audience. We illustrate the value of target insight in guiding advertising for social change with a focus on road rage, the always rude and often dangerous expression of anger on the highway. We add to the limited research in the field a new body of data about people who are prone to road rage. Target insight suggests a strategy for advertising to reduce road rage including who to talk to, what to say, and where, when, and how to say it.

Type
Research Article
Information
Journal of Advertising Research , Volume 43 , Issue 4 , December 2003 , pp. 381 - 389
Copyright
© Copyright © 1960-2003, The ARF

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References

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