00968547

Monograph

http://www.trb.org/Publications/Blurbs/153344.aspx

The traveler response to transit information and promotion varies widely, both in extent and duration of ridership gains. Results are influenced by the utility and quality of the transit service product being marketed, by external circumstances, and by the type of promotion. While all types of transit information and promotion activities may help raise awareness of public transportation services, increases in ridership are most likely to occur within specific populations as the result of targeted programs--especially individualized efforts designed on the basis of market research findings, delineating particular needs and opportunities. A subset of transit marketing, namely transit information and promotion, is the focus of this chapter. Traveler response to mass market information, mass market promotions, targeted information, targeted promotions, customer information services, and real-time transit information dissemination are examined. This chapter, Chapter 11, will be of interest to transit marketing staff and general managers, as well as strategic planners, educators, and researchers.

This Third Edition of the Handbook covers 18 topic areas, including essentially all of the nine topic areas in the 1981 edition, modified slightly in scope, plus nine new topic areas. Each topic is published as a chapter of TCRP Report 95. To access the chapters, select "TCRP, All Projects, B-12" from the TCRP website: http://www4.national-academies.org/trb/crp.nsf.

Project B-12A FY '99

English

81 p.

2003

TCRP Report

0309087635

References; Tables (22)

Handbooks; Information dissemination; Information services; Marketing; Mass communication; Promotion; Public transit; Real time information; Ridership

Targeted promotions

Data and Information Technology; Highways; Planning and Forecasting; Public Transportation

TRIS, TRB, ATRI

Jan 15 2004 12:00AM