Advertising and Marketing

Advertising remains the single best and most cost effective way to reach a large, targeted audience at just the right time with a controlled message.

The lessons learned from past highway safety campaigns are clear. Integrated campaigns that have combined strong targeted advertising with high visibility enforcement and some publicity about that enforcement have proven to be most effective in creating real measurable change in public behavior.

Please use the materials in this section to help you better pinpoint your audience, understand and manage the creative process, and maximize your dollars as you seek to impact your target audiences.

• Developing the communications program
• Communications program checklist (pdf)
• Sample communications program checklist
• Cutting through the clutter
• Talent Issues in broadcast advertising