Day – PUBLICITY FOR ROUTE 280 SERVICE CHANGES 1985

Description

From 27 April 1985 route 280 was extended to Wandsworth and its frequency increased (every 10 minutes peak, 12 minutes off-peak). Research assessed publicity effectiveness, comparing households that received a leaflet with nearby households that did not. Home interviews (1–7 May) sampled 242 non-leaflet and 243 leaflet households; supplementary bus-stop interviews (25–26 April) completed 213 interviews. Awareness in leaflet households was 67% versus 34% in non-leaflet areas, showing the leaflet doubled knowledge of the change. Sources cited: leaflets (52% in leaflet area vs 7% elsewhere), friends/relatives, in-bus and bus-stop posters. Leaflets were especially effective for non-users and light users (+43 and +35 percentage points respectively) though even heavy users benefited (+25). Sixty-three percent in distribution areas recalled seeing the leaflet; 33% kept it. Ninety-seven percent found it easy to understand and layout encouraged reading. Bus-stop interviews showed lower awareness and greater reliance on on-system publicity. Conclusions: household leaflets are very effective, particularly for non-regular users; on-system publicity remains important for regular riders.