EEM2 (TDM & transport services) Ch 9 Evaluation of education, promotion and marketing
Summary
This chapter describes methods for economic efficiency evaluation of education, promotion and marketing, which may comprise the whole of a programme or may be a component of a wider programme.
- 9.1 - Evaluation of education, promotion and marketing
- 9.2 - Travel impacts
- 9.3 - Costs
- 9.4 - Benefits
- 9.5 - Period of analysis
- 9.6 - Cost benefit evaluation
- 9.7 - References
9.1 - Evaluation of education, promotion and marketing
Introduction
This chapter describes methods for economic efficiency evaluation of education, promotion and marketing, which may comprise the whole of a programme or may be a component of a wider programme. The following TDM initiatives (as described in chapter 2), incorporate education, promotion or marketing:
- alternative work schedules
- cycle and walking promotion
- car sharing
- guaranteed ride home
- non-motorised transport
- ridesharing
- telework.
Programmes that employ education, promotion and/or marketing techniques to encourage changed behaviour, including alternative mode use, on a voluntary basis are typically categorised as travel behaviour change (TBhC) programmes. TBhC programmes may also have components of infrastructure provision or improvement, passenger transport provision or improvement, or financial incentives or subsidies.
Reference 1 provides advice on developing and implementing TBhC programmes, and evaluating, assessing and monitoring the programmes.
Simplified procedure SP12 in chapter 13 can be used to evaluate TBhC proposals.
