Die Linz AG Linien ueberprueften in einem Pilotprojekt zwei verschiedene Marketingvarianten (Dialogmarketing und Direktmarketing) zur Kundengewinnung hinsichtlich Aufwand und Wirksamkeit. Der Verlauf der Aktion und der Vergleich der Ergebnisse der Wirkungsmessung zeigen, dass das Dialogmarketing mit der direkten individuellen Kundenansprache einen deutlich wirkungsvolleren Weg zur Steigerung der Nutzung von oeffentlichen Verkehrsmitteln darstellt als ein zwar kostenguenstigeres aber standardisiertes Direktmarketing. (A) ABSTRACT IN ENGLISH: In a pilot project Linz AG Linien tested two different marketing methods (dialogue marketing and direct marketing) for customer acquisition to measure their approaches and effectiveness. The course of the campaign and the comparison of results of the impact study show that the dialogue marketing, offering direct individual customer contact, provides a much more effective way to enhance the use of public transport than the cheaper but standardized direct marketing does. (A)

In transport surveys high response rates, among other indicators, must be achieved to ensure representation of the population. This has been considered elusive and unattainable in the US because of the households' ability to enforce the "my home is my castle" syndrome when attacked by intruders (e.g., sales persons, interviewers, bill collectors). When perceived threats to the castle are eliminated by common sense survey design we achieve unprecedented response rates and a willingness to cooperate that appears to be considered surprising. In this paper first we unveil the common sense secrets of the New KONTIV design and then provide evidence of excellence in survey design by example using real life experiences with surveys around the world and the two coasts of the US. We also give specific suggestions for others to follow in designing surveys based on an integrated and reflective approach. In this way readers can gain insights about survey experience but they can also design good human-centered surveys that raise the minimum practice standard and maximize survey investment effectiveness.

This paper provides a summary of published results to date from implementation of Individualised Marketing (IndiMark(r)) interventions around the world. A discussion is provided to explain the methodology and the evaluation process. This paper then presents evidence and logic that refutes allegations raised by Professor Peter Stopher of the University of Sydney at a public forum in England in June 2003 and repeated in his ATRF 2003 paper. Similar responses were previously provided to Stopher after the June 2003 Forum, but the arguments presented in his ATRF paper are essentially unchanged. The paper concludes that the reduction in car as driver trips for all IndiMark(r) programs is within a range of 6 percent to 14 percent across target populations (broadly 5.5-13 percent allowing for non-contactable and non-responding households), demonstrating that IndiMark(r) is robust and broadly applicable for urban areas. (a) For the covering entry of this conference, please see ITRD abstract no. E210413.

The Western Australia Department for Planning and Infrastructure has initiated a unique information provision program to decrease the use of cars and increase nonmotorized transport. The program contains a component in South Perth that uses individualized marketing techniques to inform travelers about alternatives to the private automobile. Data about this program have been collected in the past 3 years, offering the opportunity to assess the program’s success. Regression analysis has been used to estimate the effect of information provision on program participants’ travel behavior for mobility and, more specifically, mode choice. Program participants, persons who agree to receive and use information, when compared with a variety of other groups consistently use the car as driver the least and appear to have increased their nonmotorized trip making. The findings here are extremely encouraging, and programs like this should be considered in other urban settings.

Die steigende Autonutzung fuehrt zur Notwendigkeit den Autoverkehr zu reduzieren. Kein Konzept einer nachhaltigen Verkehrsentwicklung, sei es auf kommunaler, Landes-, Bundes- oder europaeischer Ebene, verschliesst sich dieser Notwendigkeit. Diese Konzepte umfassen unterschiedlichste Loesungsansaetze: Bereitstellung von Verkehrsangeboten und -infrastruktur, Erhoehung der Nutzerkosten und Einschraenkung von Parkmoeglichkeiten etc. In den letzten Jahren wurde ein neues Instrument entwickelt: Soft policies, die darauf abzielen, das individuelle Verkehrsverhalten durch unmittelbare Beeinflussung zu veraendern; ein solches Instrumentarium ist in diesen Konzepten aber meist nicht enthalten. Soft policies folgen Grundprinzipien der Kommunikation, erhoehen den Informationsstand und verbessern die Wahrnehmung der Verkehrteilnehmer(innen). Besonders wirksam zeigen sich soft policies dann, wenn sie in einen direkten personalisierten Dialog mit den Buergerinnen und Buergern treten und auf deren Einsicht und partnerschaftliche Mitwirkung setzen. Im TravelSmart(R)-Programm im westaustralischen Perth konnte ein solches Konzept eine Reduktion des Autoverkehrs um 14 Prozent bewirken. Ein Erfolgselement war dabei die Kooperation mit Partnern, die nicht nur aus dem Mobilitaetsbereich kamen. Dabei ist jedoch nicht nur die allgemeine Oeffentlichkeit das Zielpublikum fuer soft policies, sondern auch die institutionelle Oeffentlichkeit (Politik, Planung, Medien, Verbaende, Initiativen), die Meinungen steuert und Entscheidungen trifft. (A) Beitrag zum Statusseminar im Dienste der Politikberatung: Innovative Forschung fuer eine integrierte und nachhaltige Verkehrs-, Bau- und Wohnungsbaupolitik am 18. April 2002 in Berlin.

For many years walking as a mode of transport has received very little policy attention from transport planners in the Perth Metropolitan Region of Western Australia. The mode share for walking has declined over the last fifteen years in favour of an increase in car trips. The need to arrest the decline of walking and increase its mode share has been identified as a desirable outcome through a set of transport targets for 2029. The challenge to develop and implement interventions to increase walking without constraining mobility was set by the adoption of these targets. The development of a predictive technique provided evidence of a behaviour change aligned with the policy direction adopted by the WA Department for Planning and Infrastructure. Testing in the Perth context provided the evidence to justify the large-scale application of lndividualised Marketing under the TravelSmart brand. The results showed that walking captured half of the car trips which converted to walking, cycling and public transport. For the 35,000 people in the City of South Perth, this meant an additional 4800 walk trips per day. This coupled with the 1200 walking legs of public transport trips provided an overall 6000 extra walk trips. The success of the project has provided the evidence and justification for the expansion of the behaviour change approach to other areas of the Perth Metropolitan Area. (A)

Kenntnisse ueber die tatsaechliche Beteiligung von Fussgaengern sowie von Fahrradfahrern sind eine wichtige Voraussetzung fuer eine angemessene Bewertung des Stellenwertes dieser Form der Verkehrsteilnahme. Aus der oftmals unzureichenden Erfassung der Fuss- und Fahrradmobilitaet resultiert unter anderem eine Unterschaetzung der Bedeutung der nichtmotorisierten Mobilitaet fuer den Bereich der Stadt- und Verkehrsplanung. Aufgezeigt wird die Bedeutung der nichtmotorisierten Mobilitaet. Verdeutlicht wird, dass fortentwickelte und optimierte Verfahren der empirischen Forschung verfuegbar sind, die die gesamte Mobilitaet, einschliesslich aller Formen der nichtmotorisierten Verkehrsteilnahme, erfassen koennen. Trotzdem werden in der geuebten Praxis der Verkehrsforschung und -planung noch immer Verfahren und Vorgehensweisen eingesetzt, die die Bedeutung der motorisierten Mobilitaet ueberschaetzen und ueberbewerten. Festgehalten wird, dass eine methodisch gut konzipierte Haushaltsbefragung auch die Bedeutung der nichtmotorisierten Mobilitaet angemessen darstellen kann.

Die vorliegende Veroeffentlichung stellt in ihrer Einleitung gleichermassen quantitative Kenngroessen wie qualitative Aspekte des Fussverkehrs dar und gibt einen Ueberblick darueber, wie sich die derzeitigen Normen, Richtlinien und Verordnungen auf den Alltag von Fussgaengern auswirken. Der Abschnitt Praktisches zum berichtet ueber die Planung von Lichtsignalanlagen und Fussgaengerueberwegen, zeigt auf, welche Ansaetze zur Konfliktminderung auf Gehwegen in den Staedten Nordrhein-Westfalens bestehen und gibt Hinweise, wie Informationssysteme fuer Fussgaenger gestaltet werden koennen. Beispiele fuer Marketingsmassnahmen und Lobbyarbeit sind im Teil Foerderliches fuer den Fussverkehr aufgelistet. Das Kapitel Forderndes zum verdeutlicht, welche Ansprueche spezielle Zielgruppen und im Themenfeld involvierte Berufsgruppen an Politik und Planung - aber auch an die Fussgaengerinnen und Fussgaenger selbst - formulieren. Siehe auch Einzelaufnahmen der Beitraege, ITRD-Nummern D345395 bis D345400 und D345403 bis D345408.

The need to change the mode share for travel in the Perth Metropolitan Region is clearly enunciated as a set of targets in the region's Metropolitan Transport Strategy. The traditional mobility management approach to achieve mode change has been through the provision of transport services and infrastructure, including pricing, and the longer term land use policies. The application of a behavioural approach, especially in a city with very high car use like Perth, has not, until recently, been in the transport planner's tool box. There is also criticism that if behaviour change is achieved, people quickly revert to their previous behaviour. This paper outlines the sustained behaviour change achieved from a behavioural approach, applied with a random sample of persons in the City of South Perth. The technique employed has been developed by Werner Broeg over many years and its application in South Perth was a further step in the refinement process by combining cycling with public transport and introducing walking. The evaluation survey undertaken after the marketing intervention showed a 10 percent reduction in car as driver trips and an increase in walking, cycling and public transport trips. The intervention also achieved a 14 percent reduction in vehicle (car) kilometres travelled. A 12 month evaluation survey showed that these changes were sustained with a further increase in walking trips and corresponding decline in car as driver trips; a 17 percent reduction in vehicle kilometres travelled. (a) For the covering entry of this conference, please see ITRD E200461.

The need to change the mode share for travel in the Perth Metropolitan Region is clearly enunciated as a set of targets in the region's Metropolitan Transport Strategy. Many people consider the task of changing travel behaviour in a car dominated city like Perth to be difficult if not largely impossible. Changed travel behaviour is essential if the Metropolitan Transport Strategy targets are to be achieved. This paper outlines the potential level of behaviour change that can be achieved through the behavioural approach without the need for system improvements, pricing and land use policies. The in-depth research technique employed has been developed by Werner Broeg over many years and its application in the Cities of South Perth and Subiaco and Town of Victoria Park is an important ingredient in the debate about achieving the Metropolitan Transport Strategy targets. The research shows that, in the three local authority areas where the research was undertaken, in theory the Metropolitan Transport Strategy targets are achievable even without improvements to the transport system. The question therefore is not whether the targets can be achieved but which travel demand management techniques are the most effective in achieving the targets. (a) For the covering entry of this conference, please see ITRD E200461.