A follow-up study of an advertising compaign for motorcycle training

As a result of a TV/radio/poster campaign carried out by the Department of Transport in March/April 1979, about 1400 people enquired about motor-cycle training facilities in the West Midlands. These people were contacted in January 1980 to try to assess why the final level of enrolment for training was low, despite the initial interest shown. Completed questionnaires were returned by 957 people, of whom 185 had enrolled for a course of training. Many reasons were given for not enrolling, with several respondents giving more than one answer. No single reason was given by more than 11 per cent of them. The most common reason given was that they did not think the training course would be useful. One interpretation of this is that the leaflets sent as a result of the initial enquiry did not always maintain the interest generated by the campaign. Ten per cent said they had not got round to enrolling and eight per cent were still under age to ride a motorcycle.(A)