National Academies Press: OpenBook

Practical Measures to Increase Transit Advertising Revenues (2009)

Chapter: Appendix D - Media Planner Pre-Survey Interview Guide

« Previous: Appendix C - Advertising Sales Contractor Interview Guide
Page 97
Suggested Citation:"Appendix D - Media Planner Pre-Survey Interview Guide." National Academies of Sciences, Engineering, and Medicine. 2009. Practical Measures to Increase Transit Advertising Revenues. Washington, DC: The National Academies Press. doi: 10.17226/14269.
Page 97

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D-1 June 6, 2007 • Are your clients primarily national advertisers, regional or local advertisers, or both? • Have you ever/Do you currently recommend transit adver- tising to clients? • How many cities constitute a national buy, generally? • What are your general perceptions of transit advertising? How have your perceptions changed in the past two to three years? • Do you ever recommend transit as a standalone? Or is it mostly offered bundled with other media? Is it bundled always with other OOH media? • Do you see any advantages to transit relative to billboards? • Which media are substitutes for transit media? Or— which other media are in the same consideration set as transit media? • How strongly do you agree or disagree with the following statements (a sample list): – “I don’t know enough about transit media to make me comfortable recommending it to clients.” – “I’m not comfortable recommending transit because there are no measurements to make the case for effec- tiveness and efficiency.” – “Transit is a downscale venue—unless you want to risk damaging your brand image, I wouldn’t recommend using it.” – “Transit advertising is not as efficient as most media.” – “My clients want national buys—transit is not national.” – “Clients typically reject transit because of the produc- tion costs involved.” – Other perceptions of Transit: Write in ______ • For what types of advertisers and situations do you feel transit media are appropriate? • For what types of advertisers and situations do you feel tran- sit media are inappropriate? • How does a transit campaign compare in price to cam- paigns in other media? • Recommenders: – What are the reasons you have chosen to recommend transit media? – What other media did you consider as alternatives? – How do you “pitch” transit media to clients? – Can you envision making transit media a more signifi- cant part of the media mix for clients? – In situations in which transit advertising is appropriate, but you have still not recommended it, what prevented you from doing so? • Non-recommenders: What are your reasons for not recom- mending transit media? • Who influences your decision to recommend/not recom- mend transit media? • What could transit media sales reps provide that you would find helpful and supportive of including transit in your media recommendations? • What criteria do you use to evaluate various media in your selection process? • Which media are typically recommended instead of transit? • Are you confident of your creative department’s ability to develop creative for transit? • Among transit media recommenders: How satisfied were you with how transit media performed for your client? • For you to recommend transit media/recommend more transit media, what would have to be different about the medium? • What are some new media with which you are familiar? • What are your perceptions of these new media? A P P E N D I X D Media Planner Pre-Survey Interview Guide

Next: Appendix E - Transit Agency Survey »
Practical Measures to Increase Transit Advertising Revenues Get This Book
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TRB’s Transit Cooperative Research Program (TCRP) Report 133: Practical Measures to Increase Transit Advertising Revenues explores strategies designed to significantly increase transit’s share of total advertising expenditures. The report examines advertising decision makers’ perceptions about current and future transit advertising products and highlights a strategic responsive communications plan designed to improve those perceptions and increase transit revenue.

An executive summary and PowerPoint presentation on this report are available online.


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