TCRP Report 133:

Practical Measures to Increase Transit Advertising Revenues

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Size: 107 pages, 8.5 x 11

Publication Year:2009

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Authors:
Jane Alpers; Transportation Research Board
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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 ...
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Table of Contents
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Front Matter	i-viii
Summary	1-8	(skim)
Problem Statement	9-9	(skim)
Research Objectives	10-10	(skim)
Literature Review	11-13	(skim)
Media Industry Overview	14-17	(skim)
Promotion Activities of Media Trade Organizations	18-19	(skim)
Marketing and Advertiser Trends	20-21	(skim)
Media Planner Quantitative Research	22-23	(skim)
Transit Agency Survey	24-24	(skim)
Media Planner Quantitative Research	25-54	(skim)
Advertiser Interviews	55-55	(skim)
Advertising Sales Contractor Interviews	56-59	(skim)
Transit Agency Survey	60-61	(skim)
Conclusions	62-63	(skim)
Recommendations	64-68	(skim)
Further Research	69-70	(skim)
References	71-71	(skim)
Glossary	72-72	(skim)
Appendix A - Media Planner Quantitative Survey	73-93	(skim)
Appendix B - Advertiser Interview Guide	94-95	(skim)
Appendix C - Advertising Sales Contractor Interview Guide	96-96	(skim)
Appendix D - Media Planner Pre-Survey Interview Guide	97-97	(skim)
Appendix E - Transit Agency Survey	98-98	(skim)
Abbreviations used without definitions in TRB publications	99-99	(skim)

Description

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.

TCRP Report 133:

Practical Measures to Increase Transit Advertising Revenues

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