Click for next page ( 56

The National Academies of Sciences, Engineering, and Medicine
500 Fifth St. N.W. | Washington, D.C. 20001

Copyright © National Academy of Sciences. All rights reserved.
Terms of Use and Privacy Statement

Below are the first 10 and last 10 pages of uncorrected machine-read text (when available) of this chapter, followed by the top 30 algorithmically extracted key phrases from the chapter as a whole.
Intended to provide our own search engines and external engines with highly rich, chapter-representative searchable text on the opening pages of each chapter. Because it is UNCORRECTED material, please consider the following text as a useful but insufficient proxy for the authoritative book pages.

Do not use for reproduction, copying, pasting, or reading; exclusively for search engines.

OCR for page 55
55 17 presented. Transit media's next highest ratings were "is nificantly increase the likelihood of their recommending easy to learn and stay on top of" (14th in desirability) and more transit advertising. "offers 24-hour exposure" (16th in desirability). Finding: Media planners are not receiving sales materials or Advertiser Interviews demographic data they view as effective. Even though researching the attitudes of advertisers was not this project's main focus, the research team felt it was Media planners gave sales representatives low ratings on critical to tap into their thinking about transit advertising. providing useful demographic data and providing effective Representatives of 14 advertisers in several different indus- selling materials. tries were interviewed. Usage of transit media was not a requirement of participation. The research team required Finding: Media planners' satisfaction with sales representa- only that the interviewee was the person responsible for tives is mixed. selecting the media that go into the company's media plans and that out-of-home media were among the media they Sixty-one percent of all media planners surveyed are satis- could consider using. fied with their transit sales representatives. Thirty percent of The discussion guide for these 30-minute telephone calls all media planners surveyed are only somewhat satisfied, and included many of the same topics researched among media 9% are not-at-all satisfied. planners: Finding: Media planners with transit-dedicated sales represen- The media objectives transit is most effective at achieving tatives are more satisfied than media planners whose The image of transit media representatives sell multiple media. The nature of their experience with transit media The importance of audience measurement data Half of the media planners in the study have sales repre- How to improve the attractiveness of transit advertising sentatives who sell only transit advertising. The other half have transit representatives who sell transit along with other The research team spoke mostly with marketing vice media--most likely other out-of-home media. Whereas presidents and directors for companies in a fairly wide range 31% of media planners with transit-dedicated representa- of industries. The companies included two global beverages tives were very or extremely satisfied with their representa- companies, a global maker of networks and communica- tives, only 17% of the media planners with multi-media tions technology, a global computer manufacturer, a global sales representatives were. On the negative side, 34% of media planners with transit-dedicated representatives were satellite television provider, a national consumer electron- somewhat or not-at-all satisfied with their representatives, ics retailer, a national business software company, a regional and 43% of the media planners with multi-media sales rep- pharmacy chain, a local television station, two local hospi- resentatives were. tals, and a statewide social services agency. Please note that the small number of respondents, combined with the vari- Finding: Media planners' top suggestions for increasing transit ety of industries they represent, make this sample far from advertising's attractiveness were to develop an audi- representative. Therefore these interviews were used for ence measurement system and introduce innovative confirmation and elaboration of findings from the media new products. planner study. Beyond these top two suggestions, respondents' sugges- Media Objectives for which tions fell into the following categories: the cost of transit Transit is Appropriate media, the production costs associated with transit media, sales, the image of transit media and the topics of availability Advertisers view transit advertising as a way of building and flexibility. awareness for their product or service. However, these adver- tisers still see transit advertising as "an ornament on a solid Finding: Media planners' preferences for new advertising foundation." Transit is supplemental, a "nice to have," but products point to digital. among the first things to get cut if dollars run short. Adver- tisers are open to transit when they are introducing a new Sixty percent of respondents said that digital displays on product or program, and want to saturate the population of platforms, in stations and on bus/railcar interiors would sig- a defined area with their message. Several even spoke of the