Click for next page ( 72


The National Academies | 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 71
71 References 1. Schaller, Bruce, TCRP Synthesis of Transit Practice 51: Transit 14. Reid, Leonard N., Karen Whitehill King, Hugh J. Martin and Advertising Sales Agreements. Transportation Research Board of the Hyeonjin Soh, "Local Advertising Decision Makers' Perceptions of National Academies (2004). Media Effectiveness and Substitutability." Journal of Media Econom- 2. Outdoor Advertising Association of America, www.oaaa.org. ics, Volume 18, Issue 1 (January 2005) p. 43. Accessed: June 2008. 15. Ives, Nat, "Forecast for '08 is OK, but Only Online Shines." Advertis- 3. Elliott, Stuart, "Ad Spending Forecast Lowered Again." www. ing Age (December 3, 2007). NYTimes.com (July 9, 2008). 16. Mandese, Joe, "Bright Forecast for DOOH." Digital Outsider 4. Coen, Robert, "Advertising Outlook Report 2008: Midyear Update." (August 8, 2008). Universal McCann (June 2008) and www.tns-mi.com (July 2008). 17. Coen, Robert, "Advertising Outlook Report 2007: Midyear Update." 5. "Beyond the 30 Second Spot: Marketers Adding Alternatives to Universal McCann (June 2007) p. 2. Television Advertising." www.MarketingToday.com (March 22, 18. Bachman, Katy, "OOH Revenue Takes a Tumble." ADWEEK 2006). (March 13, 2009). 6. "Outdoor Goes Digital." Media Week (April 24, 2007). 19. Bachman, Katy, "PQ: Alternative Out-of-Home Media Booming." 7. Miles, Laureen, "Special Report; Outdoor." ADWEEK (September Media Week (April 30, 2007). 27, 2007). 20. Ovide, Shira, "Banner Year for Billboard Ads." The Wall Street 8. Silverberg, Beverly R., TCRP Synthesis of Transit Practice 32: Tran- Journal (January 10, 2007). sit Advertising Revenue: Traditional and New Sources and Structures. 21. Tsiantar, Dody. "Getting on Board: An Old Advertising Medium is Transportation Research Board of the National Academies (1998). Being Reinvented." Time (April 10, 2006). 9. "Arbitron to Develop Outdoor Audience Ratings System; Out- 22. Dye, Patrick, "Outdoor--Top 10 Outdoor Trends." Media Week door Industry Needs Study Underscores Desire for Better Outdoor (March 26, 2008). Audience Data." Business Wire (June 20, 2002). 23. Clifford, Stephanie, "The Train is Coming. And With It, More 10. Traffic Audit Bureau for Media Measurement, TAB/ANA Survey Ads." The New York Times (October 17, 2008) p. B3. of National Advertisers' View of Out of Home Advertising (Novem- 24. Wachovia Capital Markets, "Outdoor's New Measurement Cur- ber 2005). rency." (January 30, 2007). 11. "OAAA/Posterscope--Mentos Pre/Post Outdoor Advertising Effec- 25. Interactive Advertising Bureau, "About the IAB." www.iab.net. tiveness Internet Study and Test of Methodology." Norman Hecht Accessed: December 2007 and June 2008. Research (October 8, 2007) p. 3. 26. "Randall Rothenberg to Lead IAB," www.ZDNet.com (December 12. Breese, Ann L. and Donald E. Bruzzone, "OOH vs. Other Media: 5, 2006). Getting Comparable ROIs from Tracking." Paper presented at 27. "Measurement Guidelines and Measurement Certification: Over- ARF/ESOMAR WAM Out of Home Conference, Los Angeles, CA view." www.iab.net. Accessed: June 2007. (June 2003). 28. "Interactive Advertising: At the Center of Every Powerful Cam- 13. Carroll Media Services, Advertising Effectiveness Study for Atlanta paign." www.iab.net. Accessed: June 2007. MARTA Bus TV Screens (June 2007). 29. "Mission & Overview." www.thecab.tv. Accessed: June 2007.