Practical Measures to Increase Transit Advertising Revenues (2009)

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72 Aided (brand awareness): In market research, subjects are asked to recall brands with and without stimulus, i.e., a prompt of some sort. Aided recall measures the percent of subjects that recall the brand with stimulus. Bus kings: A form of transit advertising that appears on the exterior of a bus, below the windows and covering most of the available bus side between the wheel wells: typically 30” high × 144” wide (wider than bus queens). Bus queens: A form of transit advertising that appears on the exterior of a bus, below the windows and covering most of the available bus side between the wheel wells: typically 30” high × 88” wide (not as wide as bus kings). Bus wraps: A form of bus advertising in which the entire bus is literally wrapped in the advertising material. Competitive set: A marketing term referring to the group of competi- tors that a typical consumer would view as a substitute for a given product. For example, in Cheerios competitive set are all the other whole grain all-family ready-to-eat cereals. Cost per thousand audience members: CPM is the standard measure of value for media. Daypart: Broadcast media separate the advertising day into distinct time periods, each of which is a daypart. Dayparts vary in cost to the advertiser depending on the desirability of the audience typi- cally reached during that daypart (e.g., morning drive time reaches commuters). Flighting: Flighting refers to the scheduling of advertising. Advertisers can purchase media to run ads on a continuous basis or in discrete periods of time known in the media industry as flights. When adver- tising is flighted, it is on for a while, then it stops, then it resumes, then it stops, etc. Place-based media (interior/exterior): The category of media types that are located at specific locations or types of locations; for example, stadium advertising is place based, as is airport advertising. Many net- works of media are emerging in types of establishments, including restaurants and grocery stores. These too are place-based media. Station domination: A specific product offering within transit media that includes the majority of ad placements within a transit station. This type of advertising is believed to have a dramatic impact on consumers, as they are in effect surrounded by ads for a single product, all hanging or posted on every available advertising slot in a given station. Street furniture: The physical structures found in outdoor public locations—bus benches, bus shelters, telephone kiosks, street kiosks—that offer advertising space. Two-sheets: In-station transit advertising in the form of a large wall poster that fits inside a permanent frame: typically 46” high × 60” wide. Unaided (brand awareness): In market research, subjects are asked to recall brands with and without stimulus, i.e., a prompt of some sort. Unaided recall measures the percent of subjects that are able to recall the brand without stimulus or prompting. Glossary