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B-1 October 2, 2007 Image ⢠What is your image of transit media? ⢠Does it differ from your image of other OOH media? If yes, how so? ⢠Who do you think is the target audience for transit media? ⢠Do you think of transit as a national or local medium? Media Planning/Purchasing Process ⢠Do you advertise nationally, regionally/locally, or both? ⢠How do you purchase media? (in-house vs. agency?) ⢠What types of media do you [they] purchase [on your behalf]? ⢠Who selects the different types of media? Can you explain the planning process? ⢠Do you ever request certain media? ⢠Do you ever specify that youâd like to use transit or is it rec- ommended to you? ⢠When you purchase transit, is it part of a package of out- door media or is it purchased on a standalone basis? â Do you make one purchase for the year or purchases on an ad hoc basis? â Are the purchases of transit media planned or purely opportunistic? ⢠Who develops the âcreativeâ for Transit? Usage of Transit ⢠Do you have a typical media plan? or does it vary? â If it varies, under what circumstances? (probe for differ- ent campaign objectives) ⢠Have you used OOH? ⢠What percent of your total media spend is allocated to OOH? ⢠Have you used Transit media? IF NO, why not? IF YES: ⢠Has your usage changed/increased over time? ⢠Were you reluctant to try transit? If so, why? ⢠What percent of your total media spend is allocated to Transit media? ⢠If you have used Transit, what was the objective of the campaign? ⢠What do you think are the best applications for Transit? â Driver of campaign or supplemental? â Build/extend reach or frequency? â Launch of a new product? â âHeavying upâ in a certain geography? Attributes/Benefits ⢠What are the benefits of transit? ⢠Do the benefits differ from other OOH media? What about BB? Barriers ⢠What do you see as obstacles for using transit media on a larger scale or more frequent basis? Metrics/Measurement ⢠How important are metrics in selecting media? ⢠Are you feeling increased pressure internally to measure your media effectiveness? A P P E N D I X B Advertiser Interview Guide
⢠In your current media mix, how much of it do you cur- rently measure? ⢠Do you feel your current media mix is effective? ⢠Would your usage of transit media increase if a measure- ment system was established? Satisfaction with Transit ⢠How confident are you that transit delivers impact for your business? (more or less than with other media?) ⢠Did it meet your expectations or fall short? ⢠Did you see an impact on your business/organization? New Media ⢠How has digital advertising changed your media choices, if at all? ⢠Do you generally look for innovative/non-traditional types of media for your advertising needs? or do you tend to stick w/ more traditional media? ⢠How much of your media budget is spent on new media? ⢠How much has that increased over the years? ⢠What new media formats in transit are you aware of? ⢠Are any appealing to you? Satisfaction with the Sales/Purchasing Process ⢠How do you learn about transit media? ⢠Are you ever approached by advertising sales contractors or the transit agencies themselves? IF YES TO ASCs: ⢠How satisfied are you with the sales representative present- ing transit? ⢠Are the benefits of the medium clear to you? ⢠How do they compare to other media sales reps? Competitors of Transit ⢠What else did you consider doing with the budget you spent on transit? ⢠Do any of the new outdoor media threaten to take the place of transit in your plan? Other ⢠What are the top 2-3 marketing challenges or concerns you face as a marketer in your company today? B-2