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OCR for page 96
C-1
APPENDIX C
Advertising Sales Contractor Interview Guide
July 2, 2007 Bus vs. bus + train
Primary audiences of the routes
· How do you explain the current growth in transit advertis- Clean vs. poorly maintained
ing sales? 4. Selling tools falling short
· Is it more attributable to growth from national advertisers No circulation numbers
or from local advertisers or both? No all-route visual
· Which group is responsible for driving the largest $volume Guides explaining all the products, showings, etc.
of transit ad purchasing by advertisers: not good enough (it's a technical sell)
The media divisions of the giant media companies? 5. Sales effort sometimes not completely and exclusively
Independent media planning & buying agencies? focused on transit
The direct sales activities of the ad sales contractors? 6. Poor quality of display venues/environments
· How do you/your sales force get customers excited about 7. Lack of understanding of medium among media
transit? planners
· How much do you agree/disagree that each of the follow- 8. Lack of product news, excitement
ing is an obstacle to greater transit ad sales: 9. High minimum guarantees in contracts that preclude
1. Lack of media effectiveness measures additional sales people, capital investment
2. Lack of attention/aggressiveness on part of TA to: 10. (RESULT of WEAK DEMAND) price points hard to
Try new things maintain for transit, especially since it is often bundled
Put a high ranking person in charge so decisions with other media just to move it
can be made 11. Lack of relationship between sales contractor and TA
Have a commercial mindset in all decisions (e.g., 12. Advertiser perceptions (or expected perceptions on the
bus design) part of the media planner) that transit media is seen only
3. Inconsistency of product from 1 market to another by the (downscale) riders of public transportation
