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D-1 APPENDIX D Media Planner Pre-Survey Interview Guide June 6, 2007 For what types of advertisers and situations do you feel tran- sit media are inappropriate? Are your clients primarily national advertisers, regional or How does a transit campaign compare in price to cam- local advertisers, or both? paigns in other media? Have you ever/Do you currently recommend transit adver- Recommenders: tising to clients? What are the reasons you have chosen to recommend How many cities constitute a national buy, generally? transit media? What are your general perceptions of transit advertising? What other media did you consider as alternatives? How have your perceptions changed in the past two to How do you "pitch" transit media to clients? three years? Can you envision making transit media a more signifi- Do you ever recommend transit as a standalone? Or is it cant part of the media mix for clients? mostly offered bundled with other media? Is it bundled In situations in which transit advertising is appropriate, always with other OOH media? but you have still not recommended it, what prevented Do you see any advantages to transit relative to billboards? you from doing so? Which media are substitutes for transit media? Or-- Non-recommenders: What are your reasons for not recom- which other media are in the same consideration set as mending transit media? transit media? Who influences your decision to recommend/not recom- How strongly do you agree or disagree with the following mend transit media? statements (a sample list): What could transit media sales reps provide that you would "I don't know enough about transit media to make me find helpful and supportive of including transit in your comfortable recommending it to clients." media recommendations? "I'm not comfortable recommending transit because What criteria do you use to evaluate various media in your there are no measurements to make the case for effec- selection process? tiveness and efficiency." Which media are typically recommended instead of "Transit is a downscale venue--unless you want to risk transit? damaging your brand image, I wouldn't recommend Are you confident of your creative department's ability to using it." develop creative for transit? "Transit advertising is not as efficient as most media." Among transit media recommenders: How satisfied were you "My clients want national buys--transit is not national." with how transit media performed for your client? "Clients typically reject transit because of the produc- For you to recommend transit media/recommend more tion costs involved." transit media, what would have to be different about the Other perceptions of Transit: Write in ______ medium? For what types of advertisers and situations do you feel What are some new media with which you are familiar? transit media are appropriate? What are your perceptions of these new media?