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From page 22... ... Sample Design Knowledge of the media planning industry, along with the information gained from the preliminary interviews with media planners and advertising sales contractors, led to the following sample design: • 75 generalist media planners – 38 with clients who are predominantly national advertisers – 37 with clients who are predominantly regional and local advertisers • 75 out-of-home media specialists – 37 with clients who are predominantly national advertisers – 38 with clients who are predominantly regional and local advertisers The assumptions were that generalist media planners would not be as familiar with transit media as out-of-home media specialists and that greater approval and greater usage can go along with greater familiarity; therefore, the samples in these two segments needed to be large enough to enable comparison of the responses. Similarly, the research team presumed that media planners working with clients who advertise nationally would have different perspectives on transit media than media planners working with clients who advertise regionally and locally. Read the entire page →
From page 23... ... For example, respondents were asked for the degree to which they agreed with the statement, "I'm comfortable recommending transit media to clients." The survey also asked about transit's competitive set: was transit most often competing for media dollars versus other outof-home media or versus all other media? Also in this section, one of the few open-ended questions was asked: which consumers do media planners think of as the audience for transit advertising? Read the entire page →
From page 24... ... The interview guide is attached as Appendix B Advertising Sales Contractor Interviews Whereas media planners and advertisers are the buyers of transit media, advertising sales contractors are in many instances the sellers. Read the entire page →

From page 22...

... Sample Design Knowledge of the media planning industry, along with the information gained from the preliminary interviews with media planners and advertising sales contractors, led to the following sample design: • 75 generalist media planners – 38 with clients who are predominantly national advertisers – 37 with clients who are predominantly regional and local advertisers • 75 out-of-home media specialists – 37 with clients who are predominantly national advertisers – 38 with clients who are predominantly regional and local advertisers The assumptions were that generalist media planners would not be as familiar with transit media as out-of-home media specialists and that greater approval and greater usage can go along with greater familiarity; therefore, the samples in these two segments needed to be large enough to enable comparison of the responses. Similarly, the research team presumed that media planners working with clients who advertise nationally would have different perspectives on transit media than media planners working with clients who advertise regionally and locally.

Read the entire page →

From page 23...

... For example, respondents were asked for the degree to which they agreed with the statement, "I'm comfortable recommending transit media to clients." The survey also asked about transit's competitive set: was transit most often competing for media dollars versus other outof-home media or versus all other media? Also in this section, one of the few open-ended questions was asked: which consumers do media planners think of as the audience for transit advertising?

Read the entire page →

From page 24...

... The interview guide is attached as Appendix B Advertising Sales Contractor Interviews Whereas media planners and advertisers are the buyers of transit media, advertising sales contractors are in many instances the sellers.

Read the entire page →

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