Below is the uncorrected machine-read text of this chapter, intended to provide our own search engines and external engines with highly rich, chapter-representative searchable text of each book. Because it is UNCORRECTED material, please consider the following text as a useful but insufficient proxy for the authoritative book pages.
CONTENTS 1 SUMMARY 3 CHAPTER ONE INTRODUCTION Methodology, 3 Organization of the Report, 4 5 CHAPTER TWO CURRENT PRACTICES IN TRANSIT ADVERTISING Accepting Transit Advertising, 5 Types of Transit Displays, 5 Use of Advertising Space, 11 Methods of Selling Transit Advertising Space, 13 Media Trades, 14 15 CHAPTER THREE MARKET FOR TRANSIT ADVERTISING Recent Developments in Outdoor Advertising, 15 Transit Advertising Sales Contractors, 16 Competition for Transit Advertising Sales Contracts, 17 18 CHAPTER FOUR ADVERTISING RATES AND REVENUES Advertising Rates, 18 Revenues Derived from Advertising, 19 25 CHAPTER FIVE CONTRACTING ISSUES Multiple Versus Single Contract, 25 Request for Proposal Process, 26 Contract Terms, 26 30 CHAPTER SIX ADVERTISING ACCEPTANCE POLICIES Advertising Policies, 30 Rejecting Advertisements, 32 33 CHAPTER SEVEN CASE STUDIES IN NONTRADITIONAL FORMS OF TRANSIT ADVERTISING Bus Wraps, 33 Station Dominance, 34 Video Screens and Electronic Signs, 34 In-Tunnel Advertising, 36
39 CHAPTER EIGHT CONCLUSIONS 42 REFERENCES 43 BIBLIOGRAPHY 44 APPENDIX A SURVEY QUESTIONNAIRE 50 APPENDIX B SURVEY RESPONDENTS 52 APPENDIX C SAMPLE REQUESTS FOR PROPOSALS 76 APPENDIX D SAMPLE ADVERTISING PLACEMENT REPORTS 80 APPENDIX E SAMPLE ADVERTISING ACCEPTANCE POLICIES
