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