Transit Advertising


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Overview of Transit Advertising:


Transit advertising is not a new form of advertising; however, it is now one of the fastest growing form of advertising as of recently. Transit advertising is a form of out-of-home advertising and it is not necessarily limited to transit vehicles. It includes the interiors and exteriors of buses, taxis, subways, bus shelters, and the walls of subway stations (OAAA, 2009). Transit advertising is a good way to reach almost any audience. Anyone walking along the street can see an advertisement on a public transit vehicle, so the audiences are vast. There is, however, a large amount of clutter of transit advertisements. Transit advertising is a good way for almost any product or service to be advertised and it is very versatile.

===Pros of Transit Advertising
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One positive of transit advertising is that the audiences are very broad and can put an advertisement in front of almost anyone that is on the street. Also, there is a high reach and frequency when it comes to transit advertising, because the advertisements are put in front of a large audience and if people use the same form of transit many times a day, they are seeing the same advertisements over and over again. Finally, transit advertising is a relatively low cost form of advertising.
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Cons of Transit Advertising


One major negative of transit advertising is that there is a lot of clutter in the larger cities. With so many taxis and buses in one city, there is a good chance that an advertisement, no matter how good it is, can be lost in the crowd. Also, there is a large amount of upkeep and monitoring required. Often, transit advertising can become dirty, broken, or defaced with graffiti ((Sissor & Baron, 2002).






Costs of Transit Advertising


The cost of advertising usually varies and depends on several factors. First, the location or the city that the advertisement is being placed. If the advertisement is being placed in a large city, then it will usually cost more. And the opposite, smaller city leads to usually a smaller price, is often true. Secondly, the form of transit advertising taken, whether it is bus, subway, taxi, etc. Third and finally, the size and quality of the advertisement is a factor in the price. There is normally never one definite price from city to city and company to company.






Examples and Stories:

In the movie, 13 going on 30 , a contemporary women's magazine, Poise, redesigns the entire structure in order to attract readers from their competition magazine, Sparkle. With new pictures and layouts unlike any before, Poise ends up selling the new and unique pictures to Sparkle who then decides to advertise for the revamped magazine through transit advertising, on a city bus in New York City. Advertising through the city bus ensures Sparkle that they have a very high reach audience.

Bibliography
Gray, J. (2009, April 17). 'Suicide' ad irks transit authority; Virgin Radio pulls controversial campaign at Toronto's request. The Globe and Mail (Canada), A3, Retrieved from http://www.lexisnexis.com.www.libproxy.wvu.edu/us/lnacademic/results/docview/docview.do?docLinkInd=true&risb=21_T7746132970&format=GNBFI&sort=RELEVANCE&startDocNo=1&resultsUrlKey=29_T7746132979&cisb=22_T7746132978&treeMax=true&treeWidth=0&csi=303830&docNo=1

Greenburg, Z.O. (2009, March 3). Take your brand for a ride. Forbes, 183(4), Retrieved from http://web.ebscohost.com.www.libproxy.wvu.edu/ehost/detail?vid=1&hid=108&sid=4d8fc27e-2c7b-4f9a-9f3d-e5265350717a%40sessionmgr112&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=buh&AN=36549928#db=buh&AN=36549928

Kobliski, K.J. (2005, March 18). The Advantages of transit advertising. Entrepeneur Business & Small Business Home, Retrieved from http://www.entrepreneur.com/advertising/howtoguides/article76826.html

*Lamar Outdoor, LO. (2009). Retrieved from http://www.lamaroutdoor.com/index.html

NYC Department of City Planning, NYCDCP. (2009). Retrieved from http://www.nyc.gov/html/dcp/home.html

*Outdoor Advertising Association of America, OAAA. (2009). Retrieved from http://www.oaaa.org/

Quinn, P. (2008, November 3). Transit ads enter the digital age; cta testing video displays; expects new revenue of $101 million. Crain's Chicago Business, Retrieved from http://www.lexisnexis.com/us/lnacademic/results/docview/docview.do?docLinkInd=true&risb=21_T7735786414&format=GNBFI&sort=RELEVANCE&startDocNo=1&resultsUrlKey=29_T7735786436&cisb=22_T7735786435&treeMax=true&treeWidth=0&csi=8099&docNo=6

Sissors, J.Z., & Baron, R.B. (2002). Advertising media planning. New York, NY: McGraw-Hill.


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