OFF-PEAK AD IMPACT STUDY

The Methodology, analytical framework, study findings and media strategy implications of a study to assess the impact of the Queen City Metro's (QCM) "Off-peak" advertising campaign are presented. Data tables and survey questionnaire are also included. Telephone interviews (300) were conducted among 3 groups of off-peak respondents age 18 and over: students; odd-hour workers; and housepersons. A 2-stage random digit dialing sampling procedure was employed. Questions concerning the carrying medium, message recall, perceived communication intent, credibility for medium were asked, as well as OCM usage likelihood and the importance of metro benefits. The study found that future research should involve a 3-stage process consisting of copy development evaluation, pre-, and post-campaign measurements. The study indicated that within a constant level of gross rating points (GRP), greater communication impact may be achieved by varying reach and frequency strategies. It was concluded that frequency needs to be strengthened at the expense of reach within the same overall GRP Levels.

  • Supplemental Notes:
    • Prepared for Southwest Ohio Regional Transit Authority, Queen City Metro Operating Division.
  • Corporate Authors:

    Action Data, Incorporated

    9416 Main Street
    Cincinnati, OH  United States  45242
  • Publication Date: 1979-4-4

Media Info

  • Features: Tables;
  • Pagination: 43 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00307537
  • Record Type: Publication
  • Report/Paper Numbers: UMTA-IT-09-0063
  • Files: TRIS
  • Created Date: Feb 11 1982 12:00AM