A SURVEY OF INFORMATIONAL ADVERTISING AND PROMOTIONAL ACTIVITIES OF ONTARIO TRANSIT SYSTEMS AND ATTITUDES OF TRANSIT OFFICIALS

Questionnaires and personal interviews were used to survey the informational, promotional and advertising activities of Ontario urban transit systems and the attitudes of transit officials toward transit marketing. The perceived importance of various marketing elements was determined (e.g., the transit guide -- usually a route map -- was rated most important) and a number of suggestions for improvement were provided (e.g., use of a termination rather than an effective date on transit guides, merchant-produced transit guides, uniform phone book listings for transit information, and two-sided bus stop signs). While there is a desire to spend more on marketing, transit officials are uncertain that additional marketing expenditures are justifiable. A number of inexpensive marketing techniques were presented including examples of merchant promotions and ways to utilize sources of free advertising. Other ideas such as producing a transit magazine might require coordinated effort by transit companies. (Author)

• Corporate Authors:

  Ontario Ministry of Transportation & Communic, Can

  Research and Development Division, 1201 Wilson Avenue
  Downsview, ONo M3M 1J8,   Canada 
• Authors:
  • DESLAURIERS, B
  • Zon, J
• Publication Date: 1977-8

Media Info

• Features: Appendices; Figures; References; Tables;
• Pagination: 75 p.

Subject/Index Terms

• TRT Terms: Advertising; Attitudes; Data collection; Information dissemination; Marketing; Publicity; Surveys; Urban transportation; Utilization
• Subject Areas: Data and Information Technology; Highways; Planning and Forecasting; Research; I10: Economics and Administration; I72: Traffic and Transport Planning;

Filing Info

• Accession Number: 00335416
• Record Type: Publication
• Files: TRIS
• Created Date: Jan 29 1982 12:00AM