can someone please answer quision 2

Case Study THE BRAVE NEW WORLD OF SUBWAY ADVERTISING What do American Express, Target Stores, Coca-Cola, the Dis. covery Channel, Cadillac, Minute Maid, the Cartoon Network, Royal Caribbean, and Calvin Klein have in common? They all break through the clutter of traditional ad spaces to grab the at- tention of potential customers. And in the process, they dazzle them right out of the boredom of riding the subway. Subway advertising has been around nearly as long as the suhway itself. But advertising media pioneers Submedia and Sidetrack Technologies give the old venue a new twist. By em- ploying an innovative technology similar to that of a childhood flip book, they illuminate dark subway tunnels and turn them into valuable showcases for major advertisers. At the core of this new method is a series of lit panels that contain static images. The panels occupy 500 to 1,000 feet of space that normally holds only graffiti, grime, and the occa- sional rat. When you view one from a standstill, it appears as a simple still image. But when a subway train passes by, the se ries comes to life for riders as a 15- to 30-second full-motion commercial more than 92 percent of consumers remember the advertised product, whereas only 13 percent have that same level of recall for televisions ads. This means big ad revenues, and not just for the agencies. Mass transit organizations potentially can realize a big source of secondary income when they lease out this un- used real estate. Currently brightening the tunnels of numerous mass tran- sit systems in North and South America, Asia, and Europe, these advertisements represent something every advertiser dreams of: an ad that people go out of their way to look at. In a world that is increasingly skeptical about too much advertising this new platform is an express ride to success. Having just another place to air a commercial might not seem so appealing to advertisers. But in a media environment where consumers increasingly skip or fast-forward through ads, the placement of these messages in subway tunnels presents exceptional possibilities. Advertisers clamor for op- portunities to break through the typical clutter. Since these ads are really unique, they're likely to grab the attention of even the most jaded commuter. "We think this will catch people so to- tally by surprise that when they see them, they can't help but watch them," said Dan Hanrahan, Royal Caribbean's senior vice president of marketing and sales. But the uniqueness of this medium is only part of the formula that makes these ad agencies believe they're on to something. The rest is based on the nature of the subway au- dience: captive and bored, "Everybody overwhelmingly says it takes away from the boredom of the ride," said Joshua Spodek, founder of New York City-based Submedia. "It's not like it's tak ing away from a beautiful view, like a billboard as you're driving around a beautiful area in Vermont A subway tunnel is a semi- industrial environment. Whether it's because the ads give a bored audience some thing to because this new wave of out-of-home advertise cutting-edge, Industry officials claim that the tion has been overwhelmingly positive. Submedia ercent of tiders look forward to seeing the next ment and 50 percent said the act made their Tide these make it easy to believe the damo sine ugencies One estimates it DISCUSSION QUESTIONS CS 5-1 Based on the principles of attention the chapter presents, explain why riders receive these new ads so positively. CS 5-2 Using the same principles, what should the ads cre- ators consider to avoid the potential burnout of this medium? Source: www.subordiaworld.com/submediaworld/Tunnel adhering de 2013 Katy Bachman, "Underground Flin, Melanik 18.10.15 April 2002 Louis M. Brill "Subway In-Tunnel Advertis ing Guidera New Direction www.Sub media compressaccessed Na 2011