Let's analyze one of the train routes in Metro Manila as an advertising medium using its ceiling speakers.

The LRT Line 2, is a 13.8 km mass transit line that traverses five cities in Metro Manila (namely Pasig, Marikina, Quezon City, San Juan and Manila).

Few days back I travelled taking the LRT train from Santolan to Recto.  I noticed their audio reminder.  I also know that the voice talent is my partner (Brian Ligsay) in CADIO.  Upon returning back to Santolan station, I decided to count the number of reminder's repetition.  Below are the details:

1.   LRT Recto:                              left at             11:22 AM Jan. 4, 2013.
      > 1st time heard the LRT Reminder.
2.   LRT Legarda:                          arrived at       11:24 AM Jan. 4, 2013.
3.   LRT Puresza:                         arrived at       11:27 AM Jan. 4, 2013.
4.   LRT V Mapa:                           arrived at       11:29 AM Jan. 4, 2013.
      > 2nd time heard the LRT Reminder.
5.   LRT J Ruiz:                             arrived at      11:31 AM Jan. 4, 2013.
6.   LRt Gilmore:                            arrived at      11:33 AM Jan. 4, 2013.
7.   LRT Betty Go-Belmonte:         arrived at      11:35 AM Jan. 4, 2013.
      > 3rd time heard the LRT Reminder.
8.   LRT Araneta Center-Cubao:   arrived at      11:38 AM Jan. 4, 2013.
9.   LRT Anonas:                           arrived at      11:40 AM Jan. 4, 2013.
      > 4th time heard the LRT Reminder.
10. LRT Santolan:                          arrived at     11:46 AM Jan. 4, 2013.

A total of 25-minute-travelling time.  Once you leave the LRT station, you'll surely remember some of the phrases from its LRT audio reminders.  This four-repetition is effective.  The management of LRT is not aware that what they did was part of the "average staying time" (AST) that I made.  Four-repetition using the AIDA principle (1st Attention, 2nd Interest, 3rd Decision and 4th Action) is really effective.  People got no choice but to hear its LRT reminder.  Passengers tend to look in different directions but their ears are open for audio reminders and commercials.  By the way, each train has its own Public Address System (PAS) from which a recorded computerized announcement of each station stop emanates.  The PAS could transmit music for a relaxing journey.  If they can turn that PAS and reminders into spot commercials; then that would give them additional income.  The Purple Line trains can accommodate up to 1,628 passengers; even if there were elderly and physically disabled on board who are provided with space for their own wheelchairs and mobility tools, alongside the fiberglass reinforced plastic benches.  This is what advertisers need.

04/15/2013 12:16am

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