Amtrak Is Taking the Gloves Off in Advertisements and Belittling

question 135

Multiple Choice

Amtrak is taking the gloves off in advertisements and belittling its major competition,which is the airline shuttles.Amtrak's new name for its Metroliner is The Smart Shuttle.Gone are ads that were inner-directed and sold the Metroliner on its leisurely pace.In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings "eyeball-to-eyeball." The campaign,which includes television,radio,print,billboards,and posters in commuter railroad cars,targets business travelers,who,Amtrak says,incorrectly believe the train takes far longer than the airplane to travel between two cities.One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam.Another shows a business traveler lumbering into the airport during a snowstorm.The announcer says,"Schedule a meeting.Take the shuttle.Then cross your fingers." The poor soul looks up at the departure board and sees a row of "Canceled" signs.The announcer continues,"Schedule a meeting.Take the Metroliner.Then cross your legs."
-Refer to Amtrak.The plan to optimally utilize television,radio,print,and out-of-home vehicles to target business travelers is called a:

• A) promotional strategy
• B) marketing mix
• C) promotion goal
• D) selling plan
• E) publicity plan

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Definitions:

Uppermost Mantle

The top layer of the Earth's mantle, directly beneath the Earth's crust, involved in tectonic plate movements and magma generation.

Isostasy

The condition of equilibrium, comparable to floating, of the crust resting on the solid mantle.

Equilibrium

A state of balance between opposing forces or actions.

Asthenosphere

The area of mantle beneath the lithosphere that is solid, but hotter than the rock above it and can flow under pressure; functions as a soft, weak zone over which the lithosphere may move.