Amtrak Is Taking the Gloves Off in Advertisements and Belittling

question 54

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.Amtrak's careful coordination of all of its promotional activities to present a single,focused communication to its consumers is an example of:

• A) coordinational promotion
• B) promotional mixing
• C) integrated marketing communications
• D) creative selling
• E) processed marketing

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Definitions:

Required Rate

The minimum return an investor expects to achieve by investing in a particular asset, also known as the required rate of return.

Expected Rate

The return that an investor anticipates or estimates will be achieved over a certain period on an investment.

Demand

The quantity of a good or service that consumers are willing and able to purchase at various prices during a given time period.

Equilibrium

Equilibrium in economics is the point where supply equals demand for a product, resulting in stable prices and volume of sales.