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

---

Definitions:

Private Ownership

The holding of assets by non-governmental entities or individuals, allowing control and earning potential from those assets.

Soviet Union

A former federal socialist state in Eurasia that existed from 1922 to 1991, made up of 15 republics, and was the largest country in the world.

Competition

The rivalry among sellers trying to achieve such goals as increasing profits, market share, and sales volume.

American Industry

Refers to the manufacturing and economic sectors of the United States which contribute to its Gross Domestic Product (GDP).