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VIA Rail,the Canadian Rail Company,is Taking the Gloves Off in Advertisements

question 97

Multiple Choice

VIA Rail,the Canadian rail company,is taking the gloves off in advertisements and belittling its major competition,which is airline shuttles (frequent daily flights between major Canadian cities) .VIA Rail's new name for its frequent between city 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 travellers,who,VIA Rail 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 traveller 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 "Cancelled" signs.The announcer continues,"Schedule a meeting.Take the Metroliner.Then cross your legs."
-Refer to VIA Rail.What do television,radio,print,and out-of-home media represent in the communication process used by VIA Rail?

Definitions:

Market Share

The portion of a market controlled by a particular company or product, often expressed as a percentage of total sales within that market.

Competitive Pressures

The challenge companies face to maintain or improve their position in the market among competitors.

Fresh Food

Refers to food items that have not been processed or preserved, retaining their natural ingredients and nutritional value.

Healthy Fast Food

Fast food offerings designed with health-conscious ingredients and preparation methods to offer healthier dining options.