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

question 102

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 is VIA Rail's careful coordination of all of its promotional activities to present a single,focused communication to its consumers an example of?

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

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Definitions:

Gross National Product

The total market value of all the goods and services produced by a country's residents and businesses over a specified period.

Net National Product

The total value of all goods and services produced by a country over a specific time period, minus depreciation.

Gross Domestic Product

The aggregate market or monetary value of all completed goods and services produced inside a nation's boundaries over a certain time frame.

Private Consumption

The total value of all goods and services consumed by households and individuals within an economy, excluding government spending and investments.