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Amtrak Is Taking the Gloves Off in Advertisements and Belittling

question 87

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 campaign stresses that the Metroliner is more comfortable and more likely to be on time and run in inclement weather.The promotional campaign focuses on Amtrak's:

Definitions:

Indirect Costs

Expenses not directly tied to a specific project, product, or activity, such as administrative salaries and facility maintenance.

Office Equipment Depreciation

Office equipment depreciation is an accounting method to allocate the cost of office assets over their useful lives for reporting their wear and tear, usage, or obsolescence.

Factory Overhead

The total of all costs that are incurred to manufacture products, excluding the direct costs of labor and materials.

Sales Supplies Used

Pertains to the total cost of sales or promotional materials consumed or utilized during a particular period.