首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
考研
Amtrak (美国铁路客运公司) was experiencing a downswing in ridership (客运量) along the lines comprising its rail system. Of major concern t
Amtrak (美国铁路客运公司) was experiencing a downswing in ridership (客运量) along the lines comprising its rail system. Of major concern t
admin
2012-02-02
24
问题
Amtrak (美国铁路客运公司) was experiencing a downswing in ridership (客运量) along the lines comprising its rail system. Of major concern to Amtrak and its advertising agency DDB Needham, were the long-distance western routes where ridership had been declining significantly.
At one time, trains were the only practical way to cross the vast areas of the west. Trains were fast, very luxurious, and quite convenient compared to other forms of transportation existing at the time. However, times change and the automobile became America’s standard of convenience. Also, air travel had easily established itself as the fastest method of traveling great distances. Therefore, the task for DDB Needham was to encourage consumers to consider other aspects of train travel in order to change their attitudes and increase the likelihood that trains would be considered for travel in the west.
Two portions of the total market were targeted; 1) anxious fliers—those concerned with safety, relaxation, and cleanliness and 2) travel-lovers—those viewing themselves as relaxed, casual, and interested in the travel experience as part of their vacatioa The agency then developed a campaign that focused on travel experiences such as freedom, escape, relaxation, and enjoyment of the great western outdoors. It stressed experiences gained by using the trains and portrayed western train trips as wonderful adventures.
Advertisements showed pictures of the beautiful scenery that could be enjoyed along some of the more famous western routes and emphasized the romantic names of some of these trains (Empire Builder, etc.). These ads were strategically placed among family-oriented TV shows and programs involving nature and America in order to most effectively reach target audiences. Results were impressive. The Empire Builder, which was focused on in one ad, enjoyed a 15 percent increase in profits on its Chicago to Seattle route. (307 words)
To encourage consumers to travel by train, DDB Needham emphasized______.
选项
A、the freedom and convenience provided on trains
B、the practical aspects of train travel
C、the adventurous aspects of train trips
D、the safety and cleanliness of train trips
答案
C
解析
本题属于细节判断题。A中“convenience”不是广告中宣传的火车特点。为了鼓励游客多乘火车,广告公司更多的是宣传火车沿途的西部风光,乘火车旅行的感受,而不是旅行的便利。文中曾含蓄地提到了火车具有安全和干净的特点,但只是间接的,不是强调地提出(emphasized)。因此看来,A、B、D均不是正确选项,C为正确选择,且可在第三段最后一句找到依据。
转载请注明原文地址:https://jikaoti.com/ti/bdbUFFFM
本试题收录于:
艺术硕士(艺术基础)题库专业硕士分类
0
艺术硕士(艺术基础)
专业硕士
相关试题推荐
假设美国共同基金突然决定更多地在加拿大投资,那么()。(清华大学金融学综合2015年)
下面哪项会减少中国净支出?()(清华大学金融学综合2015年)
结合金融监管制度论述我国如何加强金融风险监管。
试从金融压抑和金融发展的角度论述我国金融改革的意义。
货币政策的中介目标可以分为数量型和价格型中介目标两种,有人认为目前的中国,数量型货币政策指标的有效性下降,应该放弃数量型目标而选用利率型目标。请论述你对此的理解。
Dogsaresocialanimalsandwithoutpropertraining,theywillbehavelikewildanimals.Theywillspoilyourhouse,destroyyou
Inthe1960s,medicalresearchersThomasHolmesandRichardRahedevelopedachecklistofstressfulevents.Theyappreciatedthe
Inthe1960s,medicalresearchersThomasHolmesandRichardRahedevelopedachecklistofstressfulevents.Theyappreciatedthe
Signhasbecomeascientifichotbutton.Onlyinthepast20yearshavespecialistsinlanguagestudyrealizedthatsignedlangu
"Hi,there.How’sitgoing?""Oh,fine.Fine.Howaboutthisweather,huh?""Well,Iguesswecanalwaysusetherain."
随机试题
下列哪些是输血后发热反应的可能原因
以下四个主体的行为违反《证券法》相关规定的有哪些?()
发生在由于近期活跃的自然地理过程,如冰川退缩或侵蚀发生的那些地区的演替称为()。
下列各项中,属于会计档案的有()。
在特别纳税调整中,对企业实施不具有合理商业目的而获取税收利益的避税安排,税务机关有权实施的调整方法有()。
TheleadersofDetroit’sstrugglingBigThreeautomakersareappearingbeforetheSenatetoday,whereprospectsof¥25billioni
下列哪一项是原位癌的主要特征
Choosethecorrectletter,A,BorC.WhydidHelenfindherworkplacementtiring?
Resourcescanbesaidtobescarceinbothanabsoluteandrelativesense:thesurfaceoftheEarthisfinite,imposingabsolute
Theterm“qualityoflife”isdifficulttodefine.It【C1】______averywidescopesuchaslivingenvironment,health,employment,
最新回复
(
0
)