2. 考研
  3. 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

admin2012-02-02  47
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)
The train ads were placed among family-oriented TV programs involving nature and America because______.
选项 A、they could focus on meaningful travel experiences
B、they could increase the effectiveness of the TV programs
C、their profits could be increased by some 15 percent
D、most travel-lovers and nervous fliers were believed to be among the audiences
答案D
解析 本题属于细节推断题。从文中第四段可读到：“These ads were strategically placed among family—oriented TV shows and programs involving nature and America in order to most effectively reach target audiences．”为什么火车广告要放在这些电视节目中，因为是想最有效地向目标观众进行宣传。言外之意爱好旅游的人和怕乘飞机者会在这些节目的观众之中。因此D为正确选项。
转载请注明原文地址:https://kaotiyun.com/show/6kna777K
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
随机试题
最新回复(0)