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
2016-03-06
56
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://kaotiyun.com/show/L7na777K
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
假定一个公司正在考虑是否投资生命周期为5年,初始投资额为10000元的项目。已知项目按直接法提取折旧,项目每年净现金流入3500元。公司所得税率TC为34%,无风险利率RB为10%,完全权益资本成本RD为20%。[中国人民大学2011研]假设该公司能够
解释金本位制度时期外汇供求与汇率形成的理论是()。[中央财经大学2011金融硕士]
阅读以下材料后分析:(1)绿色壁垒的合理性在哪里?(2)中国汽车企业应对“绿色壁垒”的对策有哪些?美、日、欧围绕汽车的“绿色壁垒”展开论争最近,在美国,西欧主要国家以及日本之间,又展开了建立汽车贸易壁垒的新较量,这标志着世界汽车三大市场之间的贸
请举例说明新贸易保护主义对我国企业的影响。
Happinesscanbedescribedasapositivemoodandapleasantstateofmind.Accordingtorecentinvestigations,sixtytoseventy
Conventionalwisdomaboutconflictseemsprettymuchcutanddried.Toolittleconflictbreedsapathy(冷漠)andstagnation(呆滞).
In1985whenaJapanAirLines(JAL)jetcrashed,itspresident,YasumotoTakagi,calledeachvictim’sfamilytoapologize,and
Accordingtoasurvey,whichwasbasedontheresponsesofover188,000students,today’straditional-agecollegefreshmenare"
Whydoescreamgobadfasterthanbutter?Someresearchersthinktheyhavetheanswer,anditcomesdowntothestructureofthe
广播电视中声音的三大类是语言、音乐、()。
随机试题
青舌黄苔的主病是()(1999年第15题)
道德反映社会现实特别是反映社会经济关系的功效和能力,被称为道德的
下列关于结账说法正确的是()。
报关企业以直接代理方式办理报关纳税手续的,其法律后果将间接作用于报关企业。报关企业接受其委托人的委托,以间接代理方式办理报关纳税手续的,其法律后果将直接作用于报关企业。
商业银行的风险对冲分为()。
货币政策的最终目标包括()。
咨询方案中需要明确的咨询师的权利是()。
试述操作技能形成的阶段。
戊戌维新运动不是偶然的,它的发生有其深刻的历史背景,主要有()
编译程序中语法分析器接受以(29)为单位的输入,并产生有关信息供以后各阶段使用。(30)、LR分析法和(31)是几种常见的语法分析技术,其中(30)和LR分析法属于自下而上分析法,而(31)属于自上而下分析法。LR分析法有SLR(1)、LR(0)、LR(1
最新回复
(
0
)