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 vacation. 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.
1.What‘s the author‘s purpose in writing this passage? 【外语教育&网www.for68.com】
A) To show the inability of trains to compete with planes with respect to speed and convenience.
B) To stress the influence of the automobile on America‘s standard of convenience.
C) To emphasize the function of travel agencies in market promotion.
D) To illustrate the important role of persuasive communication in changing consumer attitudes.
2.It can be inferred from the passage that the drop in Amtrak ridership was due to the fact that ________.
A) trains were not suitable for short distance passenger transportation
B) trains were not the fastest and most convenient form of transportation
C) trains were not as fast and convenient as they used to be
D) trains could not compete with planes in terms of luxury and convenience
3.To encourage consumers to travel by train, DDB Needham emphasized ________.
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
4.The train ads were placed among family-oriented TV programs involving nature and America because ________.
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
5.According to the passage, the Empire Builder enjoyed an increase in ridership and profits because ________.
A) the attractiveness of its name and route was effectively advertised
B) it provided an exciting travel experience
C) its passengers could enjoy the great western outdoors
D) it was widely advertised in newspapers and magazines in Chicago and Seattle
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