Amtrak was experiencing a downswing in ridership 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 . 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.
31.What s the author s purpose in writing this passage?
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.
32.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
33.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
34.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
35.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
答案:31.D 32.B 33.C 34.D 35.A
每日雅思词汇:睡眠问题
每日雅思词汇:陨石雨
每日雅思词汇:hell 俚语
每日雅思词汇:smoking
每日雅思词汇:take 词组
每日雅思词汇:恋爱关系
雅思专业加分词汇:现代科技和大众媒体
每日雅思词汇:英语中的意大利语借词
每日雅思词汇:进退两难的处境
雅思词汇:常见形近义远词汇辨析
每日雅思词汇:on的短语搭配
每日雅思词汇:前缀记单词-pre
每日雅思词汇:啄木鸟
每日雅思词汇:常吃却不知道名字的蔬菜
每日雅思词汇:fall
每日雅思词汇:一张纸
每日雅思词汇:心情低落
每日雅思词汇:含有in的短语
每日雅思词汇:教师节词汇
每日雅思词汇:常用的标点符号
每日雅思词汇:乱穿马路
每日雅思词汇:形状词汇
每日雅思词汇:各种鸟儿
每日雅思词汇:反序词
每日雅思词汇:肢体语言
每日雅思词汇:品酒词汇
每日雅思词汇:爱书人必备词汇
每日雅思词汇:各种学生怎么说
每日雅思词汇:热门选秀节目
每日雅思词汇:古希腊文明史
不限 |
英语教案 |
英语课件 |
英语试题 |
不限 |
不限 |
上册 |
下册 |
不限 |