VIA Rail,the Canadian rail company,is taking the gloves off in advertisements and belittling its major competition,which is airline shuttles (frequent daily flights between major Canadian cities).VIA Rail's new name for its frequent between city Metroliner is The Smart Shuttle.Gone are ads that were inner-directed and sold the Metroliner on its leisurely pace.In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings "eyeball-to-eyeball." The campaign,which includes television,radio,print,billboards,and posters in commuter railroad cars,targets business travellers,who,VIA Rail says,incorrectly believe the train takes far longer than the airplane to travel between two cities.One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam.Another shows a business traveller lumbering into the airport during a snowstorm.The announcer says,"Schedule a meeting.Take the shuttle.Then cross your fingers." The poor soul looks up at the departure board and sees a row of "Cancelled" signs.The announcer continues,"Schedule a meeting.Take the Metroliner.Then cross your legs."
-Refer to VIA Rail.What is VIA Rail's careful coordination of all of its promotional activities to present a single,focused communication to its consumers an example of?

Question

Quizplus · Accepted Answer

VIA Rail's careful coordination of all of its promotional activities to present a single, focused communication to its consumers is an example of integrated marketing communications. This is a marketing strategy that involves coordinating various communication channels to deliver a consistent message to the target audience. VIA Rail's use of various advertising channels such as television, radio, print, billboards, and posters in commuter railroad cars, all with a focus on the target audience of business travelers, is an example of integrated marketing communications.

VIA Rail,the Canadian Rail Company,is Taking the Gloves Off in Advertisements