VIA,a Canadian railroad company,is taking the gloves off in advertisements and belittling its major competition,which is the airline shuttles.VIA's new name for its 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 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.VIA originated the new campaign.What does VIA represent in the communication process?

Question

Quizplus · Accepted Answer

VIA is the company that originated the new campaign, creating and sending out the message to the target audience. As the sender, VIA is responsible for encoding the message and selecting the appropriate channels to reach its intended audience.

VIA,a Canadian Railroad Company,is Taking the Gloves Off in Advertisements