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Why Railroad TV Commercials?
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<p>[quote user="jeffhergert"]</p> <p>[quote user="Bucyrus"]</p> <p>[quote user="John WR"][quote user="Bucyrus"]<span style="font-family:verdana,geneva;font-size:small;">Today CSX runs ads that make it sound like a big city council. They pitch their concern about safety, community, environment, and wellness. They crow about running the world’s safest and healthiest transportation company. I don’t hear anything about the price of shipping and the speed of delivery. </span> [/quote]</p> <p>I agree. These ads are not intended to get new business. They are intended to shape the image of the railroad with the general public. [/quote]</p> <p><span style="font-family:verdana,geneva;font-size:small;">But why would CSX be concerned about their image with the general public? How does the image help or hurt CSX if it has nothing to do with selling their product?</span></p> <div style="clear:both;"></div> <p>[/quote]</p> <p>So the general public will contact their congressperson and ask them to either support or oppose (as the case may be) legislation on issues involving the railroad. </p> <p>For example, the latest issue of Railway Age magazine had a column about the next round of re-regulation and open access type legislation that's beginning to appear in Congress. If you have a positive view of CSX(or any railroad) you're more likely to ask your congressperson to oppose reregulation, etc. than if you had a negative view of them.</p> <p>Jeff[/quote]</p> <p><span style="font-family:verdana,geneva;font-size:small;">Yes, that is exactly the reason why the railroads advertise. The message is directed at the government by way of the public. </span></p>
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