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Ok Tim, I'll be the Devil's advocate 1. Why do you think anything is better than nothing? Is not a misplaced message, at best, wasted? At worst, it irritates and the listener doesn't even remember who you are what you were advertising. Personally, I despise the ads that show a tight shot of someone eating and maybe slurping. Those are just so disgusting, but I probably remember the sponsor and what is being advertised. 2. I think the freight claim (damage) you quote is skewed. Most of railroad traffic that is subject to high volume damage claims move by motor carrier, even when you consider the automobile industry. Railroads carry very little, if any, perishables, furniture, livestock, LCL or other breakables. 3. Shouldn't you also remember that the advertising $$$ be subject to the same requirements as other investments, that is, a reasonable return on the investment...the biggest bang for the buck? Likewise, if you would not make a capital investment in equipment you don't need, would you develop an ad campaign that would get you virtually nothing by targeting the wrong audience? 4. Even if you had the most generous of advertising budgets, would you not target the market that would get you the most? Given that, isn't that what the railroads are already doing? You did the research, you saw the ads. The average citizen does not interact with the railroad on a commerce basis. So a glitzy TV ad in prime time could only reach the market that is already reached in the current program, with the remainder of the responses a shrugged shoulder. 5. The railroads already do a number of PSA's that are appealing to the general public, along with being leaders in a variety of local and national charities and civic events. What more could be done here...how much is enough. 6. If the railroads expanded their media coverage, you have to ask the WIIFM (What's In It For Me), what would be gained? 7. Now, getting away from the advocacy, I think your idea of putting "quality" in peoples' heads is good. Many railroads do that already with slogans. I wish more did it. Remember "Conrail Quality" splashed all over the sides of blue locomotives? That is something that should have survived the Contrail transaction. Put slogans on equipment that the public sees and registers positively, even at a blocked road crossing, what more could you ask? So what do you think? Regards and have a safe day. gdc
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