Abstract:

The advertising was felt to be trying to make the public 'aware' of what it was doing as an organization and further endeavoring to attract new passengers on the basis of efficiency, value for money, fast trains, etc. Respondents were unlikely to see the advertising as directed explicitly at 'them' unless they identified or had experienced any of the aspects of the advertising, for example, respondents in the South were more likely to respond to those advertisements concerned with current rail travel.