Scenario 16

question 205

Multiple Choice

Scenario 16.1 Use the following to answer the questions.
When introducing a new vehicle targeted to the under-30 population, Toyota used several different methods of communication. First, it did research in several large cities to find out who the opinion leaders were in that age group. By visiting the local nightlife, one or two people in each city were selected and given a new vehicle to drive for two weeks. They were told to share information about this new vehicle with their friends. After a few weeks, a television campaign was launched with commercials introducing the new vehicle. Toyota also placed ads in magazines that were targeted to the under-30 age group, and used drive-by billboards in the large cities near the nightclub areas.
Refer to Scenario 16.1. Which of the following is not an integrated communications tactic used by Toyota?

• A) Word-of-mouth communication
• B) Advertising
• C) Publicity
• D) Personal selling
• E) Sales promotion

---

Definitions:

Hippocampus

A region of the brain associated with memory formation, organization, and storage.

Unipolar Depression

A major depressive disorder characterized by a persistent feeling of sadness or lack of interest without the episodes of mania found in bipolar depression.

Social Rewards

Benefits derived from social interactions, such as acceptance, inclusion, and recognition from others, which can motivate behavior and reinforce social bonds.

Depression

A mental health disorder marked by persistent sadness, lack of interest, and can include a variety of physical and emotional problems.