Scenario 17

question 99

Multiple Choice

Scenario 17.1 Use the following to answer the questions.
The Toyota Motor Corporation is developing its promotional plan for the coming year and is considering several types of advertising to communicate its messages. Toyota will likely advertise its vehicle, the Venza, on TV, on its website, in major national magazines, and through Facebook. It is possible that the ads could focus on the features of the Venza and its most likely competitor, the Ford Edge. Other forms of advertising that can be considered are ads that feature all of the Toyota brands in a single ad, while mentioning only the Toyota brand and its company's strengths. Finally, Toyota will probably continue to advertise updates of its cash cow brands, the Camry and the hybrid versions of its SUVs.
Refer to Scenario 17.1. If the ads include both the Venza and the Ford Edge, they would be examples of

• A) institutional advertising.
• B) public relations.
• C) product advertising.
• D) comparative advertising.
• E) competitive advertising.

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Definitions:

Falsifiability

The capability of a hypothesis or theory to be proven false, a critical principle for scientific validity.

Parsimony

In science and philosophy, the principle that the simplest explanation of an event or observation is preferred over a more complex explanation.

Demand Characteristics

Demand characteristics refer to subtle cues or signals in a study that communicate to participants how they are expected to behave.

Placebo Effects

The beneficial effects of a treatment that arise from the patient's expectations rather than from the treatment itself.