Scenario 17

question 59

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. The advertising mentioned above in which Toyota features all brands of the company would be an example of

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

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Definitions:

Strategic Plan

A systematic process for setting long-term goals and determining the actions and resources needed to achieve those goals within an organization.

Implementation

The process of executing a plan, strategy, or model to ensure and facilitate its success.

Measurement Criteria

The standards or benchmarks used to evaluate and assess performance, outcomes, or success in a specific area.

HR Metric

Quantifiable measures used to track and assess the efficiency and effectiveness of HR policies, processes, and practices.