Scenario 15.1 Use the Following to Answer the Questions

question 198

Multiple Choice

Scenario 15.1
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, then 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 15.1. Toyota's act of giving the opinion leaders a new vehicle for two weeks is best described as an example of

• A) advertising.
• B) personal selling.
• C) sales promotion.
• D) buzz marketing.
• E) push marketing.

---

Definitions:

Self-Esteem

The global evaluative dimension of the self; also called self-worth or self-image.

SES Backgrounds

Socioeconomic status backgrounds, referring to the social and economic factors that influence an individual's position in society.

Ethnicity

A category of people who identify with each other based on common ancestral, social, cultural, or national experiences.

Gender

The characteristics of people as males and females.