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Scenario 15.1 Use the Following to Answer the Questions

question 39

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 and through social media. 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 15.1. Suppose Toyota also offered the dealership salespeople a trip to Hawaii for anyone who could sell ten of the new vehicles within the first month they were available? This tactic would be an example of ____ marketing, while the TV commercials described above would be an example of ____ marketing.

Definitions:

Levels of Processing Model

A theory suggesting that memory retention is a function of the depth of mental processing, with deeper processing resulting in longer-lasting memory storage.

Elaborative Rehearsal

A technique for memory enhancement which involves deeply processing the item to be remembered by linking it to existing knowledge.

Levels of Processing Model

A theory that suggests memory retention is directly related to the depth of mental processing, with deeper levels of analysis leading to more meaningful connections and better recall.

Elaborative Rehearsal

A memory technique that involves thinking about the meaning of the term to be remembered, as opposed to simply repeating the term to oneself.