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Scenario 10-5 in 2007, Michigan-Based Ford Motor Company Fell from Second to Second

question 53

Multiple Choice

Scenario 10-5
In 2007, Michigan-based Ford Motor Company fell from second to third in U.S.annual vehicle sales for the first time in 56 years. Facing stiff competition from foreign automakers and brand indifference amongst U.S.consumers, Ford appeared to be headed towards turbulent times. However, when marketing and advertising guru Jim Farley joined Ford in November 2007, he brought a number of fresh ideas that helped turn the company in the right direction. Farley quickly found that Americans had become indifferent to the Ford brand, which in his opinion, was worse than disliking the brand. So Farley, along with the rest of the marketing team at Ford, created a campaign that used catchy songs and cheerful images to accompany its line of automobiles. The marketing team at Ford is now heavily utilizing the Internet to promote the new Ford Fiesta, which is the focus of a campaign that has greatly increased the awareness of the Ford Brand. The company has also been stressing the value of buying environmentally friendly cars, a move it hopes will improve the brand's image throughout the world. So far, the moves appear to be working-in late 2010, Ford was once again named the second leading automotive company in the United States, as well as fourth largest in the world.("Ford Can Fiesta Again." The Economist, October 28, 2010)
-(Scenario 10-5) If the objective of Ford is to persuade consumers to buy its cars during a special limited-time offer, which of the following advertising methods should be used?

Analyze the social and biological implications of aging for women.

Explore the role of activism in addressing issues related to aging and women.

Examine how gender and age work as systems of social classification.

Discuss the medicalization of women's health issues, such as menopause, and its effects.

Definitions:

EEG Pattern

The characteristic electrical activity of the brain as recorded by an electroencephalogram, used in diagnosing conditions and states of brain function.

REM Sleep

A stage of sleep characterized by rapid eye movements, more dreaming and bodily movement, and faster pulse and breathing.

Electrooculogram

A technique that measures the resting potential of the retina to track eye movements.

Electrooculography

A technique for measuring the corneo-retinal standing potential that exists between the front and the back of the human eye.