Scenario 11-1 After a Series of Public Relations Setbacks, Japanese Automaker Toyota

question 93

Multiple Choice

Scenario 11-1
After a series of public relations setbacks, Japanese automaker Toyota unveiled a new company slogan in 2010. The slogan read, "Drive a Toyota. You'll never stop." The company hopes the new slogan can once again instill confidence into a number of consumers who grew weary of the brand after a number of massive recalls in recent years. The company chose to go with the slogan after turning down a number of others, including, "Toyota Puts the Pedal to the Metal. And keeps it there," and "Toyota. The Last Car You'll Ever Drive." The new slogan will be featured in all of the company's future advertisements.(Andy Borowitz, "Toyota Unveils New Slogan: 'Drive a Toyota. You'll Never Stop'." The Huffington Post, February 6, 2010.)
-(Scenario 11-1) A slogan can be an integral part of a brand's image and personality, but it can serve other purposes as well. One of these other purposes can be

• A)develops the idea presented in the headline.
• B)entices the audience to look at the visual.
• C)provides continuity to an entire campaign.
• D)closes the sale.

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Definitions:

High-Pitched Stimulus

A sound or signal at the higher end of the auditory frequency range, often perceived as sharp or shrill.

Weber Fraction

A principle that quantifies the perception of change in a given stimulus according to the Just Noticeable Difference (JND).

Sense Modality

A way in which sensory information is processed, including vision, hearing, touch, taste, and smell.

Response Criterion

A threshold in decision making or sensory detection beyond which a stimulus is perceived or a response is made.