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

question 1

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 hoped the new slogan would once again instill confidence in consumers, many of whom had grown weary of the brand after a number of massive recalls. 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 was featured in all of the company's advertisements. 
-(Scenario 11-1) To create ads featuring the new company slogan,Toyota assembles a creative team of individuals who will focus solely on designing the new advertisements.Toyota realizes that it will need to have a strong Internet and social media presence.In order to effectively utilize these outlets,Toyota should consider hiring a(n) :  

• A) production coordinator. 
• B) media planner. 
• C) advertising guru. 
• D) copywriter.

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Definitions:

Marginal Cost of Production

The increase in total production cost that arises from producing one additional unit of a good or service.

Reservation Prices

The maximum price a consumer is willing to pay for a good or service, beyond which the consumer will forgo the purchase.

Full Marginal Cost

The total cost that includes both the direct and indirect costs for producing one additional unit of a good or service.

Advertising Expenditures

Money spent on advertising products or services to attract potential customers.