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

question 52

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) 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 purposes could be to: 

• A) develop the idea presented in the headline. 
• B) entice the audience to look at the visual. 
• C) provide continuity to an entire campaign.  
• D) close the sale.

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Definitions:

Statement of Retained Earnings

A financial document outlining the changes in retained earnings over a specific period, including net income and dividends paid.

Functional Currency

The foremost form of currency in the principal economic zone in which a corporation is active, reported in its financial accounts.

Dividends

Payments made by a corporation to its shareholder members, usually as a distribution of profits.

Exchange Rates

The price at which one currency can be exchanged for another, influencing international trade and economics.