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

question 68

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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) The account executive for a campaign such as this is adamant that the copy be tested before he even submits it to the client.He is looking for audience reaction and interpretation of the proposed copy known as _____ copy research.

Definitions:

Contributed Capital

The total value of all assets given to a company by its shareholders in exchange for shares of the company's stock.

Stockholders' Equity

The residual interest in the assets of a corporation that remains after deducting its liabilities, representing ownership interest.

Common Stock Option Warrants

Rights issued to investors to purchase common stock at a specified price within a predefined time frame, potentially diluting existing shareholders.

Treasury Stock

Shares that were issued and later reacquired by the corporation, reducing the amount of outstanding stock on the open market.