Scenario 15.1 Use the Following to Answer the Questions

question 100

Multiple Choice

Scenario 15.1
Use the following to answer the questions.
When introducing a new vehicle targeted to the under-30 population, Toyota used several different methods of communication. First, it did research in several large cities to find out who the opinion leaders were in that age group. By visiting the local nightlife, one or two people in each city were selected and given a new vehicle to drive for two weeks. They were told to share information about this new vehicle with their friends and through social media. After a few weeks, a television campaign was launched with commercials introducing the new vehicle. Toyota also placed ads in magazines that were targeted to the under-30 age group, and used drive-by billboards in the large cities near the nightclub areas.
-Refer to Scenario 15.1. Which of the following is not an integrated communications tactic used by Toyota?

• A)Word-of-mouth communication
• B)Advertising
• C)Publicity
• D)Personal selling
• E)Sales promotion

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Definitions:

Ease Of Retrieval

The degree to which information can be easily and quickly accessed from memory, often influencing judgments and decisions.

Mood-Congruent Memory

The phenomenon where individuals are more likely to recall memories that are congruent with their current mood, affecting how memories are encoded, stored, and retrieved.

Rosy Recollection Bias

The tendency to remember past events more positively than they happened.

Short-Term Memory

The capacity for holding a small amount of information in an active, readily available state for a short period.