Scenario 16

question 116

Multiple Choice

Scenario 16.1 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. After a few weeks, then 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 16.1. Suppose that Toyota has decided to contract with the producer of the next James Bond 007 movie to use one of its new vehicles in a chase scene. This would best be an example of

• A) sales promotion.
• B) word-of-mouth promotion.
• C) product placement.
• D) viral marketing.
• E) publicity.

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Definitions:

National Labor Relations Act

A foundational American law enacted in 1935 that protects workers' rights to organize and bargain collectively with their employers.

Union Membership

The status of being a member of a labor union, an organization that advocates for the rights and interests of workers.

Labor Force

The total number of people employed or actively seeking employment in a given economy.

International Brotherhood

A term often used to describe labor unions or fraternal organizations that operate across national borders.