When Ford Motor Company Launched an On-Line Effort to Market

question 75

Multiple Choice

When Ford Motor Company launched an on-line effort to market its F-Series trucks,it used its database capabilities to capture valuable data on car buyers.Ford cross-referenced new F-series owners with the database generated from this on-line campaign to see how many names were duplicated.
-Refer to Ford.Which of the following trends can Ford's activities mostly likely be traced to?

• A) increasing demand for accountability and the emergence of new media alternatives
• B) growing demand for accountability and fewer time-poor consumers
• C) the emergence of strong mass media channels and a decrease in brand loyalty
• D) decreasing diversity and increasing brand loyalty

---

Definitions:

Lawrence Lessig

An American academic, attorney, and political activist, known for his work on copyright law, internet policy, and as a proponent of reduced legal restrictions on copyright.

Reinforcement Theory

Theory that suggests that audiences seek messages in the media that reinforce their existing attitudes and beliefs and are thus not influenced by challenging or contradictory information.

Agenda-Setting Theory

Theory that the media can set the public agenda by selecting certain news stories and excluding others, thus influencing what audiences think about.

Two-Step Flow Model

Theory on media effects that suggests audiences get information through opinion leaders who influence their attitudes and beliefs, rather than through direct, firsthand sources.