Scenario 2-5
Thomas Motors is an independent auto dealer in a metropolitan market dominated by a number of national franchise dealerships including General Motors, Ford, Daimler/Chrysler, and foreign imports Honda, Toyota and more. In order to maintain their share of market, Thomas must do significant advertising in a number of different media. They carry several different popular makes of automobiles, both foreign and domestic, and maintain a high level of inventory on their lot at all times.
-(Scenario 2-5) To stimulate more consumer traffic at the dealership, Thomas Motors has decided to offer a chance to win a free automobile for anyone who comes in and test drives any vehicle on their lot. Which of the following types of organizations are they most likely to employ to design and operate this contest?

Question

Quizplus · Accepted Answer

Thomas Motors is looking for a way to increase consumer traffic at their dealership through a promotional offer, which falls under the realm of sales promotion. Therefore, they are most likely to employ a sales promotion specialist to design and operate this contest. A public relations firm would focus more on managing the dealership's reputation, while a full-service advertising agency would handle all aspects of advertising, not just promotion. A direct marketing firm would focus on targeting specific individuals with personalized messages, which is not the goal of this contest.

Scenario 2-5 Thomas Motors Is an Independent Auto Dealer in a Metropolitan