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 hopes the new slogan can once again instill confidence into a number of consumers who grew weary of the brand after a number of massive recalls in recent years.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 will be featured in all of the company's future advertisements.
(Andy Borowitz, "Toyota Unveils New Slogan: 'Drive a Toyota.You'll Never Stop'." The Huffington Post, February 6, 2010.)
-(Scenario 11-1) To create successful advertisements for interactive media, Toyota must understand the difference between interactive media and traditional one-way media.Which of the following implications is true of interactive media?
A)The audience of interactive media often seek ads and IBP material online, rather than through traditional media.
B)Forms of interactive media have lower rates of recall than forms of traditional media.
C)Copy writing of interactive media is of higher quality than that of traditional media.
D)There is often less incentive to read interactive forms of media than traditional print media.

Question

Quizplus · Accepted Answer

Interactive media allows for more active engagement with the audience, and many consumers seek out ads and IBP material online on their own rather than through traditional media. This implies that companies should invest in creating effective online content and ads to reach their audience. Choice B is incorrect, as interactive media can have higher rates of recall due to its interactive nature. Choice C is also incorrect, as the quality of copy writing can vary in both interactive and traditional media. Choice D is incorrect, as there can still be incentives for reading interactive forms of media, such as interactive games or quizzes.

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