Scenario 17.1
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 17.1.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

Question

Quizplus · Accepted Answer

This is an example of product placement, where the new vehicle is featured in the movie as part of the action. It is not a sales promotion because it is not directly encouraging customers to make a purchase. It is also not word-of-mouth promotion or viral marketing since it is not relying on individuals sharing information about the product. Finally, while it may generate some publicity, that is not the primary goal of the product placement.

Scenario 17.1 Use the Following to Answer the Questions