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

Multiple Choice

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 differences between interactive media and traditional one-way (non-interactive) media. Which of the following implications is true of interactive media?

A) The audience in interactive media often seek out ads or other IBP material online, rather than having it forced on them as it is through traditional media.
B) Forms of interactive media have lower rates of recall than traditional forms.
C) Copywriting 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.