Author Question: After a series of public relations setbacks, Japanese automaker Toyota unveiled a new company slogan ... (Read 726 times)

mmm · **on:** Jun 29, 2018

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. The account executive for a campaign such as this is adamant that the copy be tested before he even submits it to the client. He is looking for audience reaction and interpretation of the proposed copy known as
_____ copy research.
a. illustrative
b. developmental
c. continual
d. evaluative

Question 2

Ocean Waves Resorts wants to purchase land and construct a resort on the shorefront in San Clemente. Ocean Waves would also like to construct a golf course and needs help in understanding local regulations and zoning restrictions in the country. Which of the following companies should Ocean Waves hire to assist with the project?
a. A consulting firm
b. A creative boutique
c. A digital/interactive agency
d. A production facilitating firm