Scenario 18.1
Use the following to answer the questions.
The Toyota Corporation is developing its promotional plan for the coming year and is considering several types of advertising to communicate its messages. Toyota will likely advertise its new vehicle, the Venza, on TV, on its website, in major national magazines, and through Facebook. It is possible that the ads could focus on the features of the Venza and its most likely competitor, the Ford Edge. Other forms of advertising that can be considered are ads that feature all of the Toyota brands in a single ad, while mentioning only the Toyota brand and its company's strengths. Finally, Toyota will probably continue to advertise updates of its cash cow brands, the Camry and the hybrid versions of its SUVs.
-Refer to Scenario 18.1. If the ads include both the Venza and the Ford Edge, they would be examples of .
A) institutional advertising
B) public relations
C) product advertising
D) comparative advertising
E) reminder advertising

Question

Quizplus · Accepted Answer

Comparative advertising involves directly comparing a product with its competitors, which is what Toyota would be doing by including both the Venza and the Ford Edge in the ads.

Scenario 18.1 Use the Following to Answer the Questions