Scenario 16.1 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 16.1. Toyota's act of giving the opinion leaders a new vehicle for two weeks is best described as an example of
A) advertising.
B) personal selling.
C) sales promotion.
D) buzz marketing.
E) push marketing.

Question

Quizplus · Accepted Answer

The act of giving a new vehicle to opinion leaders and asking them to share information about it with their friends is an example of buzz marketing. Buzz marketing relies on creating a buzz or excitement around a product through word-of-mouth marketing and gaining the support of influential people in the targeted group.