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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 identify opinion leaders in that age group.Then, 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, a television campaign was launched with commercials introducing the new vehicle.Toyota also placed ads in magazines that were targeted at the under-30 age group and used drive-by billboards in areas of large cities with lots of nightlife.
-Giving 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.

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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 identify opinion leaders in that age group.Then, 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, a television campaign was launched with commercials introducing the new vehicle.Toyota also placed ads in magazines that were targeted at the under-30 age group and used drive-by billboards in areas of large cities with lots of nightlife.
-Giving 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.

Quizplus · Accepted Answer

Giving opinion leaders a new vehicle to drive and share information about with their friends is an example of buzz marketing, which involves generating excitement and interest around a product through word-of-mouth communication among influential individuals in a target market.

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