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) 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)continuity
D)balanced

Question

Quizplus · Accepted Answer

The type of copy research that the account executive is looking for is developmental copy research. This type of research aims to evaluate audience reaction and interpretation of proposed copy before it is submitted to the client. The other types of copy research, illustrative, continuity, and balanced, focus on different aspects of advertising research such as testing visuals, measuring advertising effectiveness over time, and comparing two or more different ads.

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