1. Which of the following is a difference between interactive and non-interactive media?
Interactive media are less user-directed, while non-interactive media are more user directed.
In interactive media, audience has less incentive to read a copy; while in non-interactive media they have more incentive.
Most of interactive media copy is indirect response, while all non-interactive media is direct response.
In interactive media, audience is more likely to seek out the ads; while in non-interactive media, they are not.
2. 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.)
To create ads featuring the new company slogan, Toyota assembles a creative team of individuals who will focus solely on designing the new advertisements. Toyota realizes that it will need to have a strong Internet and social media presence. In order to effectively utilize these outlets, Toyota should consider hiring a(n):
production coordinator.
media planner.
advertising guru.
copywriter.
3. If the objective of Ford is to persuade consumers to buy its cars during a special limited-time offer, which of the following advertising methods should Ford use?
Hard-sell ads
Fear-appeal ads
Social anxiety ads
Repetition ads