I found this article and campaign interesting and believe it could be a good way to discuss the concepts of Chapter 13. The first year a teen drives is one of the most dangerous years of his/her life.

Discussion Questions:

  1. Why would Toyota invest funds to create a campaign promoting teen driving safety that includes broadcast ads, print ads, and a website?
  2. What is your reaction to this campaign?
  3. How well did Toyota integrate their advertising campaign with the website? Explain.
  4. What image or impression does this campaign create for Toyota? Explain.
  5. Do you think this is a wise use of advertising dollars or should Toyota create ads that focus on their vehicles? Why or why not?

About Dr. Ken Clow

Co-author of textbook.

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