tableofcontents:schmittjustin.weebly.com/uploads/5/8/2/3/5823973/toyota_highlande… ·...

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TABLE OF CONTENTS: EXECUTIVE SUMMARY ........................................................................................................................... 2 RESEARCH SUMMARY ............................................................................................................................ 3 SITUATION ANALYSIS COMPANY ANALYSIS ........................................................................................................................ 4 CONSUMER ANALYSIS ................................................................................................................... 10 MARKET ANALYSIS ....................................................................................................................... 11 PRODUCT ANALYSIS ..................................................................................................................... 12 COMPETITIVE ANALYSIS .............................................................................................................. 14 INDUSTRY ANALYSIS .................................................................................................................... 20 PROBLEMS & OPPORTUNITIES........................................................................................................ 21 TARGET MARKET PROFILE ............................................................................................................... 22 MARKETING OBJECTIVES................................................................................................................... 23 COMMUNICATION OBJECTIVES........................................................................................................ 23 MARKETING COMMUNICATION STRATEGY ................................................................................ 24 CREATIVE STRATEGY .......................................................................................................................... 25 MEDIA OBJECTIVES .............................................................................................................................. 26 MEDIA STRATEGY TARGET AUDIENCE ............................................................................................................ 27 MEDIA CLASSES ................................................................................................................... 28 MEDIA MIX .......................................................................................................................... 30 MEDIA TACTICS ................................................................................................................... 32 MEDIA TIMING .................................................................................................................... 34 MEDIA CALENDAR........................................................................................................................ 35 TELEVISION BUY .......................................................................................................................... 36 MAGAZINE BUY ............................................................................................................................ 37 RADIO BUY ................................................................................................................................... 38 DIRECT MAIL BUY ....................................................................................................................... 39 ALTERNATIVE BUY ...................................................................................................................... 40 BUDGETǥ..................................................................................................................................... 41 PROPOSED EVALUATION ................................................................................................................... 42 CREATIVE ................................................................................................................................................ 43 APPENDIX A: TELEVISION AD ............................................................................................................ 46 APPENDIX B: RADIO AD..................................................................................................................... 52 APPENDIX C: PRINT AD #1 ............................................................................................................... 53 APPENDIX D: PRINT AD #2 ............................................................................................................... 54 APPENDIX E: DIRECT MAIL................................................................................................................ 55 APPENDIX F: ALTERNATIVE AD #1 .................................................................................................. 57 APPENDIX G: ALTERNATIVE AD #2 .................................................................................................. 58 APPENDIX H: INTERACTIVE ............................................................................................................... 59 APPENDIX I: SURVEY .......................................................................................................................... 60 BIBLIOGRAPHY...................................................................................................................................... 62 1

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Page 1: TABLEOFCONTENTS:schmittjustin.weebly.com/uploads/5/8/2/3/5823973/toyota_highlande… · tableofcontents: & executivesummary&.....&2&

                                                       

TABLE  OF  CONTENTS:  

EXECUTIVE  SUMMARY  ...........................................................................................................................  2  

RESEARCH  SUMMARY  ............................................................................................................................  3  

SITUATION  ANALYSIS                                    COMPANY  ANALYSIS  ........................................................................................................................  4                                    CONSUMER  ANALYSIS  ...................................................................................................................  10                                    MARKET  ANALYSIS  .......................................................................................................................  11                                    PRODUCT  ANALYSIS  .....................................................................................................................  12                                    COMPETITIVE  ANALYSIS  ..............................................................................................................  14                                    INDUSTRY  ANALYSIS  ....................................................................................................................  20  

PROBLEMS  &  OPPORTUNITIES  ........................................................................................................  21  TARGET  MARKET  PROFILE  ...............................................................................................................  22  MARKETING  OBJECTIVES  ...................................................................................................................  23  COMMUNICATION  OBJECTIVES  ........................................................................................................  23  MARKETING  COMMUNICATION  STRATEGY  ................................................................................  24  CREATIVE  STRATEGY  ..........................................................................................................................  25  MEDIA  OBJECTIVES  ..............................................................................................................................  26                        MEDIA  STRATEGY                                                              TARGET  AUDIENCE    ............................................................................................................  27                                                            MEDIA  CLASSES  ...................................................................................................................  28                                                            MEDIA  MIX  ..........................................................................................................................  30                                                            MEDIA  TACTICS  ...................................................................................................................  32                                                            MEDIA  TIMING  ....................................................................................................................  34                                      MEDIA  CALENDAR........................................................................................................................  35                                      TELEVISION  BUY  ..........................................................................................................................  36                                      MAGAZINE  BUY  ............................................................................................................................  37                                      RADIO  BUY  ...................................................................................................................................  38                                      DIRECT  MAIL  BUY  .......................................................................................................................  39                                      ALTERNATIVE  BUY  ......................................................................................................................  40                                      BUDGET  .....................................................................................................................................  41  

PROPOSED  EVALUATION  ...................................................................................................................  42  

CREATIVE  ................................................................................................................................................  43     APPENDIX  A:  TELEVISION  AD  ............................................................................................................  46     APPENDIX  B:  RADIO  AD  .....................................................................................................................  52     APPENDIX  C:  PRINT  AD  #1  ...............................................................................................................  53     APPENDIX  D:  PRINT  AD  #2  ...............................................................................................................  54     APPENDIX  E:  DIRECT  MAIL  ................................................................................................................  55     APPENDIX  F:  ALTERNATIVE  AD  #1  ..................................................................................................  57     APPENDIX  G:  ALTERNATIVE  AD  #2  ..................................................................................................  58     APPENDIX  H:  INTERACTIVE  ...............................................................................................................  59     APPENDIX  I:  SURVEY  ..........................................................................................................................  60  BIBLIOGRAPHY  ......................................................................................................................................  62  

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EXECUTIVE  SUMMARY  

  In  May  2012,  Toyota  Highlander  

This  campaign  will  run  for  twelve  months,  and  is  targeted  to  both  men  and  women,  

40-­‐60  years  old.  More  specifically  those  individuals  who  are,  and  have  recently  

become  empty  nesters.  The  Toyota  Highlander s  image  will  be  transformed  into  a  

packing  vehicle  rather  than  a  people  vehicle,  showing  that  the  mid-­‐sized  automobile  

is  not  just  for  families.  By  emphasizing  the  space  and  customizable  options  the  

Highlander  features,  consumers  will  view  the  Toyota  Highlander  as  the  perfect  

vehicle  for  their  new,  exciting  lifestyle.    

  h  the  empty  nester  

market.    Having  reached  a  stage  in  their  life  that  allows  for  additional  free  time  

without  the  immediate  responsibilities  of  young  children,  these  men  and  women  

now  have  the  time  to  revive  their  relationships  and  special  interests.    This  campaign  

encourages  the  target  to  do  so,  while  positioning  the  Highlander  as  a  perfect  means  

of  rediscovering  themselves.    

  With  a  budget  of  $40  million,  Toyota  will  use  both  traditional  and  non-­‐

traditional  advertising  strategies  throughout  the  campaign.  The  chosen  media  for  

mail,  and  alternative  advertising.      

  Within  the  twelve-­‐month  period,   ,  

will  increase  both  sales  and  awareness  of  the  Highlander  among  the  target  market  

of  men  and  women  ages  40-­‐60.    

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RESEARCH  SUMMARY    

Primary  

  In  order  to  compile  the  highest  quality  final  survey,  a  short  trial  survey  

consisting  of  eleven  questions  was  composed  and  distributed  to  25  individuals  over  

a  period  of  one  week.    Once  the  results  were  retrieved  and  analyzed,  a  second  

survey,  containing  ten  questions,  was  created  and  distributed  through  e-­‐mail.    These  

questions  examined  what  individuals  are  currently  driving,  what  particular  features  

consumers  look  for  when  in  the  market  for  a  new  vehicle,  as  well  as  brand  

demographic  section,  including  such  information  as  age,  sex,  income  level,  and  

whether  or  not  the  participant  has  children.    The  questionnaire  circulated  for  a  total  

of  two  weeks  and  294  individuals  responded.  

 

Secondary  

  Secondary  research  was  conducted  through  a  variety  of  sources.    SRDS  Media  

Solutions  and  Mediamark  Research  and  Intelligence  (MRI)  were  used  for  finding  

consumer  media  information.  MRI  was  also  used  to  find  prospective  target  markets  

for  Toyota  Highlander.    

  Demographic  trends,  as  well  as  data  analysis,  was  followed  on  demodirt.com.    

This  and  other  sites,  such  as  about.com,  proved  extremely  helpful  in  getting  to  know  

and  understand  the  target  market  better.    In  addition,  PRIZM  was  used  to  examine  

specific  market  segments.  

 

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SITUATION  ANALYSIS    COMPANY  ANALYSIS    

The  Toyota  Company  was  incorporated  in  1937  and  has  since  been  

recognized  as  a  leader  of  the  automotive  industry.  Toyota  includes  three  major  

brands:  Toyota,  Scion,  and  Lexus.  The  Toyota  Way  (2001)  is  a  set  of  guidelines  

Toyota  as  a  company  follows  to  improve  products  and  the  knowledge  their  

employees  have  towards  the  company  as  a  whole.    

The  Toyota  Way  (2001):  

Challenge    

Improvement  

Go  and  see  for  yourself  to  thoroughly  understand  the  situation  

Respect  

Teamwork  

Long-­‐term  thinking  as  a  basis  for  management  decisions  

A  process  for  problem-­‐solving  

Adding  value  to  the  organization  by  developing  its  people  

Recognizing  that  continuously  solving  root  problems  drives  organizational  

learning  

(www.toyota-­‐global.com/company/toyota_traditions/)  

           

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INTERNAL    

o  attract  and  attain  customers  with  high-­‐valued  

(www.amherst.edu/~ilstrata/Toyota.htm)  

business  culture  has  been  passed  down  over  the  course  of  many  years.    

Human  Resources  Development-­‐  development  of  human  resources  whose  

awareness  of  compliance  is  high.  

Well-­‐Established  Work  Place  Atmosphere-­‐  mutual  education  and  mutual  check.  

-­‐Established  Business  Culture-­‐  Aggregate  of  well-­‐established  work  

place  atmosphere.  

Toyota  provides  on-­‐the-­‐job  training  and  educational  programs  categorized  by  

position  in  order  to  raise  and  strengthen  the  awareness  of  being  a  Toyota  employee.  

The  company  is  willing  to  take  risks  to  provide  the  most  superior  service  to  their  

With  challenge  being  the  number  one  item,  the  company  is  comfortable  with  taking  

risks  that  have  the  potential  to  make  long-­‐term  improvements  to  the  quality  of  their  

products.      

,  which  is  quite  valuable.  

When  a  consumer  purchases  a  Toyota,  the  company  does  everything  possible  to  

ensure  that  they  have  a  positive  experience.  Despite  foreign  manufacturing,  Toyota  

is  viewed  as  a  secure,  reliable  brand  by  many  Americans,  as  well  as  maintaining  a  

strong  association  with  value  and  safety.    

5  

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(www.toyota-­‐global.com/company/profile/figures)  

 

The  sales  trends  over  the  past  several  years  are  as  follows:  

 (in  Yen):  Japan:  $8,152,884     North  America:  $8,771,495    

Europe:  $3,346,013         Asia:  $1,969,957    

Other:  $1,707,742.    

Toyota  Motor  Corp.  profits  dropped  39%  due  to  decrease  value  of  the  

Japanese  yen.    The  current  global  financial  crisis  (2007-­‐2011)  has  also  negatively  

represents  the  first  loss  in  70  years.    In  addition,  large-­‐scale  product  recalls  in  2009-­‐

2010  reportedly  cost  the  company  $1.93  billion.  

(http://www.wikinvest.com/stock/toyota_motor   )  

           

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EXTERNAL      

The  breakdown  of  Toyota  sales  by  region  is  as  follows:    

32%  North  America       25%  Japan  

14%  Europe         11%  Asia  

7%  Middle  East       4%  Latin  America  

4%  Africa         3%  Oceania  

After  the  recent  tsunami  and  earthquakes  in  Japan,  the  Japanese  market  has  

felt  some  downfall  changes,  however  is  expected  to  get  back  on  track  soon.  

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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COMPANY  SWOT  ANALYSIS  

 STRENGTHS    

Custom  order  production    

Brand  image  based  on  environmentally-­‐friendly  products  and  quality  within  the  

automotive  manufacturing  industry    

Global  organization    

Industry  leader  in  manufacturing  and  production  

-­‐maker  

WEAKNESSES  

Less  market  share  than  General  Motors  and  Ford  

Seen  as  a  foreign  importer    

Solely  target  American  and  Japanese  auto  markets,  while  competitors  seek  the  

global  market  

Aging  population  

OPPORTUNITIES    

Holds  both  American  and  Japanese  auto  markets  

Produce  fuel  efficient  cars  

 

THREATS  

Large  scale  product  recalls  

Saturation  and  increasing  competition  

Increasing  fuel  price  

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Families  choosing  to  use  their  car  less,  or  to  not  own  a  car;  use  of  alternative  

transportation  

Stock  market  in  Japan  damaged  from  tsunami/earthquake  

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CONSUMER  ANALYSIS    

Consumers  of  the  Toyota  Highlander  are  interested  in  upholding  a  current  

and  trendy  look.  They  maintain  a  higher  disposable  income,  and  are  therefore  more  

apt  to  spend  money  on  hobbies  and  traveling.    

  The  chart  below  shows  the  age  range  of  consumers  of  specific  

crossovers.  48.1%  of  the  surveyed  audiences  are  between  the  ages  of  46-­‐55  years  

old.  30.4%  are  between  the  ages  of  36-­‐45.  The  green  area  of  the  chart  represents  

21.5%  of  SUV/crossover  owners  who  are  56+.  These  vehicles  provide  consumers  

with  adequate  space  for  children  (or  grand  children),  groceries,  and  comfortable  

vacationing  and  leisure  activities.  

 

 10  

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MARKET  ANALYSIS    

The  owners  of  the  Toyota  Highlander  reside  in  County  size  B  and  County  size  

A  cities.  County  size  B  areas  are  defined  as  cities  with  a  population  over  150,000  

people,  but  is  not  quite  the  size  of  County  A,  which  includes  the  25  largest  United  

States  cities  (www.answers.com/topic/abcd-­‐counties).    

  According  to  MRI  data,  Toyota  Highlander  owners  live  in  County  A  and  

County  B  sized  cities  in  the  West  and  Northeast  regions  of  the  United  States.  The  

index  provided  by  MRI  for  County  size  A  is  105,  and  109  for  County  size  B.  

Additionally,  the  index  for  the  West  region  is  154,  and  214  for  the  Northeast.  

 

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PRODUCT  ANALYSIS  

 

 

The  Toyota  Highlander  is  one  of  the  first  mid-­‐sized  crossovers  to  enter  the  

automotive  industry  (www.edmunds.com).    It  appeals  to  people  wanting  a  sporty  

looking,  yet  safe  vehicle  with  extra  space  and  similarities  of  driving  a  car,  such  as  

handling.      

The  Toyota  Highlander  has  the  seating  capacity  of  seven,  with  twelve  cup  

holders.  The  seats  may  be  used  for  people  space,  or  may  be  folded  down  to  create  

additional  cargo  space.  The  Highlander  is  reasonably  fuel-­‐efficient  compared  to  

city  driving,  and  25  miles  per  gallon  for  highway  driving.  The  Toyota  Highlander  is  

sold  for  around  $29,505,  but  when  fully  customized,  can  cost  up  to  $39,000.  

Perspective  buyers  are  able  to  customize  their  Highlander  on  the  website  

before  purchasing.  This  feature  allows  the  consumer  to  modify  and  personalize  their  

vehicle  to  fit  their  own  unique  lives.    

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Americans  prefer  vehicles  that  are  larger  than  a  car,  but  more  fuel-­‐efficient  

than  a  standard  SUV.  A  crossover  provides  a  unique  balance  that  satisfies  both  

expectations,  as  well  as  donning  a  sporty  appearance  and  reasonable  price.    

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COMPETITIVE  ANALYSIS    

Toyota  Highlander  is  number  12  of  20  on  the  list  of  Crossovers  by  ranking.  

The  top  5  other  crossovers  are  the:  Ford  Explorer,  Buick  Enclave,  Mazda  CX-­‐9,  

Chevrolet  Traverse  and  the  Dodge  Durango.  The  industry  leaders  are  Ford,  GM,  

Chrysler,  Honda,  and  Nissan  (www.motortrend.com/index.html).  

  When  rated  on  reliability,  Toyota  came  in  third;  after  GM  and  Ford.  Honda  

was  ranked  fourth.  

 

 

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Direct  Competitors:  Other  Vehicles    

The  three  main  competitors  of  the  Toyota  Highlander  are:  

Other  Crossovers  

Minivans  

 

 

 

 

 

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The  Honda  Pilot  is  another  crossover  that  is  in  direct  competition  with  the  

Toyota  Highlander.  Both  Toyota  and  Honda  are  known  to  be  reliable  vehicles,  and  at  

the  same  time,  are  seen  as  foreign  importers.    Crossovers  are  more  fuel-­‐efficient  and  

lighter  than  the  standard  SUV,  making  them  easier  to  park  and  maneuver  in  traffic.    

 

Honda  Pilot  

The  Pilot  has  been  a  critical  and  commercial  success  for  Honda,  selling  over  100,000  vehicles  in  2004,  an  increase  of  almost  20%  over  2003.(http://www.caranddriver.com/reviews/comparisons/08q4/2009_honda_pilot_vs._ford_flex_and_four_other_crossovers-­‐comparison_tests/2009_honda_pilot_ex-­‐l_4wd_page_7)  

 

Price:  $28,825  

Fuel  Economy  (city):  17  mpg  

Fuel  Economy  (highway):  23  mpg  

Transmission  Speed:  5  

Seating  Capacity:  8  

Bluetooth  Hands-­‐Free  Telephone:  Not  available  

Steering  Wheel  Audio  Controls:  Not  listed  

 

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Minivans  have  more  overall  passenger  volume  than  the  crossovers,  and  are  

typically  also  longer.    They  offer  extra  room  behind  the  third  row  seat,  as  well  as  

more  interior  cargo  space,  particularly  with  all  seats  folded  down.  

Dodge  Grand  Caravan  

Since  their  introduction  in  the  fall  of  1983,  the  Chrysler  minivans  have  outsold  other  minivans  in  the  United  States,  with  over  13  million  Chrysler,  Dodge  and  Plymouth  minivans  in  over  80  countries  sold  as  of  October  2008.  (http://www.1853chairman.com/2008/11/04/chrysler-­‐icon-­‐celebrates-­‐25-­‐years-­‐minivan-­‐to-­‐survive-­‐rough-­‐stretch)  

 

Price:  $24,995  

Fuel  Economy  (city):  17  mpg  

Fuel  Economy  (highway):  25  mpg  

Transmission  Speed:  Automatic  

Seating  Capacity:  7  

Bluetooth  Hands-­‐Free  Telephone:  Optional    

Steering  Wheel  Audio  Controls:  Yes  

 s  and  are  all-­‐wheel  drive,  

while  crossovers  are  usually  only  front-­‐wheel  drive.  

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The  Ford  Explorer  is  a  direct  competitor  of  the  Toyota  Highlander  because  

few  people  know  the  difference  between  a  standard  SUV  and  a  crossover.    

Ford  Explorer    

The  current  generation  Ford  Explorer  earned  the  2011  North  American  Truck  of  the  Year  award. http://coalgeology.com/new-­‐2011-­‐ford-­‐explorer-­‐north-­‐american-­‐truck-­‐of-­‐the-­‐year-­‐nyse-­‐f/12883)    

 

Price:  $28,190  

Fuel  Economy  (city):  17  

Fuel  Economy  (highway):  25  

Transmission  Speed:  5  

Seating  Capacity:  7  

Bluetooth  Hands-­‐Free  Telephone:  Optional  

Steering  Wheel  Audio  Controls:  Not  listed  

                 

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Indirect  Competitors:  Gas  Prices    

This  chart  shows  that  as  gas  prices  increases,  the  value  for  fuel-­‐efficient  

the  price  for  oil  is  at  a  steady  incline,  people  are  less  likely  to  buy  an  SUV  or  

Crossover,  due  to  the  common  perception  that  these  vehicles  are  not  fuel  efficient  

when  compared  to  the  traditional  car  or  hybrid.  

   

     (www.automotive  digest.com/content/displayArticle.aspx?a78656)  

 

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INDUSTRY  ANALYSIS  

   

Despite  the  steady  increase  in  gas  prices,  both  baby  boomers  and  younger  

generations  are  evolving  towards  larger  vehicles  like  trucks,  mini  vans,  and  

-­‐ k  in  the  automobile  

industry,  and  it  is  predicted  that  in  the  next  five  years  Generations  X  and  Y  

combined  will  contribute  to  about  40%  of  automobile  sales.  (

Boomers.  2011).  

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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PROBLEMS  &  OPPORTUNITIES  

 

Problem:  Research  shows  that  competitors  are  targeting  young  families,  and  

Toyota  Highlander  is  not  the  top  pick  for  that  market.    

Opportunity:  Targe -­‐ -­‐60.  

 

Problem:  Toyota  Highlander  does  not  have  the  sleek  exterior  that  young  families  

are  looking  for  in  a  mid-­‐sized  SUV.  

Opportunity:  Appeal  to  older  customers  as  a  comfortable  vehicle.    

 

Problem:  Toyota  Highlander  does  not  seat  as  many  as  its  mid-­‐sized  SUV  competitor.    

Opportunity:  Appeal  to  customers  who  prefer  extra  packing  room  to  people  room.    

 

Problem:  Consumers  are  unaware  of  the  customizable  features  that  the  Toyota  

Highlander  offers.  

Opportunity:  Increase  awareness  of  ways  to  customize  the  Toyota  Highlander  to  fit  

each  individual.    

 

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TARGET  MARKET  PROFILE    

Rediscover  Richardson  

 

 

 

 

 

 

Currently,  the  Toyota  highlander  is  being  marketed  to  parents  of  young  

children.  Based  on  research,  the  Toyota  Highlander  campaign  is  catered  towards  the  

parents  of  children  that  have  grown  up  and  no  longer  live  at  home.  The  results  of  

careful  research  conclude  that  this  particular  group  of  people  is  rarely  marketed  to,  

yet  have  a  large  amount  of  disposable  income.  

Meet  our  happy  couple:   discover  Richardson

to  join  the  

professional  world.  Now  that  their  children  are  out  of  the  house,  the  Richardsons  

are  taking  the  time  to  rediscover  themselves  both  as  individuals  and  as  a  couple.  

The  Richardsons  now  have  the  time  to  discover  the  great-­‐outdoors,  travel  across  the  

country,  or  even  go  on  that  romantic  getaway  they  deserve  so  much.  They  need  a  

vehicle  that  will  help  them  accomplish  these  goals.  

         

 

Primary-­‐  Adult  couples  that  have  already  raised  their  children  and  now  have  the  house  to  themselves.  (Empty  Nesters)  Age:  40-­‐60    Gender:  Males  and  Female  Status:  Married    Education:  College  Education    

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MARKETING  OBJECTIVES  

Increase  Toyota  Highlander  sales  by  5%.  

Gain  customer  loyalty  back.  

Change  a  perception  of  Toyota  by  reaching  out  to  a  new  demographic.  

 

 

      COMMUNICATION  OBJECTIVES  

  Increase  brand  awareness  among  the  target  audience  by  15%  in  12  months.  

  Create  an  image  of  comfort  and  leisure  among  the  target  audience  by  30%  in  

  12  months.  

  Increase  knowledge  of  customizable  features  among  the  target  audience  by  

  25%  in  12  months.  

 

                             

       

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MARKETING  COMMUNICATION  STRATEGY    

                           

This  chart  describes  the  share  of  marketing  communication  tools  that  will  be  

integrated  into  the  Toyota  Highlander  advertising  campaign.  The  marketing  

communication  elements  include  advertising,  direct  mail,  and  alternative  

advertising.  Each  component  will  contribute  in  achieving  the  objectives  of  the  

campaign.    

Advertising:  will  contribute  in  creating  the  new  image  for  Toyota,  as  well  as  help  to  

build  awareness  of  the  brand.  With  research  showing  that  image  is  currently  an  

issue,  advertising  is  the  perfect  tool  to  mend  this  problem.  

 Direct  Mail:  will  add  a  more  personal  touch  for  the  target,  and  is  a  good  tool  to  use  

to  ensure  that  the  target  is  reached  directly.    

Alternative  Advertising:  will  help  familiarize  the  target  market  with  Toyota  

Highlander.  Alternative  advertising  allows  for  a  hands-­‐on  experience  for  the  

prospective  target.  

     

Advertising

Direct Mail

AlternativeAdvertising

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CREATIVE  STRATEGY        

Strategic  Focal  Point:  The  Toyota  Highlander  is  a  mid-­‐sized  SUV  for  consumers,  

especially  empty  nesters,  who  have  new  found  leisure  time  for  themselves  and  

desire  a  spacious  vehicle  at  a  reasonable  price.  

 

Positioning:  The  goal  of  the  campaign  is  to  position  Toyota  Highlander  as  a  

spacious  and  customizable  mid-­‐sized  SUV  for  empty  nesters.    With  a  lighthearted  

tone,  the  Highlander  can  appeal  more  easily  to  empty  nesters  who  may  currently  be  

experiencing  a  difficult  transition  in  their  lives.    

 

The  Big  Idea:  Slogan  -­‐ Rediscover  YOU Toyota  Highlander  is  the  mid-­‐sized  SUV  for  

empty  nesters  who  can  now  invest  time  into  their  hobbies,  traveling,  and  

relationship.    

 

 

 

 

 

 

 

 

 

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MEDIA  OBJECTIVES    

To  reach  75%  of  the  target  audience  3+  times  each  week  during  the  first  

quarter.  

  To  maintain  a  60%  reach  2+  times  each  week  throughout  the  campaign.  

                                                                     

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Media  Strategy    

Target  Audience  discover  the    

                             

This  career-­‐focused  couple  is  redefining  the  retirement  age,  as  they  get  great  

satisfaction  out  of  working.    During  their  commutes  to  and  from  work,  they  enjoy  

tuning  into  talk  radio,  and  appreciate  music  playing  softly  in  the  office  throughout  

their  day.      Upon  returning  home  for  the  evening,  Mr.  and  Mrs.  Richardson  unwind  

with  the  nightly  news  followed  by  a  favorite  show  or  two.    Mr.  Richardson  takes  

much  satisfaction  in  home  improvement  projects,  as  well  as  relaxing  in  his  fishing  

boat  on  a  lazy  day.    Mrs.  Richardson  is  a  fantastic  cook  and  entertainer.    She  enjoys  

having  guests  over,  whether  it  is  for  dinner  or  an  evening  of  drinks.    The  couple  

takes  pleasure  in  learning  more  about  their  special  interests  and  hobbies  through  

magazines  and  television  shows.          

   

 

 

 

 

Primary-­‐  Adult  couples  who  have  already  raised    their  children,  and  now  have  the  house  to  themselves  (empty  nesters).  Age:  40-­‐60    Gender:  Males  and  Female  Status:  Married    Education:  College  Education    

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Media  Classes  

This  campaign  consists  of  a  combination  of  relatively  traditional  media.    The  

more  interactive,  technologically  advanced  channels  such  as  mobile  and  internet  

advertising  were  avoided  due  to  prevalent  research  on  technology  usage  within  the  

market  segment.    Most  40-­‐60  year  olds  only  used  cell  phones  to  make  and  receive  

calls,  with  only  35%  reported  using  it  as  a  source  of  entertainment.  

(http://www.examiner.com/baby-­‐boomer-­‐in-­‐national/polls-­‐assess-­‐baby-­‐boomer-­‐

technology-­‐use)  

 Likewise,  a  poll  conducted  by  EMarketer.com  indicated  that  although  this  

Internet  use  is  growing,  they  make  up  less  than  30%  of  the  online  

population.    Despite  these  numbers,  the  study  also  found  that  this  demographic  is  

most  inclined  to  use  these  technologies  in  connecting  with  others,  and  keeping  

informed  on  new  gadgets,  purchases  and  entertainment.  

(http://sparxoo.com/2010/02/22/2010-­‐generation-­‐trend-­‐report/)    For  this  

reason,  website  visitation  is  encouraged  throughout  the  campaign  by  promoting  

customization  features  and  the  direct  mail  piece  sweepstakes.      

Time  is  now  available  for  this  target  to  read  more  about  their  interests  in  

magazines,  or  catch  their  favorite  shows  on  television.    Accordingly,  both  of  these  

media  channels  will  be  used.    Magazines  are  superb  at  delivering  an  informational  

message  while  still  having  the  ability  to  visually  touch  the  reader  in  a  stylish  manor.    

Television  excels  in  demonstrating  the  product  and  its  features,  while  effortlessly  

reaching  the  emotions  of  the  viewing  audience.    In  addition,  radio  will  serve  as  a  

reminder,  and  allow  a  great  connection  to  the  television  ads.    

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 The  use  of  alternative  media  will  creatively  supplement  each  message,  while  

leaving  the  product  uniquely  positioned  in  the  onlookers  mind,  thus  intriguing  them  

to  seek  more  information.  Finally,  the  direct  mail  piece  will  educate  and  inform  

recipients  on  the  Highlander  as  it  promotes  value  to  each  potential  consumer  in  an  

innovative  way.  

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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Media  Mix  

 

 

The  majority  of  our  emphasis  in  media  will  be  placed  on  television.    With  the  

product  being  such  a  high-­‐ticket  and  major  decision-­‐making  item,  the  substantial  

use  of  TV  visuals  is  imperative.    The  next  most  accentuated  media  class  in  this  

campaign  will  be  magazine  advertisement,  which  also  allows  product  visuals  while  

still  being  informative.  Next,  radio  will  be  emphasized  to  promote  a  sense  of  

immediacy  while  capturing  the  attention  of  the  audience  during  the  mundane  

workday  or  drive  home.    Because  the  campaign  only  schedules  radio  around  these  

work  times,  there  will  be  less  weight  placed  on  this  media  channel.    Alternative  

media  will  be  used  resourcefully  throughout  this  campaign  to  supplement  each  

message,  while  leaving  the  product  uniquely  positioned  in  the  onlookers  mind,  once  

again  intriguing  them  to  seek  more  information.  Lastly,  the  direct  mail  piece  will  

Direct  Mail  5%  

Radio  15%  

TV  45%  

Alternative  Media  10%  

Magazine  25%  

Media  Mix  

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educate  and  inform  recipients  on  the  Highlander  as  it  promotes  value  to  each  

potential  consumer  in  an  innovative  way.    This  piece  will  only  be  sent  once  during  

the  campaign,  and  consequently  remains  the  least  emphasized  channel.  Despite  the  

relatively  small  allocation  for  direct  mail,  it  is  still  a  useful  tool  in  developing  both  

awareness  and  attention.  

   

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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Media  Tactics  

With  the  promotion  of  newfound  leisure  time  for  this  campaign,  it  becomes  

important  to  advertise  in  hobby  and  recreational  magazines.    Because  this  

demographic  particularly  enjoys  these  publications,  a  handful  of  their  most  popular  

reads  were  chosen.    These  include:  Golf  Digest,  ESPN,  Bass  Master,  Better  Homes  &  

Gardens,  Country  Living,  American  Rifleman,  Time,  and   .    A  full  page,  

color  ad  will  be  placed  within  a  portion  of  these  selection,  whereas  a  double-­‐page,  

color  spread  will  be  displayed  in  others.    

Television  shows  also  followed  suit,  as  60-­‐second  time  slots  were  chosen  

during  SportsCenter,  Anthony  Bourdain:  No  Reservations,  and  Yard  Crashers.    Equally  

important  to  this  hardworking,  business  professional  audience  is  keeping  up  with  

 For  these  reasons,  additional  60-­‐second  slots  

will  be  purchased  during  the  top  rated  CNN  News,    and  The  

Colbert  Report.  Other  highly  viewed,  entertaining  shows  chosen  for  this  

demographic  included  American  Idol,  Modern  Family  and  Deadliest  Catch.  

  Radio  stations  were  selected  on  a  similar  rating  basis.  30-­‐second  time  

intervals  were  chosen  around  workweek  schedules.  News  talk  radio  (WISN)  was  

selected  for  commuting  hours,  as  well  as  an  assortment  of  stations  such  as  classic  

rock  (WKLH),  country  (WMIL),  adult  hits  (WLWK)  and  even  R&B  (WJMR).    

Commercials  are  slated  around  daytime  and  morning  radio  as  well.    

  The  alternative  media  will  be  placed  in  some  of  the  largest  and  most  

 

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Atlanta  and  Denver,  as  well  as  surrounding  malls.    This  will  ensure  a  significant  

amount  of  reach  in  existing  high  traffic  and  travel  areas  

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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Media  Timing  

This  hard  working  market  rejects  a  life  of  full  time  leisure.  In  addition,  trying  

to  balance  grown  and  departed  children  and  aging  parents  often  leaves  them  

emotionally  exhausted.    As  a  result,  this  demographic  is  in  desperate  need  of  a  

vacation  that  fits  around  their  work  schedules  and  family  demands.    This  campaign  

pushes  heavily  in  the  later  spring  and  summer  months,  most  commonly  known  for  

travel.    It  is  also  the  time  when  parents  and  students  alike  begin  to  prepare  for  

returning  to  school,  which  is  the  basis  for  much  of  this  campaign.    The  airport  

alternative  media  continues  to  run  through  the  holiday  season  and  into  late  winter  

due  to  the  high  travel  during  this  time.  

  The  television  advertising  schedule  remains  continuous  throughout  the  

entire  year,  while  magazine,  radio,  direct  mail,  and  alternative  media  maintain  a  

fluctuating  timetable  in  accordance  with  the  seasonal  travel  and  the  back-­‐to-­‐school  

schedule.  

                                 

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Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb MarMedia

Television

Magazine

Radio

Direct Mail

Alternative

Escaltor

Mall Kiosk

Media Calendar

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Show Spots/Week Rate/Episode TotalSportsCenter Apr, May, Jun, Jul, Aug, Sep, Oct, Nov, Dec, Jan, Feb, Mar 1 $30,000 $1,440,000 48News  (CNN) Apr, May, Jun 3 $150,000 $5,400,000 36Deadliest  Catch Apr, May, Jun, Jul, Aug, Sep, Oct, Nov, Dec, Jan, Feb, Mar 1 $20,000 $960,000 48Modern  Family Jan, Feb, Mar, Apr, May 1 $115,000 $2,300,000 20Yard  Crashers Apr, May, Jun, Jul, Aug, Sep, Oct 1 $90,000 $2,520,000 28

Anthony  Bourdain:  No  Reservations Apr, May, Jun, Jul, Aug, Sep, Oct, Nov, Dec, Jan, Feb, Mar 2 $15,000 $1,440,000 96American  Idol Mar, Apr, May 1 $200,000 $2,400,000 12

American  Idol  Season  Finale May 1 $650,000 $650,000 1Jim  Cramer's:  Mad  Money Apr, May, Jun, Jul, Aug 1 $200,000 $4,000,000 20

The  Colbert  Report Apr, May, Jun, Jul, Aug, Sep, Oct, Nov, Dec, Jan, Feb, Mar 3 $15,000 $2,160,000 144Secret  Millionaire Apr, May, Jun, July 1 $175,000 $2,800,000 16

Total  Spots Total469 $26,070,000

TV Buy

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Magazine Month Rate/Issue TotalESPN Apr, May, Jun $219,241 $657,723

Aug, Sep, Oct $438,482 $1,315,446Golf  Digest Apr, Jun, Aug $141,467 $424,401

Bass  Master May, Jun, Aug $60,448 $181,344

American  Rifleman Apr $60,916 $60,915Sep, Oct $121,830 $243,660

Better  Homes  &  Gardens Apr, May $95,080 $190,160Sep, Oct $190,160 $380,320

Country  Living Apr, May, Jun $139,000 $417,000Aug, Sep, Oct $278,000 $834,000

Us  Weekly Apr, Jun, Oct $383,644 $1,150,932

Time Jun, Oct $603,800 $1,207,600

Reader's  Digest Aug, Sep, Oct $178,200 $534,600Total

$7,598,101

Magazine Buy

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Station: Daypart: M T W TH F Sa Su Spots Rate Total:WISN-­AM AFTERNOON 3PM-6PM X X X X X 5 $280 1,400.00$ WHQG-­FM MORNING 6AM-9AM X X X X X 8 $300 2,400.00$ WKLH-­FM MORNING 6AM-9AM X X X X X 8 $325 2,600.00$ WMIL-­FM MIDDAY 10AM-3PM X X X X X 7 $178 1,246.00$ WLWK-­FM MIDDAY 10AM-3PM X X X X X 7 $75 525.00$ WTMJ-­AM AFTERNOON 3PM-6PM X X X X X 5 $175 875.00$ WJMR-­FM AFTERNOON 3PM-6PM X X X X X 5 $90 450.00$ WMIL-­FM MIDDAY 10AM-3PM X X 4 $110 440.00$ WTMJ-­AM MIDDAY 7AM-5PM X X 6 $45 225.00$ WKLH-­FM MIDDAY 10AM-3PM X X 4 $60 240.00$

59 10,401.00$  Cities Months Monthly  Price

Chicago Apr, May, Jun, Aug, Sep, Oct, Mar $20,802.00New York Apr, May, Jun, Aug, Sep, Oct, Mar $20,802.00

Denver Apr, May, Jun, Aug, Sep, Oct, Mar $20,802.00Atlanta Apr, May, Jun, Aug, Sep, Oct, Mar $20,802.00Dallas Apr, May, Jun, Aug, Sep, Oct, Mar $20,802.00

Los Angeles Apr, May, Jun, Aug, Sep, Oct, Mar $20,802.00Total  Months Total  Price

42 $873,684

Radio Buy

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Month Area Mailing  Rate Number  of  People  Reached Total  RateMay Chicago, New York, Atlanta, Denver, Dallas, Los Angeles $.75/envelope 438,810 $329,107.50June Chicago, New York, Atlanta, Denver, Dallas, Los Angeles $.75/envelope 438,810 $329,107.50

Total Total877,620 $658,215

Direct Mail Buy

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Airport  Escalator Month Rate TotalORD Jun, Jul, Aug, Dec, Jan, Feb $100,000/month $600,000LAX Jun, Jul, Aug, Dec, Jan, Feb $100,000/month $600,000JFK Jun, Jul, Aug, Dec, Jan, Feb $100,000/month $600,000

DFW Jun, Jul, Aug, Dec, Jan, Feb $100,000/month $600,000ATL Jun, Jul, Aug, Dec, Jan, Feb $100,000/month $600,000DEN Jun, Jul, Aug, Dec, Jan, Feb $100,000/month $600,000

Total$3,600,000

Mall  Kiosk Month Rate TotalWater Tower Place (Chicago) May, Jun, Jul, Aug $50,000 $200,000

The Grove (Los Angeles) May, Jun, Jul, Aug $50,000 $200,000Galleria (Dallas) May, Jun, Jul, Aug $50,000 $200,000

Manhattan (New York) May, Jun, Jul, Aug $50,000 $200,000Cherry Creek (Denver) May, Jun, Jul, Aug $50,000 $200,000

Perimeter (Atlanta) May, Jun, Jul, Aug $50,000 $200,000

Total$1,200,000

Alternative Media Buy

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Alternative  Media:  Airport  Escalator $3,600,000

Alternative  Media:  Mall  Kiosk $1,200,000

Direct  Mail $658,215

Magazine $7,598,101

Radio $873,684

Television $26,070,000

Total $40,000,000

Budget

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PROPOSED  EVALUATION      

This  campaign  will  begin  in  April  of  2012  and  run  until  the  end  of  the  fiscal  

year,  concluding  in  April  of  2013.  To  track  the  success  of  the  campaign,  

measurements  and  evaluations  will  be  conducted  quarterly.  These  measurements  

will  take  place  at  the  end  of  June,  September,  December,  and  March.  Depending  on  

the  success  or  failure  of  the  campaign  at  these  points,  adjustments  may  be  made  to  

the  frequency  at  the  end  of  each  quarter.  Tracking  and  evaluating  data  that  shows  

the  increase  in  sales  and  the  amount  of  first  time  customers  will  help  to  measure  

success.  Surveys  will  also  be  distributed  to  gauge  the  success  of  the  new  Toyota  

image  and  re-­‐branding  efforts.      

                                                     

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Creative                                                  

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Television  Commercial  

60  second  commercial  

 

Radio  Commercial  

30  second  commercial  

 

Magazine  Advertisements  

Single,  full-­‐page  advertisement  

2  full-­‐page  spread  advertisement  

 

Direct  Mail  

The  use  of  select  universities  mailing  list  will  narrow  down  families  to  those  who  

will  have  a  child  leaving  their  home  for  college  in  the  fall.    The  direct  mail  

advertisement  will  look  similar  to  college  acceptance  letters,  however  they  will  be  

addressed  to  parents.    The  letter  will  decree  acceptance  into  the  Highlander  

community  and  opportunities  for  recipients  to  win  a  Highlander.  Outdoor  activity  

tips,  vacation  destinations  and  conversation  boards  will  be  posted  to  both  entertain  

and  inform  this  newly  formed  community.  

 

Alternative  Advertisements  

Escalator  Display:  

Highly  populated  airports  will  feature  escalators  wrapped  with  luggage,  tire  tracks,  

outdoor  activity  gear,  the  Toyota  logo,  the  trunk  of  the  2013  Toyota  Highlander,  and  

ent  will  grab  the  attention  of  

travelers,  creatively  demonstrating  the  available  space  the  Toyota  Highlander  offers  

 

 

 

 

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Mall  Display:  

The  center  of  malls  in  major  cities  in  the  United  States  will  feature  a  2013  Toyota  

Highlander.  The  trunk  will  be  open  and  foldaway  seats  down,  displaying  the  

maximum  storage  space  the  vehicle  has  to  offer.    Alongside  the  Highlander  will  be  a  

large  pile  of  luggage,  outdoor  gear  and  other  vacation  essentials.    This  will  

demonstrate  how  much  the  2013  Toyota  Highlander  can  carry.  

 

Interactive  Advertisement  

Website:  

Toyota.com/Highlander  will  feature  a  new  section  with  a  tab  at  the  top  banner    

of  the  website      

 

Highlander  scholarship,  and  other  offers  discussed  in  the  direct    

ma    

to  post  and  read  tips  on  vacations,    

outdoor  activities,  and  classes.  

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DAUGHTER: (CHEERFULLY) Hi Mom! MOTHER: Hi dear. Listen, I know you re in between classes, but I m calling to see if you can house-sit for us a few days next week while you re in town working on spring break?

DAUGHTER: (SURPRISED) Oh sure, no problem. Where are you guys going?

MOTHER: (ENTHUSIASTICALLY) On OUR Spring Break.

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DAUGHTER: (SURPRISED) What?!

MOTHER: (HAPPILY) Oh don t worry sweetheart. We ll be back with plenty of time to visit, and we ll be taking the dogs too.

DAUGHTER: All of them??

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MOTHER: Oh sure. Remember we have the new Toyota Highlander. Lots of space for people, pets AND packing your Dad doesn t like packing though. I m so glad we customized its features at Toyota dot com. The roof rack is absolutely perfect for our new whitewater raft and kayaks.

FATHER: (IN THE BACKGROUND) And the roomy back seat and moon roof are perfect for

DAUGHTER: (INTERRUPTING) Ooooo-kaaay. I ll be home on Friday. See you both when you get back from your little honeymoon.

MOTHER: Thanks, Hun! Oh one more thing can I borrow that cute little green shirt of yours? (GIGGLING BASHFULLY) Your Dad says it makes my eyes pop out.

DAUGHTER: (DISGUSTED) Ah sure. In fact you can just keep it .

ANNOUNCER: Brought to you by the 2011 Toyota Highlander. Visit www dot Toyota dot com to rediscover YOUTH...

MOTHER: (INTERRUPTING) Ahem . Rediscover YOU!

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                                     COPY  MANUSCRIPT    Client:  Toyota  Highlander  Writer:  Samantha  Warden  Date:  May  4,  2011  Job  Title:  :30  Radio  Commercial  Commercial  Title:  Highlander        SFX:     (BIRDS  CHIRPING  SOFTLY)    ANNCR:      

     ANNCR:     Every  year,  thousands  of  parents  just  like  you  are  experiencing  this      

too.  (PAUSE)  Your  last  child  has  gone  off  to  college,  and  you  and  your      husband  are  left  with  a  lot  of  newly  found  leisure  time.  So  now  what      do  you  do?  (PAUSE)  

   SFX:     (DUN  DUN  DUN)  

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   SFX:     (PEPPY  MUSIC  UP  AND  UNDER)      ANNCR:     Rediscover  yourself  in  a  Toyota  Highlander.  (PAUSE)  Whether  you      

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   SFX:     (MUSIC  OUT)    ANNCR:   Visit  www  dot  Toyota  dot  com  rediscover  YOU!  

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BIBLIOGRAPHY    

"2009  Honda  Pilot  EX-­‐L  4WD7  -­‐  Car  and  Driver."  Car  Reviews  -­‐  2011  Car  Reviews  at  CARandDRIVER.com  -­‐  Car  Buying  Resource.  Web.  28  Apr.  2011.  <http://www.caranddriver.com/reviews/comparisons/08q4/2009_honda_pilot_vs._ford_flex_and_four_other_crossovers-­‐comparison_tests/2009_honda_pilot_ex-­‐l_4wd_page_7>.  

   

http://www.slideshare.net/sparxoo/2010-­‐generation-­‐trend-­‐report.    "ABCD  Counties:  Definition  from  Answers.com."  Answers.com:  Wiki  Q&A  Combined  

with  Free  Online  Dictionary,  Thesaurus,  and  Encyclopedias.  Web.  25  Apr.  2011.  <http://www.answers.com/topic/abcd-­‐counties>.  

 "About  Toyota  |  Our  Values."  Toyota  Cars,  Trucks,  SUVs  &  Accessories.  Web.  25  Apr.  

2011.  <http://www.toyota.com/about/our_values/>.    Automotive  News,  Auto  News  and  Trends  from  Automotive  Digest.  Web.  25  Apr.  

2011.  <http://www.automotivedigest.com/>.    

http://www.examiner.com/baby-­‐boomer-­‐in-­‐national/polls-­‐assess-­‐baby-­‐boomer-­‐technology-­‐use.  

 "Can  Anything  Stop  Toyota?."  BusinessWeek  Online.  17  November  2003.  

http://www.businessweek.com.    

http://sparxoo.com/2010/02/22/2010-­‐generation-­‐trend-­‐report/.    "Chrysler  Icon  Celebrates  25  Years:  Minivan  to  Survive  Rough  Stretch."  1853  

Chairman.  Web.  29  Apr.  2011.  <http://www.1853chairman.com/2008/11/04/chrysler-­‐icon-­‐celebrates-­‐25-­‐years-­‐minivan-­‐to-­‐survive-­‐rough-­‐stretch>.  

 

http://www.edmunds.com/toyota/highlander/.    

"Figures."  TOYOTA  MOTOR  CORPORATION  GLOBAL  WEBSITE.  Web.  28  Apr.  2011.  <http://www.toyota-­‐global.com/company/profile/figures/>.  

   

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-­‐  GM,  Daimler  Chrysler,  Toyota,  Ford,  

http://www.academicmind.com/unpublishedpapers/business/management/2004-­‐11-­‐000aaa-­‐automotive-­‐industry-­‐analysis.html.  

 

http://legalcareers.about.com/od/practicetips/a/Babyboomers.htm.    Lienert,  Dan.  "Why  Toyota  is  Beating  Ford."  Forbes.  17  November,  2003.  

http://www.forbes.com2003/11/17cx_dl_1117feat.html.    Mediamark  Reporter  (MRI)    "New  2011  Ford  Explorer:  North  American  Truck  of  the  Year  (NYSE:  F)  |  Coal  

Geology."  Coal  Geology  &  Mining  -­‐  Coal  Price,  Clean  Coal,  Coal  Energy.  Web.  29  Apr.  2011.  http://coalgeology.com/new-­‐2011-­‐ford-­‐explorer-­‐north-­‐american-­‐truck-­‐of-­‐the-­‐year-­‐nyse-­‐f/12883    

 New  Cars,  Car  Reviews  &  Prices,  Used  Cars  for  Sale,  &  Auto  Shows  at  Motor  Trend  

Magazine.  Web.  28  Apr.  2011.  <http://www.motortrend.com/index.html>.  

   Baby  Boomers  Will  Change  Retirement.  Part  1:  Many  Baby  

http://seniorliving.about.com/od/retirement/a/newboomerretire.htm.  

 

2009.  http://www.findingdulcinea.com/news/technology/2008/December/More-­‐and-­‐More-­‐Baby-­‐Boomers-­‐Embrace-­‐Technology.html.  

 Ration  X  Trends-­‐  

http://www.demodirt.com/index.php/generation-­‐x-­‐trends.      

Middle-­‐ http://autos.aol.com/article/2011-­‐toyota-­‐highlander-­‐review/.  

 -­‐  

http://usnews.rankingsandreviews.com/cars-­‐trucks/Toyota_Highlander/.  

   

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"Toyota  May  Join  the  U.S.  Big  Pickup  Market."  BigNews  Network.  16  November  2004.  http://feeds.bignewsnetwork.com.  

 "Toyota  Motor  Company."  Amherst.  1999.  

http://www.amherst.edu/~ilstrata/Toyota.htm.    "Toyota  Products."  About  Toyota.  November  2004.  

http://www.toyota.comabout/news/product/2003/04/16-­‐1-­‐prius.html.  

 Wikinvest.  http://www.wikinvest.com/stock/Toyota_Motor_(TM).                    

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