Essentially what the below link will tell you is the type of communication strategy that Toyota has gone with for the Prius after looking at the market and weighing its different communication options. In the end, part of the budget went to pre-testing, some of it direct mail, another part to press releases/conferences with some sponsorships thrown in, and many other strategies to make the product successful.
Be sure to click to page 11 to begin the communication mix and one can look at the rest of the plan to get an idea as to what Toyota’s objectives are, their target demographic, and so on.
http://andidas.deviantart.net/projects/academic/MaketingCommunications_ToyotaPriusMarketingPlan.pdf
One Comment
It doesn’t tell you what Toyota actually went for. It was a hypthetical degree course assignment to identify a potential sensible strategy. It is merely possibilities, nothing more.