Toyota uses both Mass and Interpersonal advertising to communicate
to its customers. However, their focus is on Mass communication to inform or
persuade or remind potential customers and TV, Social media and Auto Shows are
their main channel for Mass communication. Interpersonal personal communication
starts once the customer enters the dealership. At this stage Toyota’s
representative is involved in face-to-face communication with the potential
buyer and, he is engaged in a personal selling situation.
