Bonnie Faces the Challenge of Developing the Promotion Mix for a New

question 267

Multiple Choice

Bonnie faces the challenge of developing the promotion mix for a new business. Given the uniqueness of the new products and a very limited budget, Bonnie confronts a creditability problem. She realizes that the promotional messages of an unknown firm may be met with skepticism. Bonnie should consider:

• A) publicity to help create a positive image for her firm and its products.
• B) the extensive use of persuasive advertising.
• C) emphasizing personal selling rather than public relations.
• D) changing jobs because this situation is hopeless.

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Definitions:

Fault

A defect or imperfection, either in a physical system or in a line of reasoning.

Fear

An emotional response to perceived threats or danger, often causing physiological and behavioral changes.

De-emphasize

To reduce the significance or importance of something in comparison to other factors or elements.

Negative Information

Unfavorable facts or feedback that needs to be communicated, often requiring careful handling to mitigate its impact.