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

question 257

Multiple Choice

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

• A) publicity to help create a positive image for her firm and its products
• B) 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:

Septum

A structure within the brain that acts as a partition between two cavities or spaces, important in both emotion and motivation.

Olfactory Membrane

A specialized epithelial tissue inside the nasal cavity involved in smell detection.

Activation-synthesis Hypothesis

A theory suggesting that dreams are the result of the brain's attempt to make sense of neural activity that occurs during sleep.

Dreaming

A sequence of ideas, pictures, and feelings that happen in someone's mind while they are sleeping.