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:

Implicit Association Test (IAT)

A psychological test designed to uncover unconscious or hidden biases by measuring the strength of automatic associations between concepts.

Explicit Attitudes

Beliefs and feelings that individuals are aware of and can openly communicate.

Implicit Associations

Unconscious associations or links between concepts, which can influence thoughts and behavior without conscious awareness.

Agentic

Refers to an individual's capacity to act independently and make their own free choices.