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.