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:

Mental Processes

The functions of the brain that involve thoughts, feelings, and cognitive activities, including perception, memory, and decision-making.

Social Psychologist

A scientist who studies how people's thoughts, behaviors, and feelings are influenced by the actual, imagined, or implied presence of others.

Sigmund Freud

An Austrian neurologist and founder of psychoanalysis, a clinical method for treating psychopathology through dialogue between a patient and a psychoanalyst.

Human Factors Specialist

A professional who applies principles of psychology to designing products and creating work environments that optimize human performance and reduce errors.