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

Question

Quizplus · Accepted Answer

Publicity has two advantages that are likely to appeal to Lyla. One is the media will publish stories for free if the stories are interesting and newsworthy. Given the firm's limited budget, this would make publicity an attractive option. Perhaps even more important for Lyla, a second advantage of publicity is its believability.

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