The manager of your local Starbucks is trying to increase store traffic on Friday nights from 8 to 10 p.m.She has decided to offer live music by local musicians and to promote this change mostly through publicity and word-of-mouth.Which of the following statements about this decision is most accurate?
A)Publicity and word-of-mouth will work only if they create a different message than the message that is created by the store's other promotional tools.
B)Publicity and word-of-mouth will increase promotional expenses dramatically.
C)Publicity and word-of-mouth are likely to be ineffective because they do not create as powerful an impact as advertising.
D)Publicity and word-of-mouth are likely to have a powerful impact, but the manager will have little direct control over the message they create.

Question

Quizplus · Accepted Answer

While advertising can be effective, it can also be expensive. Publicity and word-of-mouth can be a more cost-effective way to promote the live music event. However, the manager will not have direct control over the message that is created, so it may not be the exact message they want to convey. Nonetheless, if executed correctly, publicity and word-of-mouth can have a powerful impact on increasing store traffic during the target time period.

The Manager of Your Local Starbucks Is Trying to Increase