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. How effective will this strategy most likely be?
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 with little effect.
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

Publicity and word-of-mouth can be effective in creating buzz and excitement around a new offering, such as live music at Starbucks on Friday nights. However, the manager has little direct control over the message that is being spread through these channels. The success of the strategy will depend on the enthusiasm of customers who attend the event and share their positive experiences with others.

The Manager of Your Local Starbucks Is Trying to Increase