The Manager of Your Neighborhood Café Is Trying to Increase

Multiple Choice

The manager of your neighborhood café is trying to increase store traffic on Friday nights from 8 to 10 PM She has decided to introduce live music by local bands and to promote this change mostly through publicity and word­ of­mouth. Which of the following statements about the manager's decision to use publicity and word­of­mouth is most accurate?

A) They are likely to be ineffective because it does not create as powerful an impact as advertising.
B) They will increase promotional expenses dramatically.
C) They are likely to have a powerful impact, but the manager will have little direct control over the message it creates.
D) They will work only if it creates a different message than the message created by the store's other promotional tools.