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

Multiple Choice

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