The Manager of Your Local Starbucks Is Trying to Increase

Multiple Choice

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.