Suppose that Starbucks came up with a plan to develop a new milkshake product (coffee-flavored, of course, but also available with other flavors) to market as a morning commute beverage. The product would be packaged in a container that is convenient to drink from and to put in a car drink holder. It would distributed through Starbuck stores and other retailers such as supermarkets. Although a dairy product, the milkshakes would be shelf-stable (meaning they wouldnt have to be refrigerated). Suppose as well that in preparing her communication program, the brand manager for Starbucks morning commute beverage is trying to decide between several proposals submitted to her by the brand-management team. The two leading options are:

(A) Coupons distributed by mail that are good for 50 cents off the price of a morning commute beverage.

(B) A television advertising campaign using 30-second spots.

Assume that the costs of both alternatives are the same. Which one of the two approaches would you recommend that the brand manager choose to introduce Starbucks morning commute beverage? Begin your answer with A or B, then briefly defend your recommendation, explaining clearly why it is superior to the alternative.