Molly owns a small flower shop. she has recently expanded and would like to get more customers. her ideal form of promotion would be a television advertisement. however, she decides it costs too much for her to go that route. she decides to place a smaller ad in the local paper at half the cost. molly's reasons for choosing this form of promotion is based on her:

Promotional Resources

Explanation:

Promotional resources are the materials and medium through which promotion of idea, product or service .The medium used for promotion are news advertising, television advertisement ,personal selling ,mass media etc.The methods have different cost and different way of promotion.  

According to the situation mentioned in the question, Molly is opting for the news advertisement for promotion is based of promotion resource. She wants the benefit of obtaining more numbers of consumer through promoting her shop .She is opting the resource according to her budget and does not want to choose expensive path for that.

"choosing is refusing" means individuals face an opportunity cost with each decision they make. economists state that every decision involves trade-offs. opportunity cost is the least desirable alternative given up as a result of a decision.