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21) Which of the following is NOT an element of the promotion mix? A) public relations B) personal selling C) sales promotion D) product E) direct marketing 22) With which type of marketing communication does the marketer have the greatest level of control over the message? A) word-of-mouth communication B) advertising C) public relations D) direct marketing E) personal selling 23) With which type of marketing communication does the marketer have the lowest level of control over the message? A) word-of-mouth communication B) advertising C) public relations D) direct marketing E) personal selling 24) The use of short-term incentives to encourage the immediate purchase or sale of a product or service is called ________. A) indirect marketing B) sales promotion C) personal selling D) public relations E) advertising 25) Contests and coupons are both types of ________. A) indirect marketing B) sales promotion C) personal selling D) public relations E) advertising 26) Which of the following is the nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor using the mass media? A) direct marketing B) sales promotion C) public relations D) advertising E) direct selling 27) Advertising has some shortcomings. What is NOT one of them? A) It is impersonal. B) It can be very costly. C) It does not allow the marketer control over when the message will appear. D) It sometimes suffers from a credibility problem. E) It does not make the audience feel the need to respond. 28) Unlike other forms of promotion, ________ is intended to stimulate immediate action rather than build long-term loyalty from a customer. A) sales promotion B) guerrilla marketing C) advertising D) word-of-mouth communication E) personal selling 29) ________ is the element of the promotion mix that involves direct interaction between a company representative and a customer. A) Word of mouth B) Public relations C) Advertising D) Personal selling E) Sales promotion 30) A company is implementing ________ when it airs a television commercial to millions. A) interactive marketing B) viral marketing C) mass communication D) personal communication E) buzz

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