On the excerpt from the example Market Summary report below, which company has the most effective Advertising and PR strategy?

Mountain Segment

$\backslash$table$[[$Product Name,Firm,Sales,Lost Sales ${?}^{**},$Retail Price,Awareness,PR$],[$Adv$1,$Your Multi$-$Player Firm,$18,238,461,$$$700,0\mathrm{.}18,0\mathrm{.}09],[$Adv$2,$Speedy Cycles,$19,694,0,$$$735,0\mathrm{.}22,0\mathrm{.}09],[$Adv$3,$Deals On Wheels,$22,072,0,$$$675,0\mathrm{.}21,0\mathrm{.}12],[$Adv$4,$BikesRUs,$21,484,0,$$$725,0\mathrm{.}23,0\mathrm{.}15],[$Adv$5,$Dusty Roads,$12,{108}_{?},0,$$$850,0\mathrm{.}16,0\mathrm{.}09],[$Average $($Weighted$),,93,596,461,$$$726,0\mathrm{.}20,0\mathrm{.}11]]$

a$.$ Dusty Roads

b$.$ Deals on Wheels

c$.$ BikesRUs

d$.$ Speedy Cycles