Summary graphic divided into $5$ columns summarizes promotional elements, costs, and their strengths and weaknesses."The column headers are marked from left to right as Promotional element, mass or customized, cost, strengths, and weaknesses. The data is as follows:

A $($customized$)$: cost includes the cost of communication through mail, telephone, or computer; strengths include messages can be prepared quickly and facilitate relationships with customers; weaknesses include declining customer response and database management is expensive.

B $($customized$)$: costs include fees paid to salespeople as either salaries or commissions; strengths include immediate feedback, being very persuasive, selecting an audience, and giving complex information; weaknesses include extremely expensive per exposure and messages may differ between salespeople.

C $($mass$)$: cost includes no direct payment to media; strengths include often the most credible source in the consumer's mind; weaknesses include difficulty in getting media cooperation.

D $($mass$)$: cost includes fees paid for space or time; strengths include efficient means for reaching large numbers of people; weaknesses include high absolute costs and difficulty in receiving good feedback.

E $($mass$)$: cost includes a wide range of fees paid, depending on the promotion selected; strengths include being effective at changing behavior in the short run and very flexible; weaknesses include easily abused, can lead to promotion wars, and easily duplicated."

Multiple Choice

a. direct marketing.

b. sales promotion.

c. public relations.

d. advertising.

e. personal selling.