Which of the following variables in the marketing mix is the easiest to change rapidly?

Which of the follow is NOT true about public relations?

a. with the growth of the internet, PR is quickly losing its impact b. consumers have become increasing skeptical of marketing claims made in conventional media c. media coverage generated by PR is seen as more credible than paid advertising d. PR has become increasingly important as costs of other forms of marketing communications continue to increase e. PR can support the IMC effort by building and maintaining the image of the firm

Persuasive messages often follow a specialized four-phase format called the

A) PDQ plan. B) AIDA model. C) ASAP model. D) DEFF approach. E) direct, indirect, emotional and logical appeal plan.