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Public relations gains high credibility mainly because the messenger is:
AA non-trading second party
BA non-local fourth party
CA non-biased third party
DA non-paying first party
Answer & Solution
Correct answer: C. A non-biased third party
1. The firm did not buy the space.
2. An outside voice carries it.
3. The messenger is a non-biased third party.
_Source: OpenStax Principles of Marketing, Chapter 13, Integrated Marketing Communications._
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