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Question(s) / Instruction(s):

After deciding to end its backing of Americas top tennis tournament, Heineken has now agreed to sponsor the U.S. Open Tennis Championships in a new five-year, $20 million rights fee and media deal. Which promotional activity was most likely used in making this deal?

A.            direct sales management

B.            personal selling         

C.            public relations

D.            sales promotion

E.            research and development        

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