Which of the following is the LEAST controllable element of the communications mix?

A) buzz marketing
B) personal selling
C) direct marketing
D) point-of-purchase sales

Buzz marketing involves creating a word-of-mouth buzz and getting people talking about a product or service. It is difficult to control the message or who is talking about the product, making it the least controllable element of the communications mix. Personal selling, direct marketing, and point-of-purchase sales all involve direct communication between a company and its target audience and therefore offer more control over the messaging.