10. Which promotional tool is most efficient (e. gets the most sales for promotion dollar invested in the decline the product life cycle? a direct marketing b. sales promotion c. advertising d. public relations 11. Unaided recall posttests are when 1. additional product information, samples or premiums are offered. Ads with the most inquiries are judged most effective b. a question like "What ads do you remember seeing yesterday" is asked without prompting c. tests involve studies as controlled experiments and consumer purchase tests. d. respondents are asked questions to measure changes in attitude after an ad campaign c. after being shown an ad, respondents are asked if their previous exposure was through reading. viewing or listening 12. Pulsing (burst") scheduling would most likely be used for: a. bathroom cleaner b. breakfast cereal c. socks d. motor oil e. candy 13. Aided recall posttests are when a, additional product information, samples or premiums are offered. Ads with the most inquiries are judged most effective. b. a question like "What ads do you remember seeing yesterday is asked without prompting c. tests involve studies is controlled experiments and consumer purchase tests. d. respondents are asked questions to measure changes in attitude after an ad campaign e. after being shown an ad, respondents are asked if their previous exposure was through reading. viewing or listening 14. Continuous steady) scheduling would most likely be used for: a. show blowers b. school supplies c. bathroom cleaner d. toys e. suntan lotion 15. The easiest measure of public relations effectiveness is: a number of exposures in the media b. readership statistics c. awareness, knowledge and attitude changes d. sales and profit impact 16. The best measure of public relations' effectiveness is a number of exposures in the media b. readership statistics c. awareness, knowledge and attitude changes d. sales and profit impact 17. Flighting (intermittent") scheduling would most likely be used for a. snow sais automobiles c. breakfast cereal d. toys e. bathroom cleaner 18. To encourage trial of new products, a firm would use: m. sales promotion b. advertising c. personal selling d. packaging