Posttests that involve studies such as controlled experiments (e.g.,using radio ads in one market and newspaper ads in another and comparing the results)and consumer purchase tests (measuring retail sales that result from a given advertising campaign)are examples of

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The posttests described in the question, involving controlled experiments and consumer purchase tests, are examples of sales tests because they measure the impact of advertising on actual retail sales. Option A (aided recall) and B (unaided recall) refer to measures of the audience's ability to remember the ad or brand, while option C (attitude tests) measures the audience's attitude towards the ad or brand. Option E (inquiry tests) measures the number of inquiries the ad or campaign generates from interested customers.

Posttests That Involve Studies Such as Controlled Experiments (E