9. In media scheduling, reach would be MORE IMPORTANT than frequency for all of the following EXCEPT a. distributing cents-off coupons b. prompting attitude change c. advertising a special sale or price point d. introducing a totally new brand that people have never heard of before e. direct mail promotions designed to make a sale on the first impression 10. Trevor was hired to evaluate the ease of use' of the web site for a company called Travel by Knight. Which of the following is one of the elements that he should be evaluating when focused solely on the site's ease of use? a. The first page is easy to understand. b. The site makes good use of color. c. The site has user-centric privacy controls. d. Typefaces and font sizes are very readable. e. Physical attractiveness.