Bradley: Marketing Research 3e Chapter 13: Multiple choice questions Instructions Answer the following questions and then press 'Submit' to get your score. Question 1 AIDA refers to the: a) hierarchy of effects model. b) broadcast model. c) subscription model. d) Internet model. Question 2 Which ONE of the following is NOT used in advertising research? a) Copy testing, b) Pretesting, c) Post-Testing d) Voting Intention Question 3 Which ONE is the odd one out? a) NRS. b) GPS. c) RAJAR. d) BARB. Question 4 Which ONE of the following will verify declarations made by media owners? a) OTS. b) ABC. c) CPT. d) RPC. Question 5 Which ONE of the following refers to the relationship between readership and circulation? a) CPT. b) GRP. c) RPC. d) TVR. Question 6 Research should measure advertisements against: a) communications objectives. b) management objectives. c) marketing objectives. d) research objectives. Question 7 Advertising research is usually carried out with: a) buyers of the product. b) users of the product. c) the target audience. d) shareholders. Question 8 Which ONE of the following helps to establish the effectiveness of advertising by isolating and identifying the weights and relationships between different variables involved in purchasing? a) Semiotics. b) Econometrics. c) Ethnography. d) Demographics. Question 9 In the hierarchy of effects models, which ONE of the following comes first? a) Action. b) Awareness. c) Desire. d) Interest. Question 10 Which ONE of the following is a 'danger' specifically relevant with reporting pre-tests of advertising research? a) Respondents are ambiguous. b) Deadlines are tight. c) Ethics can be broken. d) Visuals can mislead.