Deck 35: Applying Research to Advertising and Public Relations Situations

Question 1

What is the difference between advertising and marketing research?

A) Advertising and public relations research is mostly quantitative whereas marketing research is qualitative
B) Marketing research looks at a brand from all angles of marketing (4Ps): product, price, place (distribution) and promotion but advertising is only interested in promotion
C) Marketing, and advertising are essentially the same thing.
D) Advertising research deals with rational part of the brain whereas marketing deals with emotional responses.

Answer 1

Marketing research looks at a brand from all angles of marketing (4Ps): product, price, place (distribution) and promotion but advertising is only interested in promotion

Question 2

Marketing research looks at a brand from all angles of marketing. These include

A) Product
B) Price
C) Promotion
D) Placement
E) All of the above

Answer 2

All of the above

Question 3

Which of the following research methods are used typically in campaign measurement?

A) Surveys
B) Observations
C) Ethnography
D) Secondary research

Answer 3

Surveys

Question 4

Which of the following is a free tool for sentiment analysis of social media chatter?

A) Wordpress
B) Social Mentions
C) Klout
D) Instagram

Question 5

__________ is a technique through which advertising and public relations researchers can find out how strongly consumers feel about your brand on social media.

A) Focus groups
B) Interviews
C) Sentiment analysis
D) Observations

Question 6

Advertising and public relations research is mostly quantitative whereas marketing research is qualitative.

Question 7

Marketing research looks at a brand from all angles of marketing (4Ps): product, price, place (distribution) and promotion but advertising is only interested in promotion

Question 8

Social media has opened up a new avenue to understand brand opinions in real time and over time.

Question 9

The two areas that gain the most research attention in the advertising/public relations field are creative and media.

Question 10

Typical campaign measurement is done by conducting a qualitative study that measures consumer awareness, attitudes and intent to use the brand.

Question 11

What is sentiment analysis and how can it be conducted?

Question 12

Differentiate between emotional and rational research.