Question 1

What is the difference between advertising and marketing research?&#10;A) Advertising and public relations research is mostly quantitative whereas marketing research is qualitative&#10;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&#10;C) Marketing, and advertising are essentially the same thing.&#10;D) Advertising research deals with rational part of the brain whereas marketing deals with emotional responses.

Accepted Answer

Marketing research encompasses a broader scope, including the 4Ps (product, price, place, and promotion), to understand and meet consumer needs. Advertising, a subset of promotion, focuses on creating and delivering messages to promote products or services.

Question 2

Marketing research looks at a brand from all angles of marketing. These include&#10;A) Product&#10;B) Price&#10;C) Promotion&#10;D) Placement&#10;E) All of the above

Accepted Answer

Marketing research encompasses all aspects of marketing, including Product, Price, Promotion, and Placement, to provide a comprehensive understanding of a brand's position and opportunities in the market.

Question 3

Which of the following research methods are used typically in campaign measurement?&#10;A) Surveys&#10;B) Observations&#10;C) Ethnography&#10;D) Secondary research

Accepted Answer

Surveys&#10;

Question 4

Which of the following is a free tool for sentiment analysis of social media chatter?&#10;A) Wordpress&#10;B) Social Mentions&#10;C) Klout&#10;D) Instagram

Accepted Answer

Social Mentions is a free tool specifically designed for tracking and analyzing social media sentiment, making it suitable for monitoring social media chatter.

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.&#10;A) Focus groups&#10;B) Interviews&#10;C) Sentiment analysis&#10;D) Observations

Accepted Answer

Sentiment analysis is a technique used to evaluate the attitudes, opinions, and emotions expressed in text data on social media, making it a valuable tool for understanding consumer perceptions of a brand.

Question 6

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

Accepted Answer

Marketing research often incorporates both quantitative and qualitative methods, while advertising and public relations research can also use a mix of both to understand public perceptions and effectiveness of campaigns.

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

Accepted Answer

Marketing research encompasses the study of all elements of the marketing mix (product, price, place, and promotion) to understand market dynamics and consumer preferences, while advertising focuses specifically on the promotion aspect, aiming to communicate the brand or product's message to the target audience.

Question 8

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

Accepted Answer

Social media platforms provide a continuous stream of data on user opinions, preferences, and reactions to brands, allowing businesses to monitor and analyze brand sentiment in real time and track changes over time.

Question 9

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

Accepted Answer

Creative and media are indeed the two areas that gain the most research attention in the advertising/public relations field. Creative research focuses on the development of advertising content and strategies, while media research concentrates on the channels through which advertisements are delivered to target audiences.

Question 10

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

Accepted Answer

Campaign measurement is typically done using quantitative methods to measure metrics like reach, engagement, and conversion rates, rather than qualitative studies.

Question 11

What is sentiment analysis and how can it be conducted?

Accepted Answer

The answer of What is sentiment analysis and how can...

Question 12

Differentiate between emotional and rational research.

Accepted Answer

The answer of Differentiate between emotional and rational research....

Deck 35: Applying Research to Advertising and Public Relations Situations