Deck 1: Needs for Research in Advertising and Public Relations

Question 1

Which of the following is an example of applied research?

A) Investigating the effects of violent videogames on adolescents
B) The role of social media in revolutions
C) Choosing the best media vehicle for your advertisement
D) The relationship between the color red and an individual's self-esteem

Answer 1

Choosing the best media vehicle for your advertisement

Question 2

"It is impossible to get an A on a college test-my professor said so" is an example of knowing by:

A) Method of intuition
B) Method of authority
C) Method of tenacity
D) Scientific method

Answer 2

Method of authority

Question 3

"I just know that my design works" is an example of knowing by:

A) Method of intuition
B) Method of authority
C) Method of tenacity
D) Scientific method

Answer 3

Method of intuition

Question 4

__________ is a type of research that establishes changes in environment and economy in the future.

A) Predictive Research
B) Diagnostic Research
C) Focus groups
D) Both (b) and (c)

Question 5

"My grandfather spent 5% of sales on advertising, my father spent 5% of sales on advertising, it has worked for both so I will spend 5% of sales on advertising" is an example of knowing by:

A) Method of intuition
B) Method of authority
C) Method of tenacity
D) Scientific method

Question 6

Copytesting is an example of what type of research?

A) Basic research
B) Applied research
C) Both (a) and (b)
D) Pure research

Question 7

Which of the following are negative rationale for conducting advertising and public relations research?

A) Research can be expensive
B) Research can lead to very few benefits
C) It may not be reliable
D) Research may not be conducted in an objective fashion
E) All the above are negative rationale for advertising and public relations research

Question 8

Which of the following is an example of basic research?

A) Copytesting
B) Split or A/B testing
C) Examining the effects of violent video games on middle schoolers
D) Choosing the best media vehicle for your advertisements

Question 9

Which of the following is NOT an advantage of research in advertising and public relations

A) Saves money
B) Saves time
C) Helps you gain on your competition
D) It offers instant credibility
E) Research is always inexpensive to conduct

Question 10

__________is an attempt to gather, analyze, interpret, and present information with the goal of solving strategic communication problems for businesses and non-profits.

A) Science
B) Progress
C) Strategic Communication Research
D) Communication
E) Advertising

Question 11

Most research in advertising and public relations is basic or pure in nature

Question 12

Predictive research can also help predict changes in environment and economy.

Question 13

University professors mostly conduct basic or pure research.

Question 14

Basic research addresses pragmatic and specific business or communication problems

Question 15

Applied research is done to extend the frontiers of human knowledge and does not usually serve a specific business or communication problem.

Question 16

Research in advertising and public relations offers instant credibility

Question 17

Method of tenacity assumes that something is true because it has always been true.

Question 18

Copytesting is an example of basic research

Question 19

Industry professionals conduct basic research.

Question 20

Method of intuition assumes that something is true because it has always been true.

Question 21

List five benefits of conducting advertising and public relations research.