Mass Media and Communication Studies - Question Bank/ Sample Question Paper (Objective)
Showing posts with label journalism. Show all posts
Showing posts with label journalism. Show all posts
Sunday, 22 July 2018
Saturday, 21 July 2018
Print Media Journalism - Question Bank/ Sample Question Paper (Objective)
Print Media Journalism - Question Bank/ Sample Question Paper (Objective)
Mass Communication and Broadcast Media - Question Bank/ Sample Question Paper (Objective)
Mass Communication and Broadcast Media
QUESTION BANK
Mass Communication and Print Journalism Sample Question paper/ Question bank (Descriptive)
Mass Communication and Print Journalism Sample Question paper/ Question bank (Descriptive)
Part I
Answer in one word/sentence
Mass Media and Broadcast Journalism Sample Question paper/ Question bank (Descriptive)
Mass Media and Broadcast Journalism Sample Question paper/ Question bank (Descriptive)
Part I
Answer in one word/sentence
Mass Communication and Journalism - Question Bank/ Sample Question Paper (Objective)
Mass Communication and Journalism - Question Bank/ Sample Question Paper (Objective)
Tuesday, 17 July 2018
Difference between Advertisement and Public Relations
One of the most important and most often used tools that
business concerns employ is advertising. It is used to convey messages to
targeted audiences. Advertising can be extremely costly to employ. The process
of conveying messages to an audience which may be composed of present or
prospective customers through a single medium or multiple mediums is called a
campaign.
On the other side the main role of public relations is to increase
interest and awareness of the audience that you have targeted. This process or
campaign as it is also called does not necessarily try to convince or persuade
them to purchase the product. The public relations plan seeks to increase
awareness and create a positive image of the company through messages that
educate and provide information.
A combination of the two methods is generally regarded as
most effective. A marketing strategy that is an incorporation of the two
methods to produce the desired results would be the ideal process. Although
advertising requires a bigger budget public relations is often considered to be
the larger scale operation because advertising deals only with marketing and
sales while public relations encompasses the total communications activity of
the entire organisation.
Public Relations Campaign
An integral part of any public relations effort is PR
campaign. PR campaign can be defined as a comprehensive strategy that consists
of a series of PR messages in a variety of media centering on a single idea or
theme. A campaign informs the public about change within the company or builds
awareness of business to potential customers.
PR campaign is the execution of the final product of
research, brainstorming, and creativity. As such, PR campaign needs to be
researched, focused and realistic. During a campaign, the PR team should get
ready with press releases, news stories, and strategies. Traditional media as
well as the online media, social media sites such as Twitter, and Facebook will
be handy in disseminating information.
Roles and Qualities of Public Relations Officer
A public relations officer plays many important roles in the
planning and implementation of publicity and goodwill campaigns for the
organisations. The following are some of the crucial roles played by the public
relation officers.
1. Advisory role
Public relation officer advice the management on internal
and external issues that may affect the goodwill and reputation of the
organisation.
2. Conducting surveys
Surveys are conducted by the public relations department on
a regular basis, to identify the problems within the organisation and to assess
the opinions of its employees and general public.
3. Building and maintaining contacts
The public relations officers develop connections with
important personalities and other organisations with decision making powers.
This helps in popularizing the image of the organisation. Building relations
with opinion makers like media and politicians is a part of this practice.
4. Preparing press releases and reports
It is the duty of the public relation officer to prepare
press releases and other reports on behalf of the organisation. Reports include
articles, survey results and product information. Preparation of press releases
comprises of other functions like organizing press conferences and other
functions for media personnel.
5. Editing and publishing booklets, brochures, magazines
In most of the organisations the duties of editing and
publishing the printed material is performed by the public relations
department.
External Tools of Public Relations
External tools comprise of outdoor publicity media,
broadcasting and print media, and other mass media. The goals and objectives of
the organisation define the type of media to be adopted. The public relations
officers play crucial role in deciding the media and methods of disseminating
information.
1. Press
Print media have a wide reach in the general public. Any
literate person can depend on print media for information. It helps the public
relation departments to connect with a large group of people. Effective public
relation through print media can boom up the image of the organisation in the
general public. Newspaper is widely used by public, private and government
authorities to disseminate the information to the public. It is a cost
effective method with maximum outcome.
2. Radio
Radio is the most popular medium in the country. It can
reach both urban and rural communities. Even an illiterate person can consume
information from radio. It is a personal medium and creates great impact on the
audience. Public relation practitioners can effectively use radio to influence
the public. Radio programs like industrial and business news, discussions,
surveys etc. can be utilized by the public relation practitioners. Apart from
this sponsoring popular programs also will help in creating goodwill for the
company.
3. Television
Television is a highly persuasive and popular medium. It
provides a larger platform for publicity through its audio visual features.
Public relation officers can effectively use television for spreading the
information about the organisation. Television publicity includes sponsoring
popular programs, news and short documentaries about the organisation,
analytical surveys, talks, discussions, interviews, etc. Corporate videos are
also a part of television publicity.
4. Films
Films and other videos create great impact on the viewers.
Many documentaries were made during the Second World War to propagate the
ideologies of Nazi Germany. Night and Fog was one of the most popular
documentary films which emphasized on Hitler’s propaganda. Such methods are
still being used by nation leaders and business men to create an identity in
the public. Business corporations also use films for the popularity of their
organisation.
5. Traditional media
The traditional Media have played a very important role in
solving several emotional problems. In the developing countries where
illiteracy is wide-spread and communications scanty, the folk media assume
greater importance. In India music, dance, drama have always played an
important role in combating destructive elements and in harmonizing emotional
outbursts relating to caste, creed, religion and language issues.
6. Magazines
Magazines are an important medium for product news, feature
stories and pictorial publicity. Business magazines are widely used by
organisations to disseminate information on their new schemes and products. It
is also being used to emboss the image of the organisation.
7. Outdoor media
Bill boards, hoardings, flex boards and posters are the
popular outdoor media. The messages and images displayed on an outdoor media
are large and noticeable. They are attractive, huge and colourful and they can
display the messages round the clock. They are placed along the roads and in
every corner of the streets.
Internal Tools of Public Relations
Internal tools
Internal tools are used for communication within the organisation.
It usually comprises of printed materials and meetings conducted to collect the
opinion of the employees, on the working conditions and other facilities
provided by the organisation.
1. House Journal
House journals are magazines produced by the organisation to
inform its employees and shareholders, about the company and its new policies
or innovations. It is a link between the organisation management and employees.
It creates a communication platform for the organisation, its employees and shareholders
to share thoughts and opinions on various issues concerning the organisation.
House journals are more useful for large, multinational companies, as it
bridges the gap between the employees at various locations.
The house journals are edited and published by the public
relations department of the organisation. In order to establish a fare
communication link, it must be attractive and interesting to the reader. The
format of a house journal varies from a newsletter to a booklet. The final
authority to approve the contents and form of a house journal is the
organisation management.
2. Annual report
Annual report comprises of the details of policies and
working strategies adopted by the organisation. It also includes the reports
and analysis on the sales, profit and other outcomes. An annual report is
usually drafted by the public relations officers of the organisation.
3. Meetings
Meetings are very essential for an organisation. Meetings
can be of different types based on the importance of the topic to be briefed.
Whether it is an all staff meeting or meeting of department heads, it creates a
better communication link between the employees. Meetings are usually conducted
to collect the opinions of the employees on various policies and schemes
adopted by the organisation.
4. Printed literature
The newsletters, leaflets, brochures, posters etc.,
published and distributed by the public relations departments is an effective
tool for internal communication. Various events and other details of the
organisation are easily communicated through various printed literature.
5. Bulletin boards
It is an oldest method of internal communication in an
organisation. Bulletin boards are used to inform the employees and other
stakeholders.
6. Direct mail
It is a list of mailing address of important personalities.
Brochures, house journals and newsletters can be easily mailed to these
important people through direct mail system.
What are the functions of Public Relations?
Public relation functions are categorized by the methods
implemented to appeal and develop relation with the public. The following are
some of the competency functions of public relations.
1. Community relations
An organisation’s planned, active and continuing
participation with and within a community, to maintain and enhance its
environment, to the benefit of both the organisation and the community is
called community relations.
2. Employee relations
Employee Relations deals with the employees of an
organisation. This can include team building, employee empowerment and the
maintenance of employee goodwill. The image and reputation of a company among
its employees is also another responsibility of public relations in its
function of employee relations.
3. Media Relations
Media relations involve setting up and maintaining a
professional and mutually beneficial working relationship with reporters and
media personnel. It is commonly performed when seeking publicity or responding
to reporters’ questions. Media relations are developed by becoming a credible
source and as a provider of factual, expert information.
4. Product public relations
The role played by PR when a new product is introduced in
the market is crucial for creating awareness and differentiating the product in
the public’s eyes from other similar products. It is also used for improving
the product visibility of an existing product.
5. Crisis communications
Public relation officers provide honest and accurate
information when an accident or mishap happens. It can reduce the uncertainties
created by the event in the employees. Public relations play major role in the
events of natural disasters, management wrongdoings, bankruptcies and product
failures.
6. Government relations
It is the communications with legislatures and government
agencies on behalf of an organisation. It includes influencing legislation that
can be hindrances to the proper operation of the company. Public relations in
politics may have to stage debates and seminars for government officials.
7. Financial Relations
Financial relations involve communication with the wide
variety of individuals and groups that the company deals with in the course of
its operations. This includes the stockholders and investors and many other
individuals.
Apart from these, there are also four other functions
performed by the public relation officers. They are:
1. Fact finding
Fact finding is the collection of data on the attitude of
people towards the company. This help to identify the problems faced by the
company and find its strength and weaknesses. It is the first step towards
forming objectives, identifying target audience and creating PR strategies.
2. Planning
Planning involves the setting of company goals and finding
ways to achieve them. It defines the target audience and methods adopted for
communicating with them. The means of communication, financial requirements and
manpower needed for this process is decided in this stage.
3. Communication
After the plans are well defined, the next step is to
communicate and implement them to the stakeholders. Effective communication and
implementation of plans will give good results.
4. Evaluation and Research
Evaluation of the outcomes of the plans is very much
important in public relation process. It helps to rectify the errors and
introduce better communication strategies.153
Public Relations in India
Public relations began in India in the early 1990's. India
came with many advantages in the scenario of public relations. The consistent
and high growth rate of the economy made India a notable area for public
relations companies.
By the early 1990's, after the opening up of the Indian
economy, several public relations agencies, notably Perfect Relations, 20:20
MSL, Text 100 and Genesis started with a core focus on public relations alone.
This decade also saw the advent of Indian IPO (initial public offerings)
agencies like Ad factors PR began to offer PR services free along with their
IPO services. These recent past b2p (business to people) relations have been
emerging as a best public relations practice in Chennai.
In 2012, the public relations market has slowed down due to
the overcrowding of the market. The recession of 2008 &2009 gave birth to
another terminology in India called regional public relations. India and
similar paced economies have become favoured destinations for global public
relations firms keen to extract their share of growth from this market. In
2012, the PR market has slowed down due to the overcrowding of the market with
too many fighting for too few.
History of Public Relations
The formal practice of what is now commonly referred to as
public relations dates to the early 20th century. Most historians believe
public relations became established first in the US by Ivy Lee or Edward
Bernays, and then spread internationally. Many American companies with PR
departments spread the practice to Europe when they created European
subsidiaries as a result of the Marshall plan. The second half of the twentieth
century is considered the professional development building era of public
relations. Trade associations, PR news magazines, international PR agencies,
and academic principles for the profession were established.
Public relations became a profession in 1903 as Ivy Lee
undertook to advise John D. Rockefeller on how to conduct his public relations.
Rockefeller owned coal mines and the Pennsylvania Railroad. Miners were on
strike and the railroad hushed up the facts when its trains were involved with
accidents. Lee advised Rockefeller to visit the coal mines and talk to the
miners. Rockefeller spent time listening to the complaints of the miners,
improved their conditions, danced with their wives, and became a hero to the
miners. Public relations took the next step toward professionalism in 1918 as
Edward Bernays advised the President of the new country of Czechoslovakia to
announce independence on a Monday, rather than on a Sunday to get maximum press
coverage. In 1923, Bernays published Crystallizing Public Opinion, in which he
established several public relations principles.
During the 1990s specialties for communicating to certain
audiences and within certain market segments emerged, such as investor
relations or technology PR. New internet technology and social media websites
effected PR strategies and tactics.
What is Public Relations?
Public relations, is a planned process to influence public
opinion, through sound character and proper performance, based on mutually
satisfactory two-way communication. It is the practice of managing the flow of
information between an individual or an organisation and the public. The aim of
public relations by a company often is to persuade the public, investors,
partners, employees, and other stakeholders to maintain a certain point of view
about it, its leadership, products, or of political decisions. It is corporate
shield that the company can wear which would protect the company during adverse
times. Public relations can also be defined simply as the practice of managing
communication between an organisation and its public.
The aim of public relations is to inform the public,
prospective customers, investors, partners, employees, and other stakeholders
and ultimately persuade them to maintain a certain view about the organisation,
its leadership, products, or of political decisions. Public relations professionals
typically work for PR and marketing firms, businesses and companies,
government, government agencies, and public officials as PIO, and
nongovernmental organisations and non-profit organisations.
• Definitions
Public relations are a strategic communication process that
builds mutually beneficial relationships between organisations and their
public. – Public Relations Society of America
It is a management function, which tabulates public
attitudes, defines the policies, procedures, and interests of an organisation,
followed by executing a program of action to earn public understanding and
acceptance. – Ivy Lee and Edward Louis Bernays
The art and social science of analyzing trends, predicting
their consequences, counselling organisational leaders, and implementing
planned programs of action, which will serve both the organisation and the
public interest. - World Assembly of Public Relations Associations, 1978
What is an Advertising Agency?
An advertising agency is a firm that performs every kind of
works related to advertising and marketing. It is a service based business
dedicated to creating, planning, and handling advertising for its clients.
An
ad agency creates new promotional ideas, designs print, radio, television, and
internet advertisements, books advertisement space and time, plans and conducts
advertising campaigns, commissions research and surveys, and provides other
such services that help a client in entering and succeeding in a chosen market.
The first acknowledged advertising agency in the world was
William Taylor in 1786. Some of the major ad agencies in India are Ogilvy and
Mather, Mudra Communications, JWT, McCann Erickson India, etc.
Effects of Advertising on Children
The impact of advertising on children, either directly or
indirectly continues to arouse a considerable amount of controversy all over
the world. One of the most emotionally charged allegation against advertising
is that it is harmful to children who are regarded as immature and totally
gullible.
On the other hand, advertisers argue that the primary goal
of advertising is to inform child audiences that will widen their range of
choice in particular market rather than ending up with purchasing unwanted
products. Moreover, today’s children have grown up with television and internet
and they have learned to cope with these equipment. The anxiety is on the part
of parents/grandparents/teachers/religious leaders for whom television or
Internet are relatively new media.
The arguments against advertising to children usually claim
that advertisement creates artificial demands from children which parents are
reluctant to gratify. This will create additional family tensions. The specific
arguments against ad are the following:
·
Television
commercial suggests to children that without the product, they are inferior
·
Children
between 4 -7 years cannot tell fact from fantasy from an advertisement
·
Advertisement
make children nag their parents and this creates artificial demands
·
Advertisements
encourages children to buy things which are too costly for the parents
·
Children
in advertisements sometimes set a bad example
·
Junk
foods, such as pizzas, burgers and soft drinks, are heavily promoted during
children’s TV viewing time. This develops a craving for fatty, sugary and fast
foods in kids, thereby affecting their health adversely.
·
Many
advertisements include dangerous stunts, which can be performed only by
experts
·
Even
though the commercials broadcast the statutory warnings with the ad, the kids
often try to imitate the stunts at home, with fatal results
Mass media and Advertisements
After the upheaval and widespread of the mass media, the
companies have naturally used this means of communications to let a large
number of people know about their products. After this the complexities of
advertising methods and techniques have advanced. This resulted in the turning
luxuries into necessities and intentional creation of needs and consumerism.
The new media gradually surpassed the traditional media as
the audience shifted from television and newspaper to the internet for
information and entertainment. The new media is a major mass media because of
its ability to reach larger audiences for less money.
Advertising spend more money on various media. In the
present time the favourite media are the T. V., the press, and posters along
with radio and film. These have widest coverage. However other advertising
media like posters, direct mail, transit media and electric and neon signs are
by favoured a few top advertisers.
Elements of an Advertising Copy
1. Powerful headline
The headline of an advertising copy is said to
be the most important element. The headline of an advertisement will normally
present a selling idea or will lead people to read of the advertisement.
2. Sub-head
Sometimes important facts may have to be
conveyed to the reader and it may require more space than what should be
ideally used for the headline. In order to give prominence to such formation it
can be put in smaller type than the headline, known as a subhead.
3. Body Copy
The body copy refers to the text in the
advertisement which contains details regarding the functions of the
product/service and its benefits. The body copy can be short or long depending
on how much information the company is willing to tell the reader.
4. Captions
Captions are the small units of type used with
illustrations, coupons and special offers. These are generally less important
than the main selling points of the advertisement in the body copy and are
usually set in type sizes smaller than the text.
5. Blurb
A blurb or a balloon is a display arrangement
where the words appear to be coming from the mouth of one of the characters
illustrated in the advertisement.
6. Boxes and Panels
Boxes or panels are, in fact, captions placed in
special display positions so as to get greater attention. A box is a caption
that has been lined on all sides and singled out from the rest of the copy.
Boxes and panels are generally used in advertisements containing features such
as coupons, special offers and consumer contests.
7. Slogans, Logo Types and Signatures
A slogan may refer, for instance, to the age of
the advertiser’s firm, meant for inclusion in every advertisement. A symbol of
the company name, seal or trademark is called logotype and is a typical feature
of most advertisements. It is also referred to as signature, indicating
identification of the company or the brand, address, phone numbers, websites
etc.
8. Strap line
A ‘strap line’ or ‘tag line’ usually appears
underneath the logo. The strap line summarizes the product’s benefits in a
memorable way. Strap lines often make good headlines because they summarize a
major benefit in a pithy way.
9. Extras
Some print ads may have additional special
elements such as an attached business reply envelope, tear-out portion with a
coupon, tip sheet, product sample.
10. Logo
A logo is a graphic mark or emblem commonly used
by commercial enterprises; organizations etc. to aid and promote instant public
recognition. Logos are either purely graphic (symbols/icons) or are composed of
the name of the organization. Examples of well-known logotypes are the striped
IBM design and Coca-Cola written in flowing red script. It is also referred to
as trademark or brand.
11. Illustration
An illustration is visualization such as a
drawing, painting, photograph or other work of art that is created to elucidate
or decorate textual information by providing a visual representation.
12. Jingle
A jingle is a memorable short tune with a lyric
broadcast used in radio and television commercials, which are usually intended
to convey an advertising slogan. They are also used for radio station,
television channel and program identification purposes. The main role of an
advertising slogan or radio jingle is to create an identity for the brand.
Principles of Advertisement
The basic principle of advertising is identification of
market and spreading the word.
1. Identification of brands
Products, services and ideas are sold through businesses
that are differentiated by their brand identities. Brand identity is
communicated to the public via advertising. Consumers build emotional
relationships with certain brands with which they become increasingly familiar
through the years, through advertising.
2. Disseminating information
Advertising supplies the necessary information to consumers
so that they know what is available and where to buy it. It broadcasts
information on products, services and ideas sold on the open market through a
variety of media portals. It reveals the special features being sold, what
color and size the product is and which stores carry it.
3. Persuasion
Persuasion is the core mission of advertising. Powerful,
visual advertising presentations compel consumers to purchase goods, services
and ideas as a way to achieve emotional fulfillment. Advertising tells you how
the product, service or idea you are considering will improve your life.
4. Pricing
Advertising displays consumer goods with competitive prices
relative to the current market, thus educating consumers about what things
should cost. Advertising lets you know what the competition is doing, when the
next sale is, and how you can receive the latest coupon or rebate and seeks to
assure you that you are receiving the best value for your money.
5. Creating demand
The demand generated by advertising, public relations, and
sales promotion pulls the goods or services through channels of distribution.
One of the powerful functions of advertising is to generate consumer demand for
specific products, services and ideas through ad campaigns that target the
audiences that are most likely to buy them. Products, services and concepts are
sold in volume, according to the consumer demand for them.
6. Meets competition
The advertisements are also made to face to competition.
Under competitive conditions, advertisement helps to build up brand image and
brand loyalty and when customers have developed brand loyalty, be-comes
difficult for the middlemen to change it.
7. Enhancing goodwill
Large scale advertising is often undertaken with the
objective of creating or enhancing the goodwill of the advertising company.
This, in turn, increases the market receptiveness of the company’s product and
helps the salesmen to win customers easily.
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