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100
What is ‘copy’ in advertising?
Copy’ in advertising is material (texts, songs, slogans etc.) written by copywriters.
100
What are two communication functions involved in public relations?
The two communication functions involved in public relations are:
A two-way communication process between an organization and its public.
Communication with a view to changing the mindsets of the public in a certain direction.
100
List three levels involved in the communication process in public relations.
The three levels involved in the communication process in public relations are:
AWARENESS - The message should reach the public.
ACCEPTANCE - The public should agree with the message.
ACTION - The public should act or interact accordingly.
200
Mention any two differences between Advertisement and Public Relations.
200
Discuss the role of copywriters.
The main purpose of this material is to encourage consumers to buy goods or services being talked about.
A good copy becomes an important aspect of a successful ad campaign. The role of a copywriter is to produce the wording of an advertisement. They are also called “wordsmiths”.
All the witty, sometimes emotional and touching taglines, slogans, jingles, and dialogues of famous ad campaigns are written by these hardworking and creative copywriters.
200
Name any two ‘media units’ of Government of India and briefly give
Two media units of the Government of India along with their functions are:
PRESS INFORMATION BUREAU (PIB):
This organization gives official information to the press using print media. The officials of this media unit regularly issue press releases on various activities/developments and news regarding a particular department.
The head of PIB, the Principal Information Officer (PIO) is the official spokesperson of the Government of India.
DIRECTORATE OF ADVERTISING AND VISUAL PUBLICITY (DAVP):
The DAVP is responsible for all media publicity and campaigns for the Central Government.
It also releases advertisements to various media like newspapers, magazines, radio and television for central ministries and departments.
PHOTO DIVISION:
The job of the Photo Division is to take photographs on various aspects of the government and make these available to the media.
For example, if anyone wants an official photograph of the President, the Photo Division provides this.
FIELD PUBLICITY UNIT:
Publicity of various government programmes and projects is provided by the Field Publicity Unit. They organize exhibitions and melas and also bring out other publicity material.
300
Explain the important principles of advertising.
Answer: The important principles of advertising are:
There are some basic principles that all ad producers keep in mind when creating
an advertisement.
People have some basic needs – physiological, safety, love, esteem and self – confidence. Advertising keeps these needs in mind and appeals to emotions of envy, fear and anxiety about one’s status and appearance.
The key principle is to gain the attention of the consumer. This can be done by working with size, colour, visualization, slogan etc.
The ads stimulate desire. They try to make people want a special product that is being advertised. They make you feel special, exclusive or ‘cool’.
The ads also impart conviction. They put on a show of certainty and surety.
300
Write any three guidelines laid down for ad makers?
Four guidelines laid down for ad makers are:
Ads cannot be insulting of any race, caste, color, creed or nationality.
Ads cannot provoke people to violence, crime or cause disorder.
Ads on cigarettes, bidis and other tobacco products, alcoholic drinks and other intoxicants cannot directly endorse the product.
The ads on aerated water (soft drinks) should contain a declaration that it contains no fruit juice/ fruit pulp and is artificially flavored.
300
Explain the structure of the government public relations in India.
During the first World War (1914-1918), the Government of India set up a Central Publicity Board. This was the first organized PR/Information set-up of the Government of India. It was renamed as Central Bureau of Information, and afterwards renamed as Bureau of Public Information, and functioned as a link between the Government and the Press. One of the items on its agenda was to find out where the action of the Government was criticized.
After Independence, in 1947, the Government of India set up the Ministry of Information and Broadcasting, employing professionals to look after the function of public relations. The broad structures of this ministry are:
Information
Broadcasting
Film
There are also specialized units in this Ministry which handle the public information of the government of India. They are called ‘media units’ and inform people about the plans and programmes of the government. Some of them are:
All India Radio (AIR)
Doordarshan Kendra (DDK)
Films Division (FD)
Press Information Bureau (PIB)
These media units specialize in the use of a particular means of communication to convey information to the public. Each State has a Directorate of Information and Public Relations which carries out its functions with the help of Field Publicity Officers. The structure is less complex and need-based.
400
What are the key guidelines for good advertising?
Answer: The key guidelines for good advertising are:
Ads on cigarettes, bidis and other tobacco products, alcoholic drinks and other intoxicants cannot directly endorse the product.
The ads on aerated water (soft drinks) should contain a declaration that it contains no fruit juice/ fruit pulp and is artificially flavored.
Medicinal products need to get the script approval of the Drugs Controller before broadcast.
Ads cannot contain any exaggerated, exceptional or misleading claim.
Ads need to conform to the Constitution of India and cannot offend the morality, decency and religious beliefs of people.
Ads cannot be insulting of any race, caste, colour, creed or nationality.
Ads cannot provoke people to violence, crime or cause disorder.
Ads cannot present criminality as desirable or admirable.
Ads cannot adversely affect friendly relations with a foreign state.
400
Mention any four key questions to be kept in mind while planning an advertisement campaign.
Four key questions to be kept in mind while planning an advertisement campaign are:
Why does a company need to advertise? Does the company want more people to buy a product; does the company want a good public image or does the company want to introduce a new product?
Who is the target group for the ad? Is it school going children, teenage boys and girls or office going women?
What message is to be conveyed through the ad? Is it that the product is the best in the market? Is it that the product is the cheapest? Or is it that a film star uses the product and so it is stylish to use the product?
When and for how long will the ad campaign run? Will it be for 6 months, 3 months or a week?
400
Describe the term ‘public relations’ with adequate examples.
Answer: Public relations can be defined as a form of communication used to persuade or influence people using ethical means. It is an effort to win the support of the public by addressing their wants, interests and needs rather than your own.
Some examples of public relations are:
Exhibitions of window displays to launch or promote a product
Providing incentives, like cash prizes or gifts, for employees in an organization.
Explain the following:
Evolution of public relations in India:
In ancient India, kings went around in disguise to see for themselves what the people felt about their administration. There were people who reported to kings about popular feelings and views.
All our religious teachers like Gautama Buddha,Nanak and Kabir and even leaders like Mahatma Gandhi were all master communicators. All of them preached in a language which was understood by the masses with a view to changing their mindset in a particular direction.
Spiritual leaders like Baba Ramdev and Sri Sri Ravishankar have also been successful in developing a huge mass base consisting of their followers by their simple and direct approach.
However, a systematic practice of public relations in India began with the INDIAN RAILWAYS in the 1920s. They utilized public relation activities such as exhibitions, festivals and advertising in newspapers, both in India and England, to attract tourists to India.
500
Describe the structure and functions of an ad agency?
Answer: The structure and functions of an ad agency are as follows:
Structure of an ad agency
Some key functions/jobs:
Creative Director: This is a senior position in an ad agency. The creative director coordinates the copywriting and designing and has to supervise the production of the ad.
Copywriters: They produce the wordings of the adjustments, also known as wordsmiths.
Visualizers: They create image on the basis of what copywriters have created. They design the ads.
Production- in- charge: Heads the production department which employs people with diverse talents.
Media Planner: This person prepares and allocates the budget for the ad. She selects the media, decides the frequency, size and position of an advertisement.
Market Research: Market research is the process of systematically gathering, recording and analyzing data and information about customers. Market research can be used to determine which part of the population will purchase a product/ service, based on variables like age, gender and income level.
Freelancer: A freelancer is a person who works independently for people and has no long-term contract with any organization. In an ad agency, they can work as copywriters, jingle writers, radio announcers, artists, visualizers, technical writers etc.
500
Structure of the government public relations structure
During the first World War (1914-1918), the Government of India set up a Central Publicity Board.
This was the first organized PR/Information set-up of the Government of India. It was renamed as Central Bureau of Information, and afterwards renamed as Bureau of Public Information, and functioned as a link between the Government and the Press.
One of the items on its agenda was to find out where the action of the Government was criticized. In other words, get “feedback”.
After Independence, in 1947, the Government of India set up the Ministry of Information and Broadcasting, employing professionals to look after the function of public relations.
There are specialized units in this Ministry which handle the public information of the government of India. They are called ‘media units’ and inform people about the plans and programmes of the government. These media units specialize in the use of a particular means of communication to convey information to the public.
500
Write any 6 questions to be kept in mind while planning an advertising.
6
The key questions to be kept in mind while planning an advertisement are:
Why does a company need to advertise? Does the company want more people to buy a product; does the company want a good public image or does the company want to introduce a new product?
Who is the target group for the ad? Is it school going children, teenage boys and girls or office going women?
What message is to be conveyed through the ad? Is it that the product is the best in the market? Is it that the product is the cheapest? Or is it that a film star uses the product and so it is stylish to use the product?
Where is the target group located? Does one need to reach them through print or radio or television? Do they live in metros, big cities, towns, or villages?
How will the ad agency reach this public, the target group? Will it be through a big ad campaign through FM radio? Will it be television, or will it be language newspapers?
When and for how long will the ad campaign run? Will it be for 6 months, 3 months or a week?
How long should an individual ad be? One minute, 30 seconds or 10 seconds?
What should be the language of the ad? Will it be English, Hindi, regional languages or a mix of several languages?
What kind of visuals (people/ objects) should be used in making the ad? Will it be very glamorous people; will it be middle class housing? Or will it have foreign locations?