PGDPR&AD-I PGDPR&AD-I (2)

Public Relations and Advertising Group – B

Answer any three questions : 12×3=36
(1 Year P.G. Diploma)
1. What are the factors that lead to the formation of public
Term End Examination June 2010, June 2011, opinion ?
June 2012, June 2013 and June 2014 2. Explain the features and importance of nonverbal
Paper : I communication.
3. Discuss the characteristics of Gandhiji as a
Principles & Theories of Communication and communicator.
Public Relations 4. How can public relations be useful for an organisation
in modern society ?
Time : 4 Hrs. Full Marks : 100
5. What are the steps a company should take if it desires
Weightage of Marks : 80%
to develop a favourable image ?
Special credit will be given for accuracy and relevance in 6. Trace briefly the growth of Professional Public Relations
the answer. Marks will be deducted for incorrect spelling, in India.
untidy work and illegible handwriting. The weightage for
each question has been indicated in the margin. Group – C
1. Write short notes on (any four) : 7×4=28
Group – A a) Ivy Lee.
Answer any two questions : 18×2=36 b) ‘Publics’.
1. What is the relationship between the mass media and c) ‘Public be damned’.
their audience. d) RACE.
2. How is public relations different from : (a) marketing, e) Two Way Communication.
(b) advertising, (c) publicity, (d) propaganda and f) John E. Marston.
(e) lobbying. g) Limitations of Mass Communication.
3. What is the role of research in public relations ?
4. Critically examine the PRSA code and point out, in
which ways, it differs from the code of Athens of the
IPRA.
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 PGDPR&AD-II PGDPR&AD-II (2)

[B]
3. Describe how feature stories are different from news
Public Relations and Advertising articles. Explain with examples. 9
(1 Year P.G. Diploma) 4. What are the important writing styles to be kept in mind
for preparing Annual Reports, Corporate Profiles etc. 9
Term End Examination June 2010, June 2011, Answer any three questions, attempting atleast one question
June 2012, June 2013 and June 2014 from each group : 6×3=18
Paper : II [A]
5. What are Advertorials ? How are they used for Public
Writing & Media for Public Relations and Study Relations ? 6
Paper (Project) 6. Discuss how Exhibitions & Trade Fairs are effective
tools of Public Relations. 6
Time : 2 Hrs. Full Marks : 50 7. Describe the importance of language newspapers in
Weightage of Marks : 80% India. 6
[B]
Special credit will be given for accuracy and relevance in
8. Discuss the structure of different departments of Radio.
the answer. Marks will be deducted for incorrect spelling, 6
untidy work and illegible handwriting. The weightage for 9. Describe the activities of Prasar Bharati with relation to
each question has been indicated in the margin. television. 6
10. How can documentary films help in Public Relations
Answer any two questions, of which one should be from A Campaign ? 6
and other one from B (within 250 words) : 9×2=18 Write short notes on any two, attempting atleast one from
each group (within 50 to 70 words each) : 7×2=14
[A]
[A]
1. a) What is a News Release ?
11. News Release.
b) Draft a News Release to be given by Eastern 12. DTH.
Railways on the inauguration of a new facility at 13. Inverted Pyramid.
Howrah Station. 9 [B]
2. What is News ? Discuss the different types of news 14. CAS.
sources. 9 15. Photo Features.
16. Supplements.
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 PGDPR&AD-III
Public Relations and Advertising
(1 Year P.G. Diploma)
Term End Examination June 2010, June 2011,
June 2012, June 2013 and June 2014
Paper : III
Corporate Public Relations
Time : 4 Hrs. Full Marks : 100
Weightage of Marks : 80%
Special credit will be given for accuracy and relevance in
the answer. Marks will be deducted for incorrect spelling,
untidy work and illegible handwriting. The weightage for
each question has been indicated in the margin.
Group – A
Answer any two questions. Each question carries 18
marks.
1. ‘Corporate Social Responsibility is about how
companies manage the business processes to produce
an overall positive impact on society’. Do you agree
with this observation ? Explain your stand.
2. Define a House Journal and elucidate its role as a tool
of corporate communication.
3. ‘The P.R. Deptt. serves as the link between the
organization and media.’ Do you agree with this
statement ? Explain your stand.
4. Discuss the salient features of a crisis management
plan.
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PGDPR&AD-III (2)
Group – B
Answer any three questions. Each question carries 12
marks.
5. What kind of challenges P. R. Practitioners are facing in
the changing business environment ?
6. How many kinds of “publics” are there from the PR
perspective ? How important are “Corporate Publics” ?
7. Whose responsibility is to maintain good employee
relations ? Answer with reasons.
8. Discuss the growing importance of women in consumer
relations.
9. What are the factors that you will hold responsible for
changing profile of the consumers ?
10. What is Consumer Protection Act ? What are its
objectives and features ?
Group – C
Answer any four questions. Each question carries 7
marks.
11. Write short notes on (i) Corporate Images.
(ii) Competitive business environment.
12. Discuss the ways of interacting with the media.
13. Discuss the difference between Social Marketing and
Commercial Marketing.
14. Discuss the importance of the feedback mechanism in PR.
15. What should be the qualities of the Editor of a House
Journal of an educational institution ?
16. Write short notes on : (a) Man made crisis, (b) Natural
crisis.
 PGDPR&AD-IV PGDPR&AD-IV (2)

Public Relations and Advertising Group – B

Answer any three questions : 12×3=36
(1 Year P.G. Diploma)
5. Describe the role of IPTA in spreading the message of
Term End Examination June 2010, June 2011,
social conciousness.
June 2012, June 2013 and June 2014
6. How is the ‘news’ different from a ‘feature’ ?
Paper : IV 7. Describe the format and advantages of Jatra.
Media Relations and Rural Communication 8. What are the steps a public relations officer should take
before organizing an interview ?
Time : 4 Hrs. Full Marks : 100 9. What are the ideas of Mahatma Gandhi about the Rural
Weightage of Marks : 80% Development ?
10. Enumerate the functions of N.G.O’s?
Special credit will be given for accuracy and relevance in
the answer. Marks will be deducted for incorrect spelling, Group – C
untidy work and illegible handwriting. The weightage for
11. Write short notes on any four : 7×4=28
each question has been indicated in the margin.
(a) Rejoinder.
(b) Street Theatre.
Group – A
(c) Directorate of Film Publicity.
Answer any two questions : 18×2=36 (d) Backgrounders.
1. As a P.R. practitioner what are the basic steps would (e) Conflict of Interest.
you adopt while organising a news conference ? (f) Media Tours.
2. Describe the functions and the composition of the Press (g) Letters to the Editor.
Council. (h) Grass root democracy.
3. ‘Media relations has emerged today as one of the key
areas in public relations practice’ — Discuss the
statement critically.
4. As a Communication expert, how will you evolve
strategies for the selected messages for development ?

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 PGDPR&AD-V PGDPR&AD-V (2)

Public Relations and Advertising Group – B

Answer any three questions : 12×3=36
(1 Year P.G. Diploma)
5. What is media planning ? Make a comparative
Term End Examination June 2010, June 2011,
assessment of newspapers and television as media of
June 2012, June 2013 and June 2014 advertisement.
Paper : V 6. Explain the functions of the following in an advertising
Advertising (Theory and Practice) agency :
(i) Account Manager (ii) Copywriter (iii) Art Director
Time : 4 Hrs. Full Marks : 100 7. Write a short note on how the political parties have
Weightage of Marks : 80% used outdoor advertisement to reach the voters during
the Parliamentary Elections 2014 campaign.
Special credit will be given for accuracy and relevance in
8. Explain the terms ‘Brand Image’ and ‘Brand Positioning’
the answer. Marks will be deducted for incorrect spelling,
with appropriate examples.
untidy work and illegible handwriting. The weightage for
9. What are the advantages of internet as a medium of
each question has been indicated in the margin.
advertisement ? Explain with examples.
10. Write a note on two ad campaigns which you have
Group – A
especially liked / disliked with reasons.
Answer any two questions : 18×2=36
1. Define advertising. Distinguish advertising from Group – C
propaganda, publicity and sales promotion. 11. Write short notes on any four : 7×4=28
2. Discuss the present condition of the Indian advertising (a) Headlines in print advertisements.
industry in the post liberalisation period. (b) Jingle.
3. Identify 3 major advertising agencies of India and (c) Agency Commission System.
briefly state their profile and client base. (d) Corporate Advertising.
(e) Pre Test and Post Test.
4. What do you understand by Brand Image ? Give
(f) Logo.
examples of 4 product / service advertisements where
(g) USP.
this concept has been successfully used.
(h) ABC.
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 PGDPR&AD-VI PGDPR&AD-VI (2)

Public Relations and Advertising Group – B

Answer any three questions : 12×3=36
(1 Year P.G. Diploma)
5. Prepare a storyboard of a 10 seconds TV commercial of
Term End Examination June 2010, June 2011,
a FMCG product of your choice.
June 2012, June 2013 and June 2014
6. Discuss the different types of radio commercials with
Paper : VI examples.
Advertising (Theory & Practice) 7. Explain the different considerations for media planning.
8. Explain Advertising Budget with examples.
Time : 4 Hrs. Full Marks : 100 9. What are the different data analysis methods of
Weightage of Marks : 80% marketing research ?
10. Disscuss the different types of layouts in print
Special credit will be given for accuracy and relevance in
advertisement.
the answer. Marks will be deducted for incorrect spelling,
untidy work and illegible handwriting. The weightage for Group – C
each question has been indicated in the margin.
11. Write short notes on any four : 7×4=28
(a) Comparitive advertising.
Group – A
(b) Motivational Appeal.
Answer any two questions : 18×2=36 (c) David Ogilvy.
1. How are the ‘U.S.P’ and the ‘Big Idea’ and (d) Slogan.
‘Positioning’ used in creative strategy ? (e) Typography.
2. (a) What is copy writing ? (f) Visualisation.
(b) What basic rules a copywriter must follow while (g) Morphing.
writing a copy ? (h) CAD.
3. How must a concept of a television commercial differ
from that of a print message ?
4. Describe two television commercial formats that are
simple to write and produce.

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