(PGDPR&AD)-1T (PGDPR&AD)-1T (2)

Public Relations and Advertising Group – B

Answer any three questions : 12×3=36
(One Year P.G. Diploma)
1. Enumerate the social significance of Printed Words in
Term End Examination : June 2015 the era of modern communication. 12
Paper : I 2. Define Mass Communication. Discuss its features and
limitations. 3+6+3=12
Principles & Theories of Communication and
3. Discuss the ethics of P.R. 12
Public Relations
4. Describe ‘Publics’ in P.R. 12
Time : 4 Hours Full Marks : 100 5. Discuss the difference in P.R. activities of Public Sector
Weightage of Marks : 80% Undertaking and Private Sector Companies. 12
6. Explain the role of research in Public Relations. 12
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 Write short notes on (any four) : 7×4=28
each question has been indicated in the margin. a) Opinion Leader.
b) Advertising and P.R.
Group – A
c) Communication Barriers.
Answer any two questions : 18×2=36
d) P.R. as a marketing tool.
1. Define Communication. What are its elements and
e) Corporate Image.
functions ? 6+6+6=18
f) Propaganda and P.R.
2. Define Public Relations (P.R.). What are its role and
functions ? 6+6+6=18 g) Non-verbal Communication.

3. What are the factors relevant for Public Opinion h) Vox-Populi.

formation ? How is it important in P.R. ? 10+8=18
4. What are the steps taken to organise a P.R. Campaign?
Explain with examples. 18

P.T.O.
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 (PGDPR&AD)-2T (PGDPR&AD)-2T (2)

Public Relations and Advertising Answer any three questions, attempting atleast one question
from each group : 6×3=18
(One Year P.G. Diploma) [A]
Term End Examination : June 2015 5. What are Advertorials ? How are they used for Public
Relations ?
Paper : IIA 6. Discuss the imporatance of Community Radio as agent
of change.
Writing & Media for Public Relations and Study Paper
7. What are news photos ? How are they different from
Time : 2 Hours Full Marks : 50 photographs for advertisements ?
Weightage of Marks : 80% [B]
8. Write a brief note on Prasar Bharati.
Special credit will be given for accuracy and relevance in 9. Describe the role of film as a tool for Public Relations
the answer. Marks will be deducted for incorrect spelling, Campaign.
untidy work and illegible handwriting. The weightage for 10. What is the proper technique of writing a News
each question has been indicated in the margin. Release / Press Release ?
Write short notes on any two, attempting atleast one from
Answer any two questions, of which one should be from A each group (within 50-70 words each) : 7×2=14
and other one from B (within 250 words) : 9×2=18 [A]
[A] 11. Radio Spot.
12. Inverted Pyramid.
1. Discuss the importance of television in society in
13. CAS.
general and media scene in particular.
[B]
2. How are new developments in telecom and computer 14. Trade Fair.
technologies impacting the communication process ? 15. Supplements.
[B] 16. New Information Technology.
3. What are the different stages in the production of a
corporate film ?
4. Draft a News Release to be given by TATA on the
inauguration of a new Cancer Hospital at Newtown,
Rajarhat.
P.T.O.
B-2
 (PGDPR&AD)-3T (PGDPR&AD)-3T (2)

Public Relations and Advertising Group – B

Answer any three questions. Each question carries 12
(One Year P.G. Diploma)
marks.
Term End Examination : June 2015 5. “Good consumer relation in the other name of effective
Paper : III public relations”. Do you agree with this ? Explain your
stand.
Corporate Public Relations
6. Elucidate the role of opinion leaders in moulding public
Time : 4 Hours Full Marks : 100 opinion, with examples.
Weightage of Marks : 80% 7. Develop a crisis management plan in case of a sudden
fire in a synthetic rubber manufacturing company.
Special credit will be given for accuracy and relevance in
8. What steps should a PRO take to conduct a press
the answer. Marks will be deducted for incorrect spelling,
conference ?
untidy work and illegible handwriting. The weightage for
9. Social marketing can go ahead with effective
each question has been indicated in the margin.
community relations programmes. Explain the
Group – A statement.
Answer any two questions. Each question carries 18 10. What type of writing is ideal for a house journal ?
marks.
Group – C
1. Explain the role of the PR Department in developing
Answer any four questions. Each question carries 7
‘identity’ and sustaining the ‘image’ of a corporate
marks.
organization.
2. Elucidate the relevance of corporate social 11. Write short notes on (i) RNI and (ii) Imprint line.
responsibility following the recent Government 12. Explain the importance of media relations in PR.
guidelines. 13. PR plays a major role in internal PR. Explain the
3. Are employee relations important for a major corporate statement.
organization ? Explain the reasons with examples. 14. Write short notes on (a) PR audit and (b) Video house-
4. Describe the qualifications of the editor of the house journal.
journal of a major car manufacturing company. 15. Explain the role of employees in community relations.
16. Ethical PR brightens up the image of an organization.
How true is this statement ?
P.T.O.
G-3
 (PGDPR&AD)-4T (PGDPR&AD)-4T (2)

Public Relations and Advertising Group – B

Answer any three questions : 12×3=36
(One Year P.G. Diploma)
5. Describe in brief Tagore’s views on Rural
Term End Examination : June 2015
Development.
Paper : IV 6. Describe the format and advantages of Jatra.
Media Relations and Rural Communication 7. How is the ‘News’ different from a ‘Feature’ ? —
Discuss.
Time : 4 Hours Full Marks : 100 8. What are the steps a Public Relations Officer should
Weightage of Marks : 80% take before organizing an interview ? — Explain.
9. What is N.G.O. ? Enumerate the functions of N.G.O.’s.
Special credit will be given for accuracy and relevance in
10. Describe the role of I.P.T.A. in spreading the message
the answer. Marks will be deducted for incorrect spelling,
of Social Consciousness.
untidy work and illegible handwriting. The weightage for
each question has been indicated in the margin.
Group – C
11. Write short notes on any four : 7×4=28
Group – A
(a) Mukunda Das.
Answer any two questions : 18×2=36 (b) Puppetry.
1. What is Press Council of India ? Describe in brief the (c) Kavi Gaan.
establishment, structure, role and functions of Press (d) Rural Fair.
Council of India. (e) Social Forestry.
2. As a P.R. Practitioner what is the checklist would you (f) District Information Department.
follow while organising a Press Conference ? (g) Media Tour.
3. Discuss in detail the various tools and techniques of (h) Letters to the Editor.
Media Relations.
4. As a Media Relations Practitioner, how will you
communicate with the media ? Elaborate.

P.T.O.
Y-4
 (PGDPR&AD)-5T (PGDPR&AD)-5T (2)

Public Relations and Advertising Group – B

Answer any three questions : 12×3=36
(One Year P.G. Diploma)
5. Write a note on two ad campaigns which you have
Term End Examination : June 2015
specially liked / disliked with reasons.
Paper : V 6. Writing copy for television advertising is a specialized
Advertising (Theory and Practice) job. Which guidelines will you follow for writing the
story board for an effective television commercial ?
Time : 4 Hours Full Marks : 100 7. What are the advantages of internet as a medium of
Weightage of Marks : 80%
advertisement ? Explain with examples.
Special credit will be given for accuracy and relevance in 8. What do you understand by ethics in advertising ?
the answer. Marks will be deducted for incorrect spelling, Briefly state the ‘Code of Ethics’ developed by ASCI.
untidy work and illegible handwriting. The weightage for 9. Explain the advertising theory developed by David
each question has been indicated in the margin. Ogilvy.
10. What is financial advertising ? What are its special
Group – A characteristics ? Explain with examples.

Answer any two questions : 18×2=36 Group – C

1. Define Advertising. Explain the socio-economic Write short notes on any four : 7×4=28
benefits of advertising. (a) Display advertising.
2. Do you think it is essential to establish distinct different (b) Skywriting.
identity of the product by its advertising campaign ? (c) Pre-test and post-test.
What roles does USP and Brand Image play in (d) Layout.
achieving this goal of an advertising campaign ? (e) Advertising appeals.
3. Is it possible to evaluate an advertising campaign with (f) Illustration.
‘DAGMAR’ theory ? Explain with examples. (g) Public Service Advertising.
4. Write a note on the present status of the Indian (h) Kiosk.
advertising industry today.

P.T.O.
W-5
 (PGDPR&AD)-6T (PGDPR&AD)-6T (2)

Public Relations and Advertising Group – B

Answer any three questions : 12×3=36
(One Year P.G. Diploma)
5. (a) ‘A campaign is a coordinated ad effort based on a
Term End Examination : June 2015 central theme’ — explain with three examples.
Paper : VI (b) Discuss common objectives of an ad campaign.
(c) How would you define a campaign’s total impact ?
Advertising (Theory & Practice) 6. Distinguish between qualitative and quantitative analysis.
9. In marketing research
Time : 4 Hours Full Marks : 100
(a) What are the differences between ‘exploratory
Weightage of Marks : 80%
research’, ‘conclusive research’ and ‘performance
Special credit will be given for accuracy and relevance in monitoring research’ ?
the answer. Marks will be deducted for incorrect spelling, (b) What are the different steps in decision making
untidy work and illegible handwriting. The weightage for process of marketing research.
each question has been indicated in the margin. 10. In a campaign strategy development discuss brand
position strategy, image strategy and emotional strategy
Group – A of the process.
Answer any two questions : 18×2=36 11. Discuss how psychological dimensions are set in ad
1. What are the important steps to develop creative layout ? Explain 3 important elements in layouts.
process in advertisement ? 12. Discuss different formats of Radio commercials.
2. What David Ogilvy has explained on writing body Group – C
copy — explain in details.
13. Write short notes on any four : 7×4=28
3. (a) What does a brand really sell ? Explain with each
brand : (a) Multi-media campaign.
(i) Horlicks (ii) Dove (iii) Saffola (iv) Titan (b) Serif/Sanserif.
(v) Amul (vi) Disney (c) Brand Recall Test.
(b) There are 35 rules considered in copy writing— (d) Morphing.
Write about at least 15 rules. (e) Marketing brief.
4. What are the important issue of creative appeals— (f) Simulated test.
discuss in detail 14 important appeals. (g) Open-end question in Marketing research.
P.T.O. (h) Campaign planning.
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