UGC NET/JRF EXAM, Mass Communication & Journalism, June-2020

Total Questions: 100

41. From the sales angle, a good and effective advertisement should:

(a) Disregard correctness
(b) Produce disaffection
(c) Create prejudice against competitors
(d) Attract attention
(e) Arouse curiosity
(f) Transmit a congenial message

Choose the correct answer from the options given below:

Correct Answer: D. (d), (e) and (f) only
Solution:Attract attention: Premium advertisement should give way to attention that is, it should be eye-catching to masses and that the brand image gets imprinted in popular minds immediately.

Arouse curiosity: Now, advertisements should make people curious about the product or service and people should consider about the way a product or service is going to solve their problems or any such real life issues.
Transmit a congenial message: Lastly, a noble message for the community should be delivered through the advertisement and this quality too, scholars believe helps in the realising the ultimate objective of the advertisement and also has a great impact upon the sales.

42. A crime story consists of the following elements:

(a) A description of what happened
(b) The offence police believe the suspect has committed
(c) The name, age and address of the people in the locality
(d) The extent of media coverage
(e) The name and age of the suspect

Choose the correct answer from the options given below:

Correct Answer: B. (a), (b) and (e) only
Solution:(a) A description of what happened: This is first part of a crime story whereby event description is given, which is followed by (b) The offence police believe the suspect has committed, since police always carry out prima facie investigation and make arrests in this regard.

Finally, (e) The name and age of the suspect, is also crucial to know, while readers try to understand the whole crime and to assess if the suspect could carry the type of crime, he is arrested for. Obviously, a man of 80 years or above can never be arrested for chain snatching and burglary.

43. In advertising, the credibility of the source is judged on two dimensions. They are:

(a) Parallel dimension
(b) Cognitive dimension
(c) Access dimension
(d) Affective dimension

Choose the correct answer from the options given below:

Correct Answer: B. (b) and (d) only
Solution:The thing is that in 1981, Mitchell and Olson conducted a research, which was later considered for a live market experiment to measure the impact of pictorial and verbal info on corresponding product sentiments.

Random customers (i.e. subjects) were given 6 ads, where 4 were animal images which were known for softness and two audio recordings (verbal claims) defining the softness.

Now, inclination towards product as well as towards the ad were put under assessment and the result differ from Mitchell and Olson as pictorial ads failed to secure attitudes which would have been more favourable while the attitude towards ad measure, as a tool, could not be established as a versatile way for foresee brand attitudes.

44. Two perspectives that influenced propaganda theory in the 1930s are:

(a) Mass society view
(b) Behaviourism
(c) Freudianism
(d) Media aggression

Choose the correct answer from the options given below:

Correct Answer: B. (b) and (c) only

45. What are the main components of public relations?

(a) Media relations
(b) Publicity
(c) Community relations
(d) Psychological service
(e) Financial management

Choose the correct answer from the options given below:

Correct Answer: B. (a), (b) and (c) only

46. What is the importance of research in public relations?

(a) To formulate strategy
(b) To maintain discipline among the employees
(c) To prevent crises
(d) To compete with others
(e) To measure success

Choose the correct answer from the options given below:

Correct Answer: A. (a), (c) and (e) only
Solution:(a) Now here, based upon a proper and efficient research, subsequent strategy is being made, which can be either in response certain issues identified during research or to capitalize any unprecedented situation in favour of company.

Secondly, (c) To prevent crises, there may occur hard times for a company and saving a reputation may be felt a hard nut to crack, but with proper PR research,

managing reputation may get easy and swift. Finally, (e) To measure success, that is overall success in terms of revenue, market share, percentage increase and so forth.

47. In what way is public relations similar to journalism?

(a) They interact with people
(b) They counsel on management issues
(c) They gather information from different sources
(d) Their objective is to change peoples attitude
(e) They practice investigative journalism

Choose the correct answer from the options given below:

Correct Answer: B. (a), (c) and (d) only
Solution:(a) They interact with people: Any efficient PR agency goes in the middle of public and shares the message of the company's top brass on certain issues concerning common people and also try to clarify any doubts that may prevail therein.

Secondly, (c) They gather information from different sources, PR executives spread across the stretch of the city or district with an objective of collecting data from sources reliable and which would have a direct bearing on its PR strategy,

and (d) Their objective is to change peoples attitude, finally, their hidden objective is to alter public opinion and popular attitude towards an idea or object or about any framework, which is just like what journalists do but that is inline with the corporate aims and objectives.

48. The lay-out activity in a modern print newspaper involves the following elements:

(a) Formal balance
(b) Contrast
(c) Gaze-motion
(d) Equal size
(e) Grid

Choose the correct answer from the options given below:

Correct Answer: C. (b), (c) and (e) only
Solution:(b) Contrast, in printing, contrast needs to be maintained which is visual difference in tonal scale between darkest areas of the print and its light areas (c) Gaze-motion, this is related to the process of gauging either the point of gaze or the eye movement relative to head.

Eye trackers are used to gauge eye positions and eye movement and such are now used in newspaper print too to catch the readers' attention (e) Grid, now when it comes to printing, a grid comprises many parts: columns, such are the vertical breaking of spaces that split our page.

Then we have gutters, which is the space between columns and margins, i.e. space between the edges of the page and our main text portion. Such lines divide our newspaper page horizontally.

49. Social change training model in developmental communication has its origins from the following:

(a) Western social psychology
(b) Asian theories of communication
(c) The Chinese model of socialism
(d) Latin American educational communication

Choose the correct answer from the options given below:

Correct Answer: D. (a) and (d) only
Solution:(a) Western social psychology, such field is fast expanding and leaves a great impact upon. our perception of human behaviour. As such, newspapers, websites, magazines and such other form of media highlight the works and findings of prime social scientists and also report their research outcome.

And (d) Latin American educational communication, as this part of the world is also under constant evolution and is urban landscape is marked by prestigious colleges and universities with world acclaim and therefore, such educational communication has also had a great impact upon social change training.

50. Simon Cutlip listed public relations assistance to marketing functions. They are:

(a) Arranging for public appearances of marketing spokespersons.
(b) Developing distribution channels to sell the products.
(c) Probing public opinion in market areas.
(d) Assisting the company in price fixation of the products.
(e) Assisting programs concerning consumerism.

Choose the correct answer from the options given below:

Correct Answer: B. (a), (c) and (e) only
Solution:(a) Arranging for public appearances of marketing spokespersons, with efficient PR service, marketing managers can get easy access to appear and address the public live when any such platform or circumstance develops, (c) Probing public opinion in market areas,

with efficient PR, public opinion and popular views and sentiments can be known and marketing and production efforts can be made accordingly (e) Assisting programs concerning consumerism,

here also, to help develop easy consumer service and to create a way for our product or service, we can nurture easy space for our item, on the back of premium PR service