UGC NET/JRF EXAM, Mass Communication & Journalism, June-2021

Total Questions: 56

11. Which among the following Journalists is associated with the developmental news portal PARI (People's Archive of Rural India)?

Correct Answer: D. P. Sainath
Solution:PARI—The People’s Archive of Rural India is a non-profit organisation that works primarily in the domain of Education and Data & Information. Its primary office is in Mumbai, Maharashtra. Mr. P. Sainath is the Founder Editor.

An informal network supports and funds the trust and its primary activities through volunteer work, donations, and direct personal contributions. Aims at crowdfunding to generate the resources with the donation title - Cover your country.

12. ........ is a paragraph that explains the point of the story when the lead is purposely vague.

Correct Answer: B. Nut graph
Solution:A nut graph is a paragraph in which the main points of a story are summarized. Nut graphs are often used in conjunction with delayed leads on feature stories.

A feature story may begin with a delayed lead, often featuring description or an anecdote, that can last several paragraphs. That is then followed by a nut graph that outlines the main points of the story.

13. The theory of cognitive dissonance as related to advertising is based on the premise that:

Correct Answer: A. People see what they expect to see
Solution:

Cognitive dissonance refers to a situation involving conflicting attitudes, beliefs or behaviours. This produces a feeling of mental discomfort leading to an alteration in one of the attitudes, beliefs or behaviours to reduce the discomfort and restore balance.

For example, when people smoke (behaviour) and they know that smoking causes cancer (cognition), they are in a state of cognitive dissonance.

14. In outdoor advertising the term OTS (Opportunity To See) and OTR (Opportunity To Read) are referred to as:

Correct Answer: C. Hoardings
Solution:Opportunity To See (OTS) is a measure in advertising media which denotes number of times the viewer is most likely to see the hoarding. It is basically frequency of hoarding.

Opportunity to read (OTR) is a term which refers to a hoarding and the number of exposures or opportunities which a particular audience has to read a specific hoarding.

15. The single sheet advertisement printed on one side is known as:

Correct Answer: D. Flyers

16. A sceptical buyer is the one who:

Correct Answer: C. carefully weighs the cost, pros and cons of the product being offered

17. A commonly used and immensely valuable technique for analysing the external environment of an organization is:

Correct Answer: B. PEST Analysis
Solution:PEST Analysis (Political, Economic, Social and Technological) is a management method whereby an organization can assess major external factors that influence its operation in order to become more competitive in the market. As described by the acronym, those four areas are central to this model.

18. Who wrote the book about PR titled 'Crystallizing public opinion'?

Correct Answer: A. Edward Bernays
Solution:A seminal work on how public opinion is created and shaped, Edward Bernays’s 1923 classic Crystallizing Public Opinion set down the principles that corporations and government have used to influence public attitudes over the past century.

A primer on the new profession of “public relations counsel,” Crystallizing elucidates the “instruments and techniques” that PR professionals use to mold public opinion on behalf of their client’s interests.

By adapting the ideas that Bernays put forth in this book, governments and advertisers have been able to “regiment the mind like the military regiments the body.”

19. The main objective of PR Audit is to assess:

Correct Answer: C. The relationship between an organization and its key publics.
Solution:

PR-audit is a special kind of research that helps determine quality of PR in the enterprise, company or organization; to find out strength and weaknesses of public relations.

This audit aimed at exploring the relationship between an organization and its key publics. This research can be carried out only by specialists with great practical experience on the basis of special techniques. Confidentiality can be maintained regarding the process and results of the audit.

20. When the media reflect stories on issues relevant to the company under PR coverage, it is often referred to as:

Correct Answer: A. Third-party endorsement
Solution:Third-party endorsements occur when the media reflect stories on issues relevant to the company under PR coverage. While third-party endorsements effectively earn customer trust, some marketers have resorted to paying influencers and bloggers to get a positive review.

Customers and journalists are more likely to believe the reviews, stories, or experiences of actual customers. So, if a company get third-party references to share their positive experiences willingly, they are likely to gain more exposure and coverage.