NIOS Class 12 Mass Communication Chapter 17 Advertising – An Introduction

NIOS Class 12 Mass Communication Chapter 17 Advertising – An Introduction, Solutions to each chapter is provided in the list so that you can easily browse through different chapters NIOS Class 12 Mass Communication Chapter 17 Advertising – An Introduction and select need one. NIOS Class 12 Mass Communication Chapter 17 Advertising – An Introduction Question Answers Download PDF. NIOS Study Material of Class 12 Mass Communication Notes Paper 335.

NIOS Class 12 Mass Communication Chapter 17 Advertising – An Introduction

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Also, you can read the NIOS book online in these sections Solutions by Expert Teachers as per National Institute of Open Schooling (NIOS) Book guidelines. These solutions are part of NIOS All Subject Solutions. Here we have given NIOS Class 12 Mass Communication Chapter 17 Advertising – An Introduction, NIOS Senior Secondary Course Mass Communication Solutions for All Chapters, You can practice these here.

Advertising – An Introduction

Chapter: 17

TEXT BOOK QUESTIONS WITH ANSWERS

INTEXT QUESTIONS 17.1

1. Given below are a list of ancient civilization. Relate them to the respective form of advertising that was used during that period.

Ans. 

INTEXT QUESTIONS 17.2

1. Choose the correct alternative/s: 

(i) Who began the first newspaper to be published from India? 

(a) Mahatma Gandhi.

(b) Bennett and Coelman.

(c) James Augustus Hicky.

(d) James Cameron.

Ans. (c) James Augustus Hicky.

(ii) What is the name of the first ad agency established in our country? 

(a) Ogilvy and Mather.

(b) Indian Advertising Agency.

(c) Modern publicity Company.

(d) India’s Advertising Company.

Ans. (b) Indian Advertising Agency.

(iii) What contributed to the rise of advertising?

(a) Swadeshi movement.

(b) News agencies.

(c) New industries.

(d) Introduction of new printing technologies.

Ans. (a) Swadeshi movement.

(c) New industries.

(d) Introduction of new printing technologies.

(iv) Name the powerful tool used to fight the British. 

(a) Khadi.

(b) Textile Industry.

(c) Advertisement industry.

(d) Newspapers.

Ans. (a) Khadi.

(v) What do you understand by ‘TRP’?

(a) Television Reader Poll.

(b) Television Rating Poll.

(c) Television Rating Points.

(d) Television Rating Programme.

Ans. (c) Television Rating Points.

INTEXT QUESTIONS 17.3

1. What is classified advertising?

Ans. Classified ads provide valuable information in a crisp, direct and precise manner.

2. Why is 1907 an important year for the print industry in India?

Ans. The year 1907 is important because of the installation and success of the first linotype printing machine by the. Statesman in Calcutta.

3. What are the new platforms of advertising?

Ans. Internet and cell phones.

INTEXT QUESTIONS 17.4

1. Sort out the following examples in the categories of product advertising. Service advertising and public service advertising.

(i) Cars.

(ii) Life insurance.

(iii) Postal services.

(iv) Hospitals.

(v) Pollution control.

(vi) Shampoo.

(vii) Family planning viii.Airlines.

(ix) Soft drinks.

Ans. (i) Product advertising.

(ii) Service advertising.

(iii) Service advertising.

(iv) Service advertising.

(v) Service advertising.

(vi) Public advertising.

(vii) Product advertising.

(viii) Public advertising.

(ix) Service advertising. 

(x) Product advertising.

TERMINAL QUESTIONS

1. Describe the various forms of advertising which existed in the ancient world. How are they different from modern methods of advertising?

Ans. They were different from modern advertisement because modern printing technology did not develop at that time.

Some examples of advertisements of that time are: Two people with drums walking down the streets of Mohenjo Daro, the city of the Indus Valley Civilization shouting their own and other’s messages. Then signs were used on shops or drinking houses to indicate the name of the shop or the shop owner. The highly urbanised cities of Harappa and Mohenjodaro employed signs to sell the many types of art and craft items.

In the Indian subcontinent, during Emperor Ashoka’s reign, stones or pillars were used for making public announcements.

The form of advertising for the transmission of information dates back to ancient Greece and Rome, when town criers, drummers and signs were used to carry information for advertising goods and services. Excavations in the ancient Roman town of Pompeii have shown evidence of some form of advertising.

The ancient Romans painted notices of theatre performances, games, entertainments and public events on the walls of the busy centres of the town. Roman dairies had a sign outside with a goat on it and their schools had a picture of a boy being whipped. Lost-and-found advertising on papyrus was common in Ancient Greece and Ancient Rome.

2. Write short notes on the following: 

(i) Origin of advertising.

(ii) Tagline.

(iii) Brand.

Ans. Origin of advertising

In India, advertising has its origin in civilisation.

The cities of Harappa and Mohenjo Daro used signs to sell the many types of art and craft items. During Emperor Ashoka’s region, stones or pillars were used for making public announcements.

In ancient Greek and Rome, town criers, drummers and signs were used to carry information for advertising goods and services. The ancient Roman town of Pompeii has shown evidence of some form of advertising.

Roman dairies had a sign outside with a goat on it and their schools had a picture of a boy being whipped. Schools had a picture of a boy being whipped. Public notices could be found in the ‘Acta Diurna’, a wall news paper in ancient Rome in 131 BC. Lost and found advertising was common in Ancient Greece and Ancient Rome.

Soon handbills, posters, pamphlets and leaflets were printed in large number and distributed throughout the city.

With the arrival of newspapers, advertising space was sold. The invention of radio and television further revolutionised the newspaper industry. Newspaper can be read only by literate person but radio and television were accessible to even illiterate person. And with arrival of satellite television, advertising industry received further boast.

Handbill: It is small sheet of paper carrying an advertising message distributed by hand.

Poster: It is a sign posted in a public place as an advertisement.

Leaflet: It is a small book usually having a paper cover.

Ad: It is short form of advertisement.

Tagline: A tagline is a creative, often witty, ad slogan that helps people remember a particular product.

Brand: It is the name of a product or service that is very famous. People buy the product because of the brand name. Some famous brands are Dettol, Pepsi cola, Parle G, Hawkins pressure cooker, Bajaj scooter.

3. Compare the process of advertising in the print, electronic and new media.

Ans. Print-This is one of the most popular forms of advertising. Print ads can have many forms–newspapers and magazine ads, bill, wall poster, banners, calendars. The rise of print advertising is linked to the rise of the newspaper industry.

ELECTRONIC

Electronic ads are usually more vibrant They can be heard on radio and seen on television. The rise of the television industry was a great impetus to the advertising industry-so much so that very often people find ads more interesting than television programmes.

NEW MEDIA

There is a new phase in advertising with the coming of the internet and popularity of cell phones. Computers and cell phones are becoming cheaper and more accessible. These are the new platforms of advertising for the 21st century ads.

4. Differentiate between product, service, institutional and public service advertising?

Ans. Product advertising-This is the most common form of advertising. The main focus of this ad is the product, more importance is given to style rather than information. Ads of soft drinks, shoes, cars, cellphones and food products belong to this category.

SERVICE ADVERTISING

In this advertisement the main focus is the company providing the service. It can be bank, a travel agency, an institute, etc.

INSTITUTIONAL ADVERTISING

These ads are given to improve the image of company. The purpose of these ads is to sell the a positive image of the company rather than a product manufactured by the company. These ads generally highlights the social work done by the company.

PUBLIC SERVICE ADVERTISING

In this type of advertising the main focus is the welfare of the society. These ads do not sell products and services but ideas. The advertisement of polio immunisation programme is example of such advertisement.

Very Short Type Questions Answer 

1. Give one example of advertisement during Indus valley civilization.

Ans. The cities of Harappa and Mohanjodaro employed signs to sell the many types of art and craft items. 

2. Give an example of advertisement from ancient Roman.

Ans. The ancient Romans painted notices of theatre performances, games entertainments and public events on the walls of the busy centres of the town.

3. Which advertisement was common in Ancient Greece and Ancient Rome?

Ans. Lost-and-found advertising on papyrus was common in Ancient Greece and Ancient Rome.

4. Which changes in the 1990s brought significant changes in the advertising field? 

Ans. The satellite television and Internet.

5. Who started ‘Bengal Gazette’? 

Ans. James Augustus Hicky.

6. Which installation revolutionised print media?

Ans. The installation of linotype printing machine.

7. Name new media.

Ans. Internet and mobile phones.

8. Give an example of service advertising. 

Ans. Advertisement of a bank.

9. Give an example of public service advertising.

Ans. Pollution control add.

10. Give an example of institutional ads. 

Ans. The TATA Steel ads in the 1980s.

Short Type Questions Answer 

1. What type of advertisement can be found in Ancient Rome and Ancient Greece? 

Ans. The form of advertising for the transmission of information dates back to ancient Greece and Rome, when town criers, drummers and signs were used to carry information for advertising goods and services. Excavations in the ancient Roman town or Pompeii have shown evidence of some form of advertising.

The ancient Romans painted notices of theatre performances, games, entertainments and public events on the walls of the busy centres of the town. Roman dairies had a sign outside with a goat on it and their schools had a picture of a boy being whipped. It was much later that public notices were placed in the ‘Acta Diurna’, a wall newspaper that provided daily news of politics in ancient Rome in 131 BC. Lost-and- found advertising on papyrus was common in Ancient Greece and Ancient Rome.

2. Why advertisement industry grew fast after invention of radio and television?

Ans. The field of advertising was revolutionized with the advent of radio and television as popular media of communication in this century. While the press would cover only the literate pupulation, the radio and television have widely covered both literates and non-literates. Television and radio remain the most popular media in urban as well as rural areas. During the 1990s, the arrival of satellite television and internet has resulted in significant changes in the field.

3. What are two types of ads? 

Ans. The two types of ads are: Print ads can be categorized as Classified and Display ads.

Classified ads provide valuable information in a very direct and often dry manner They contain only basic facts. We have read information about property markets, shares, matrimonials, detective agencies, housing, births and deaths in the classified pages of most national dailies.

Display ads are bigger and take more space. They are often very colourful and contain attractive images. Glossy magazines usually carry many display ads.

4. What are different media of advertising?

Ans. Different media of advertising:

5. What is target audience?

Ans. Target audience or target group is the primary group of people that something, usually an advertising campaign, is aimed at. A target audience can be people of a certain age group, gender marital status, etc. (example: teenagers, females, single people etc.) A certain combination, like men from twenty to thirty is often a target audience. Other groups, although not the main focus, may also be interested. Without knowing your target audience, advertising and the selling of a particular product can become difficult and expensive.

6. What is campaign? 

Ans. An advertisement campaign is a series of advertisement messages that share a single idea and theme which together make up an advertisement strategy for a product, service, or institution, Advertising campaigns appear in different media across a specific time frame.

Long Type Questions Answer 

1. Trace growth of advertising in India.

Ans. The history of advertising in India parallels the history of Print media. We have learnt that the first issue of the first newspaper of the Indian subcontinent, was the ‘Bengal Gazette’ or the ‘Calcutta General Advertiser’, started by James Augustus Hicky on January 29, 1780. It carried a few advertisements. During the early years the newspapers announced births, deaths, appointments, arrival and departure of ships and sale of furniture. By the beginning of the 19th century of pattern of advertising revealed a definite change. Even the daily newspapers announced themselves through advertisements in existing periodicals. The power of advertising increased rapidly with the growth in trade and commerce.

By 1830, around three dozen newspapers and periodicals were being published on a regular basis from India. With the rise of new industries, advertising, even from British companies, increased. The growth of advertising in India is also linked to the Swadeshi movement (1920-1922), which gave impetus to Indian industries.

The first Indian ad agency, the Indian Advertising Agency, was launched in the very early years of the 20th century. On the other hand some were launched in the very early years of the 20th century. On the other hand, B Dattaram and Co, located in Girgaum in Mumbai and launched in 1905, also claims to be the oldest existing Indian agency! This was followed by the launch of the Calcutta Advertising Agency in 1909. By the 1920s a number of Indian agencies were working from the major Indian cities, the most important being the Modern Publicity Company in Madras, Central Publicity Service in Bombay and Calcutta and the Oriental Advertising in Tiruchirapalli. In 1931, the first full- fledged Indian ad agency, the National Advertising Service, was established. During the post independence era, the advertising business was well on its way to growth and expansion. The Indian Society of Advertisers was formed in 1951 and in May 1958, the Society of Advertising Practitioners was established and advertising clubs came up in Bombay and Calcutta to promote higher standards or work.

Market research and readership surveys led to further professionalisation of the advertising industry. Television Rating Points, popularly known as TRP measurement, provided ad agencies with statistical data on consumer/ viewer likes and dislikes and helped them create effective media plans and ad campaigns.

The introduction of multi-colour printing, improved printing machines and the development of commercial art gave the ad business a further boost. The advertising agencies expanded their services and this was due to the phenomenal growth in media. Besides selling space in newspapers magazines, they began to offer art works, and organization of fairs and exhibition and market research.