NIOS Class 12 Mass Communication Chapter 18 Advertising Industry

NIOS Class 12 Mass Communication Chapter 18 Advertising Industry, Solutions to each chapter is provided in the list so that you can easily browse through different chapters NIOS Class 12 Mass Communication Chapter 18 Advertising Industry and select need one. NIOS Class 12 Mass Communication Chapter 18 Advertising Industry Question Answers Download PDF. NIOS Study Material of Class 12 Mass Communication Notes Paper 335.

NIOS Class 12 Mass Communication Chapter 18 Advertising Industry

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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 18 Advertising Industry, NIOS Senior Secondary Course Mass Communication Solutions for All Chapters, You can practice these here.

Advertising Industry

Chapter: 18

TEXT BOOK QUESTIONS WITH ANSWERS

INTEXT QUESTIONS 18.1

1. Match the following sentences:

Ans. 

INTEXT QUESTIONS 18.2

1. List five points to be kept in mind while planning an ad campaign.

(i)

(ii)

(iii)

(iv)

(v)

Ans. (i) Location of the target group. 

(ii) Medium to be used.

(iii) Length of the ad.

(iv) Language of the ad.

(v) Visuals to be used. 

(vi) Any other

INTEXT QUESTIONS 18.3

1. State whether the following statements are true or false:

(i) Ads about medicinal products need to get the script approval of the Films Division before broadcast.

Ans. False.

(ii) Ads should provoke people to violence and crime.

Ans. False.

(iii) Ads are news.

Ans. False.

(iv) Ads cannot contain any exaggerated, superlative or misleading claim.

Ans. True.

(v) Ads can portray two men as passive, weak or submissive.

Ans. False.

(vi) Companies can show bidi and tobacco ads on television.

Ans. True.

(vii) Ads cannot be insulting of any race, caste, colour, creed or nationality.

Ans. True.

(viii) Ads can promote lying and cheating.

Ans. False.

INTEXT QUESTIONS 18.4

1. Choose the correct alternative: 

(i) What does a copywriter do?

(a) makes photocopies of the ads. 

(b) writes the main slogan, taglines and dialogue of the ad.

(c) uses the typewriter.

Ans. (b) writes the main slogan, taglines and dialogue of the ad.

(ii) Who heads the ad team?

(a) Creative director.

(b) Market researcher.

(c) Copywriter.

(d) Film director. 

Ans. (a) Creative director.

(iii) Freelance services.

(a) Someone who works independently and has no permanent employment with one organization and gets paid according to the work done, rather than a monthly salary.

(b) Someone who works for free.

(c) Someone who works independently in a permanent job with monthly salary and Provident Fund.

(d) Someone who has a lot of free time in office.

Ans. (a) Someone who works independently and has no permanent employment with one organization and gets paid according to the work done, rather than a monthly salary.

(iv) Who is a media planner?

(a) One who selects the clients.

(b) One who selects the advertising media. 

(c) One who selects the ad agency.

(d) One who selects the research team.

Ans. (b) One who selects the advertising media. 

(v) Who is a visualizer?

(a) One who designs the ad.

(b) One who writes the text for the ad. 

(c) One who helps in the production of the ad.

(d) One who prepares the budget for the ad.

Ans. (a) One who designs the ad.

INTEXT QUESTIONS 18.5

1. State whether the following statements are true or false:

(i) An advertisement is usually direct and explicit.

Ans. True.

(ii) Public relations stand for Press Report.

Ans. False.

(iii) Public Relation involves direct advertising.

Ans. False.

(iv) A spot is a rhyming song used to advertise a product.

Ans. False.

(v) Public relations is not paid for directly.

Ans. True

TERMINAL QUESTIONS

1. Explain the important principles of advertising.

Ans. People have some basic needs- physiological, safety, love, esteem and self- confidence. Advertising keeps these needs in mind and appeals to emotions of envy, fear and anxiety about one’s status and appearance.

The key principle is to gain the attention of the consumer. This can be done by working with size, colour, visualization, slogan etc.

The ads stimulate desire. They try to make people want the special product that is being advertised. They make you feel special, exclusive or ‘cool’.

The ads also impart conviction. They put on a show of certainty and surety.

2. What are the key guidelines for good advertising?

Ans. They are:

• Ads on cigarette, bidis and other tobacco products, alcoholic drinks and other intoxicants cannot directly endorse the product.

• The ads on aerated water (soft drinks) should contain a declaration that it contain no fruit juice/fruit pulp and is artificially flavoured.

• Medicinal products need to get the script approval of the Drugs Controller before broadcast.

• Ads cannot contain any exaggerated, exceptional or misleading claim.

• Ads need to conform to the Constitution of India and cannot offend the morality, decency and religious beliefs of people.

• Ads cannot be insulting of any race, caste, colour, creed or nationality.

• Ads cannot provoke people to violence, crime or cause disorder.

• Ads cannot present criminality, ad is desireable or admirable.

1. Ads cannot adversely affect friendly relations with a foreign state.

• Ads cannot be presented as news.

• Ads cannot portray women as passive, weak or submissive.

3. Describe the structure and functions of and ad agency.

Ans. An ad agency consists of the following posts:

CREATIVE DIRECTOR

This is senior position in an ad agency. The creative director coordinates the copywriting and designing and has to supervise the production of the ad.

COPYWRITERS

Also called wordsmiths, copywriters produce the wording of an advertisement. All the witty, sometimes emotional and touching taglines, slogans, jingles, and dialogues of famous and campaigns are written by these hardworking and creative copywriters.

VISUALIZERS

They are artists who create images based on what the copywriter has created. Visualizers may work with graphic, images, photographs, moving image and sound.

FREELANCER

A freelancer is a person who workes independently for people and has no long term contract with any organization.

PRODUCTION-IN-CHARGE

This person heads the production department, the section which employs people with diverse talents.

MEDIA PLANNER

This person prepares and allocates the budget for the ad.

MARKET RESEARCH

They are from the market research wing of a company, often an ad agency. Market research is the process of systematically gathering, recording and analyzing data and information about customers. The information about customer likes and dislikes helps in creating an ad campaign, launch a new product or service, improve existing products and services and expand into new markets.

4. Differentiate between advertising and public relations.

Ans. Advertisement

• Advertisement is paid for

• Advertisement is direct and explict.

• People will know immediately what is being advertised and who is behind the advertisement.

PUBLIC RELATIONS

• Public relation (PR) is not paid for directly.

• PR is subtle and indirect.

• People may not immediately know who is behind the PR exercise but in PR community service campaigns, the company’s name is publicized.

Very Short Type Questions Answer

1. Write three basic needs of people.

Ans. Physiological, safety and love.

2. What is a jingle?

Ans. Jingle is a rhyming song used to advertise a product. 

3. Who is consumer?

Ans. A consumer is a person who buys any product or service.

4. What is a spot?

Ans. A spot is an advertisement of an audio/ visual mediums such as television, radio, cinema, etc.

5. Who writes the ads? 

Ans. Copywriters.

6. Who are visualisers?

Ans. They are artist who create images based on what the copywriter has created. 

7. Who is a freelancer?

Ans. A freelancer is a person who works independently for people and has no long term contract with any organization.

8. Who is media planner?

Ans. The person prepares and allocates the budget for the ad.

Short Type Questions Answer 

1. Describe the role of a creative director.

Ans. This is senior position in an ad agency. The creative director coordinates the copywriting and designing and has to supervise the production of the ad.

2. What is the role of copywriters?

Ans. Also called wordsmiths, copywriters the wording of an advertisement. All the witty, sometimes emotional and touching taglines, slogans, jingles, and dialogues of famous ad campaigns are written by these. hardworking and creative copywriters

3. What is the role of visualizers?

Ans. They are artists who create images based on what the copywriter has created. Visualizers may work with graphic, in. cs,. photographs, moving image and sound. To put it simply, the visualizers design the ad. Which is your favourite ad these days? What is it about the visualization that you like?

4. What is market research? 

Ans. They are from the market research wing of a company, often an ad agency. Market research is the process of systematically gathering, recording and analyzing data and information about customers. The information about customer likes and dislikes helps in creating an ad campaign, launch a new product or service, improve existing products and services and expand into new markets. Market research can be used to determine which part of the population will purchase product/service, based on variables like age, gender and income level.

Long Type Questions Answer 

1. What questions should be kept in mind while planning? 

Ans. Some key questions such as the following are to be kept in mind.

• Why does a company need to advertise? Does the company want more people to buy product; the company want a good public image or does the company want to introduce a new product?

• Who is the target group for the ad? Is it school going children, teenage boys and girls or office going women?

• What message is to be conveyed through the ad? Is it that the product is the best in the market? Is it that the product is the cheapest? Or is it that a film star used the product and so it is stylish to use the product?

• Where is the target group located? Does one need to reach them through print or radio or television? Do they live in metros, big cities, towns, or villages?

• How will the ad agency reach this public, the target group? Will it be through a big ad campaign through FM radio? Will it be television, or will it be language newspapers?

• When and for how long will the ad campaign run? Will it be for 6 months, 3 months or a week?

• How long should an individual ad be? One minute, 30 seconds or 10 seconds?

• What should be the language of the ad? Will it be English, Hindi, regional languages or a mix of several languages?

• What kind of visuals (people/objects) should be used in making the ad? Will it be very glamorous people; will it be middle class housing? Or will it have foreign locations?

2. What type of career are there in the field of advertisement?

Ans. Advertising field offers a range of interesting careers-from executive work to one with a more creative dimension such as copywriters and visualizers. A career in advertisement is quite glamourous and at the same time challenging with more and more agencies opening up every day. Whether it’s products, companies, personalities or even voluntary organizations, all of them use some form of advertising in order to be able to communicate with the target audience.

Advertising offers different career paths:

• People can join a television company, a radio station, a newspaper or magazine and sell time or space to companies who want to advertise their products or services.

• They can join a manufacturing company and work as Brand Managers. Brand managers plan, develop, and direct the marketing efforts for a particular brand or product.

• People can work with an advertising agency.