Your Answer : (Not Answered)

Correct Answer : C

The true statement is that the brand funnel represents the stages of consumer engagement with a brand, from awareness to loyalty.

The funnel traces how a large pool of people who are aware of a brand narrows through familiarity, consideration and purchase to a smaller group of repeat, loyal customers. Marketers use it to see where they lose potential buyers.

Brand attributes and functional benefits belong to brand positioning, a journey 'from desire to denial' is not the funnel, and financial performance against competitors is a market-share analysis.

Your Answer : (Not Answered)

Correct Answer : D

The one that is not digital marketing is Metric Marketing.

'Metric marketing' is not an established form of marketing. Metrics, such as clicks, conversions and engagement rates, are the measures used to evaluate digital campaigns, not a kind of campaign in themselves.

The other three are standard forms of digital marketing. Influencer marketing pays people with large online followings to promote products. Affiliate marketing pays partners a commission for sales or leads they bring through their links. Content marketing attracts customers with useful or entertaining content such as blogs, videos and newsletters.

Your Answer : (Not Answered)

Correct Answer : B

The record was set by Taj Mahal Tea.

Brooke Bond Taj Mahal Tea's 'Megh Santoor' billboard at Vijayawada, Andhra Pradesh was recognised by Guinness World Records as the largest environmentally interactive billboard, achieved on 10 September 2023. Rainwater filled containers attached to mallets that struck the billboard's strings, so the rain itself played notes of the monsoon raga Megh Malhar.

Amul is known for its long-running topical hoardings, Fevicol for humorous advertising and Zomato for witty social media and outdoor messages, but none of them holds this record.

Your Answer : (Not Answered)

Correct Answer : B

The answer is the option describing a state of mental discomfort when new information clashes with existing beliefs, which advertising addresses especially after purchase.

Leon Festinger's theory (1957) holds that people feel discomfort when they hold conflicting beliefs or when their actions conflict with their beliefs, and try to reduce it. After an expensive purchase, a buyer who meets information suggesting a poor choice may feel such dissonance; advertisers address it with reassuring post-purchase messages that confirm the wisdom of the decision.

Harmony between expectation and performance, a clear understanding of the message and complete agreement with it are all states of consonance, the absence of the discomfort the term describes.

Your Answer : (Not Answered)

Correct Answer : C

The answer is Only (A) is true.

The Assertion is a basic principle of corporate communication: stakeholders trust an organisation that is open about its decisions, its performance and its problems, and transparency is how that trust is earned.

The Reason is false. Manipulating information to present a polished image is not acceptable practice; it is the kind of spin that professional codes of public relations reject, and once exposed it damages the trust the Assertion speaks of. Since the Reason is false, neither of the 'both true' options can be right, and 'Only (R) is true' gets both statements the wrong way round.

Your Answer : (Not Answered)

Correct Answer : A

PRSI stands for the Public Relations Society of India.

Founded in 1958, the PRSI is the national association of public relations professionals in India. It holds an annual All India Public Relations Conference, and 21 April is observed as National Public Relations Day in India.

The other expansions are not names of any recognised body.

Other professional bodies in the field include the Public Relations Council of India (PRCI) and, internationally, the Public Relations Society of America (PRSA).

Your Answer : (Not Answered)

Correct Answer : A

The light that highlights form and dimension is the key light.

In three-point lighting, the key light is the main, strongest light. Placed to one side of the camera, it models the subject's shape, creating the highlights and shadows that reveal form and dimension.

The fill light softens the shadows the key light creates, and the back light separates the subject from the background. A top light, from directly above, is not one of the three basic lights.

Your Answer : (Not Answered)

Correct Answer : B

This is the two step flow theory.

Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet found in their study of the 1940 US presidential election (The People's Choice) that ideas flow from the media to opinion leaders, and from them to less active sections of the population. Katz and Lazarsfeld developed it in Personal Influence (1955).

Uses and gratifications theory asks what people do with media, agenda setting says media tell people what to think about, and the transmission model describes communication as a one-way sending of messages. None of these depends on opinion leaders.

Your Answer : (Not Answered)

Correct Answer : B

The theory is medium theory.

Medium theory, associated with Harold Innis, Marshall McLuhan and later Joshua Meyrowitz, holds that each communication technology has characteristics of its own, apart from the content it carries, that reshape social organisation, perception and culture. Print, television and the internet each changed society in distinctive ways.

Mass culture theory criticises the standardised culture produced for mass audiences, labelling theory is a sociological account of how being labelled deviant shapes behaviour, and 'ephemeral theory' is not an established theory of communication. Only medium theory puts the technology itself at the centre of social change.

Your Answer : (Not Answered)

Correct Answer : A

ICT stands for Information and Communication Technologies.

The term covers computers, the internet, mobile phones, broadcasting and other technologies used to handle and communicate information. It is used widely in development, education and policy, as in ICT for Development (ICT4D).

The other expansions are not the standard meaning of the abbreviation.

In India the term appears in policies such as the national ICT policy for school education and in the work of bodies such as the Department of Telecommunications and MeitY.

Your Answer : (Not Answered)

Correct Answer : D

The one that is not part of brand architecture is the generic brand.

Brand architecture is the structure by which a company organises its brands: a corporate or branded house (one master brand, such as the corporate brand), endorsed brands that carry a parent's endorsement, and a house of individual product brands. These are its standard levels.

A generic brand is an unbranded product sold under its common name, often by retailers, and is not a level in a company's brand portfolio.

Your Answer : (Not Answered)

Correct Answer : D

The keyed answer is FDP, the item the key treats as not a development communication project of Indian origin.

KCP is the Kheda Communications Project, run in Gujarat from 1975 to 1990 as a participatory, locally produced rural television project. JDCP is the Jhabua Development Communication Project, which grew out of Kheda in the mid 1990s and used satellite reception and talkback terminals in a tribal district. Both are Indian development communication projects, so neither can be the answer.

I could not find a development communication project called FDP, and the only link I found for ETV was a passing mention of educational television as a social education programme in India. So the choice between ETV and FDP rests on the key: FDP could not be identified as an Indian project, and I could not confirm what the paper means by either abbreviation.

Your Answer : (Not Answered)

Correct Answer : D

Social learning theory was developed by Albert Bandura.

Bandura argued that people learn behaviour by observing others and imitating what they see rewarded, not only through their own trial and error. His Bobo doll experiments of the early 1960s showed children copying aggressive behaviour they had watched an adult perform, a finding later central to research on television violence. The theory was later developed into social cognitive theory.

Wilbur Schramm and Harold Lasswell are known for communication models, and Daniel Lerner for his modernisation study The Passing of Traditional Society (1958).

Your Answer : (Not Answered)

Correct Answer : D

The uses and gratifications theory is associated with Elihu Katz.

Katz, with Jay Blumler and Michael Gurevitch, set out the approach in 1974. Instead of asking what the media do to people, it asks what people do with the media: audiences are active and choose media to satisfy needs such as information, personal identity, social interaction and entertainment.

Marshall McLuhan is known for 'the medium is the message' and hot and cool media. Harold Lasswell gave the verbal model 'who says what in which channel to whom with what effect' (1948), and Wilbur Schramm is known for his interactive model of communication.

Your Answer : (Not Answered)

Correct Answer : C

It is important in a press conference.

At a press conference the speaker addresses journalists from a stage or podium, and television cameras and photographers record the scene. A logo on the backdrop screen or on the front of the podium appears in every picture and broadcast clip, so the organisation's identity is carried into the coverage.

A press tour takes journalists to a site, with no single stage. A press kit is a folder or package of material handed to journalists, and a press release is a written statement sent to the media; neither involves a speaker on a stage.

Your Answer : (Not Answered)

Correct Answer : C

The one not used as a public relations tool is the Press Club.

A press club is an association of journalists, with premises where its members meet. It belongs to the journalists, not to the organisation seeking publicity, although PR people may hire its hall for an event.

The other three are standard media relations tools: a press conference brings reporters together to hear an announcement and ask questions, a press visit takes journalists to see a site or project, and a press release is the written statement sent to the media.

Your Answer : (Not Answered)

Correct Answer : A

The three core elements are expertise, motivation and trustworthiness.

Source credibility research, from Aristotle's ethos to Carl Hovland's Yale studies and James McCroskey's work, identifies three dimensions: expertise or competence (whether the source knows the truth), trustworthiness (whether the source will tell it) and goodwill or intention (the source's motivation towards the audience). A source seen as knowledgeable, honest and well-intentioned is believed.

Power is not a component of credibility; a powerful source may be obeyed without being believed, which is why every option including power is wrong. Personality is not one of the three either, so the option without expertise fails.

Your Answer : (Not Answered)

Correct Answer : A

A quasi-experiment differs from a true experiment in terms of the degree of control exercised by the researcher over possibly confounding variables.

In a true experiment the researcher randomly assigns participants to experimental and control groups, which controls for confounding variables. In a quasi-experiment random assignment is not possible, for instance when existing classes or villages are compared, so the researcher has less control and other variables may explain the results.

Both kinds may use one or more comparison groups, any number of participants and operational definitions of variables, so none of those features distinguishes them.

Your Answer : (Not Answered)

Correct Answer : B

Abhinavagupta added Shanta rasa.

Bharata's Natya Shastra names eight rasas: shringara (love), hasya (comedy), karuna (pathos), raudra (fury), veera (heroism), bhayanaka (terror), bibhatsa (disgust) and adbhuta (wonder). In his commentary Abhinavabharati, the Kashmiri philosopher Abhinavagupta (about 10th-11th century) argued for shanta, the rasa of peace or tranquillity, as a ninth, which gives the familiar 'navarasa'.

Bibhatsa (printed Beebhatsa) and raudra are already among Bharata's original eight, and 'klishta' is not a rasa at all.

Your Answer : (Not Answered)

Correct Answer : A

A swish pan is a camera movement.

A swish pan (whip pan) is a very fast horizontal pan that blurs the image as the camera swings from one point to another. It is used to suggest speed or to link two scenes, often hiding a cut in the blur.

It is not about scene composition, lighting or post-production, though a swish pan can be used as a transition; the movement itself is made with the camera.