Saturday, April 25, 2009

Public Relations Management. : A must read book for all aspirants


Public Relations Management presents a comprehensive summary of public relations concepts, theory, principles, history, management, and practices.

It offers a comprehensive and detailed examination of the topic. It gives students a good knowledge about the role that public relations can play in building relationships between organizations, markets, audiences, and the public.

The book is ideal for upper level and graduate study of public relations as well as aspirants of PR courses.

PR Management  will be out in last week of April 09. This is written in  textbook style with questions and critical thinking exercises.

Its back cover says :

The current century has witnessed a tremendous spurt in media and technology, thus making the job of aPR practitioner more challenging, but at the same time interesting. Constant media exposure on matters—social, economic political and corporate—has resulted in people demanding more accountability fromthose who govern them and also those in the marketplace. The new age media has brought about aparadigm shift on the power of the pen. Is it the mainstream media or the citizen journalists and bloggers,who spare no time in expressing their views on everything under the sun? And this has made a definitedifference to organizations, who have to be much more vigilant than before. Public Relations has comecenter stage in lending advise on areas that did not traditionally fall in its purview, especially in caremanagement, corporate governance and corporate social responsibility. Those who study and practice PRhave to understand the dynamics of the changing media matrix and acquire skills on how to handlevarious media. It is hoped, the book will provide many new insights and hands-on-skills to both thestudents and young practitioners in pursuing their jobs more efficiently and vigorously.

About Authors

Dr. Jaishri Jethwaney is Professor and Program Director (Advertising and Public Relations)
at the Indian Institute of Mass Communication (IIMC) for about the last two decades. Prior
to that she had a stint both in brand and corporate communication /Public Relations in the

An alumnus of Hindu college, where she did her Masters in Political Science, she completed her
PhD from the School of International Studies, Jawaharlal Nehru University, in Media and Elections for which she did extensive research in the USA, Germany and India in the mid1990s. She has studied Journalism, Advertising and PR, both in India and abroad.

Dr. Jethwaney has been contributing in the field of social marketing and development communication for a long time. She has undertaken consultancy on behalf of her Institute for Government of India and several UN organizations like UNESCO, UNICEF and WHO in various social and health projects, some of which include HIV and AIDS, Child Rights, Mental Health Program, National TB Program etc. She has several research studies to her credit.

Dr. Jethwaney has authored and co-authored a number of books on Advertising; Public Relations and Corporate Communication that are widely referred by students in most of the universities in India. 

A widely traveled person, Dr. Jethwaney’s passionate interests lie in research and creating a body of knowledge, set in the Indian milieu, in the area of her scholarship.

Professor N.N. Sarkar is a graphic designer, who specializes in layout, design, typography and
print production. He retired from the teaching faculty of IIMC, New Delhi in February 2002. Before joining IIMC in 1980, he had been a practicing graphic designer for more than two decades for various reputed organizations that included advertising agencies, public and
private sector companies.

He is a much sought after teacher in various professional institutions and universities, where he has been a visiting faculty, examiner and curriculum consultant.

He has written a number of books and contributed lessons for distance education in the area of his specialization
Prominent among his publications is Art & Print Production published by Oxford University Press for higher education programs on mass communication.

Publisher : Sterling
Price         : 250 INR

Tuesday, May 20, 2008


IIMC results will be out by 10.06.2009

All the Best

Tuesday, April 22, 2008

Question Paper for PG Diploma in Advertising & Public Relation 2007


1. please read the question carefully before attempting to answer. Build argument intelligently and succinctly.

2. There are four sections in the question paper, so four answer sheets have been provided. Viz A, B, C & D.
You are required to write answer in the respective answer sheets.
To illustrate section A in the question paper will have be to written in Answer sheet labeled A.
The paper would become invalid if attempted on the wrong Answer sheet.

Section A (total 25 marks/ 5 each):-
Maximum word limit each question: 100 words
1. "Product endorsements have adversely impacted the performance of the men in blue in india". Put forth your arguments supporting or rejecting statement?

2. Apart from television, what are at least four other modes of advertising. Illustrate giving sutiable examples?

3. What are the reason in your view for the servicing section (telecom, banking, insurance, civil avation etc) to be thriving in india today?

4. Name any three advertising campaigns where you belived the claim was incorrect/ misleading/ grossly exaggerated?

5. If you were to buy a car. How would you go about it? Write all step succinctly which would facilitate your decision making process?

Section B (total 20 marks/ 5 each):-
Maximum word limite each question (100 word)
1. As a youngester, who is your role model and why?

2. What are 10 things you would like to do in the coming year? ( things that don't necessarily have to do with academics)

3. Is there a difference between Gandhism and Gandhigiri? Discuss with argument.

4. What is one thing that you would like to change in your parents and how would you do it?

Section C (total 20 marks/ 5 each)
Maximum word limit for question 1, 2 & 3:- 100 words

1. Can media play the role of a change agent? Discuss with suitable example?

2. Comment on what Prof. Amritya sen, the nobel laureate recently said "our vision of India can't be one that is half California and half sub Saharan Africa".

3. Suggest at least five ways in which the chasm between the rich nation and poor nation can be bridged

4. Write slogans on the following subjects. (Maximum word limit, ten wordd per slogan)

A. Global warming
B. Obesity among children
C. Children with disability
D. Drug use by youth
E. Domestic violence against women

Section D (total 20 marks/ 10 each)
1. Carefully read the following ten words. We are not looking for literal definition/ meaning of the word, But thought that you associate with the word- Say in the maximum 5 to 10 words each. (The answer can be serious/ funny/ wacky)

A. Discipline
B. Perseverance
C. Backbone
D. Vermillion mark
E. Life
F. Home
G. Betrayal
H. Good time
I. Tomorrow
J. Control
2. Reinvent the following people/ characters (give explanation in two/ three sentences on their new avatar)
A. MF Hussein
B. Amitabh Bachchan
C. Michael Jackson
D. Dev Das
E. Gabbar Singh.

Question Paper for PG Diploma in Radio & TV Journalism 2007

Note:- The question paper is in 3 parts. Each part is to be answered in a separate answer book.
Please observe the word limit.
Maximum Marks: 85 Time:- 2 hrs.

Part:- A

1. Write on any two of the following in not more than 200 words…15 (7.5 each)
A. The central educational (Reservations in admission) bill 2006 and the recent developments.
B. Electoral college for the election of president of India.
C. Indian takeovers abroad in steel and aluminum.
D. US president's visit to India

2. Write on any two of the following in not more than 100 words…..15(7.5 each)
A. UP assembly elections.
B. Special economic zone.
C. World economic forum.
D. ICC world cup 2007

3. Name five women who have been heads of government and at least two of them holding office now….2.5 marks.
4. Name five north eastern states of India and their capitals….2.5 marks
5. Why were the following in the news recently….5 marks

A. Bob woolmer.
B. Shilpa shettly
C. Iftikhar mohammad choudhury
D. Indira nooyi
E. Sunita Williams
F. Mohammad afzal
G. Arvind kejariwal
H. Kiran desai
I. Mamta banerjee
J. Segolene royal


6. Critically evaluate the TV news coverage of any one of the following in not more than 200 words……7.5 marks.
A. Nithari killings
B. Samjhauta Express
C. Rescue of Prince

7. Explain the following in two or three sentences…..7.5(1.5 each)

A. Breaking news.
B. Live TV coverage.
C. Exclusive TV news visuals.
D. Citizen journalist.
E. File pictures.

8. Write 100 words on any one of the following….5 marks
A. Radio jockey can make or mar an FM channel.
B. Web radio
C. You tube
9. Match the following…. 2.5 marks

A. Channel 4 India
B. Geo TV Japan
D. NHK Pakistan


10. Write on any one of the following in not more than 200 words….7.5
A. The most interesting event of my life.
B. My journey to the examination hall today.
C. Man proposes God disposes.

11. Draft five questions for a TV news interview with any one of the following persons…..7.5 (1.5 each)
A. KG Balkrishnan
B. Mulayam singh yadav
C. NR narayanmurthy

12. Use the following words to make a sentence….. 5 marks
A. Police petrol
B. Bilateral
C. Clash
D. Activism
E. Record (sports)

13. Match the following….2.5
A. Vikram Chandra CNN-IBN
B. Rajendra Yadav American Idol
C. Rajdeep Sradesai Hindustan Times
D. Vir Sanghvi Sacred Games
E. Sanjay malakar Sara akash

Question Paper for PG Diploma Course In Journalism2007

Maximum Marks; 85
Time: 2 hrs.
Section:A................ Maximum Marks: 35
Note:- Attempt any four question. Question no. 1 is compulsory.
1. Write two sentences on any five of the following....... 5 marks (one for each)
a. Shashi Tharoor
b. Laewri Backer
c. Nandi Gram
d. Left Front
e. Sunil Mittal
f. Navin Chawla
g. Rojgar Gurantee Yojna
h. Sam Pitroda
i. Shaikh Hasina
j. Robert Mugabe
k. Brian Lara
2. Analyse the recently held Uttar Pradesh Assembly Election and its impact on the national politics. (In maximum 200 words) 10 marks
3. Review the last 3 years working of United Progressive Alliance (UPA)...(In maximum 250 words) 10 marks
4. "Implementation on recommendation given by Justice Rajendra Sachchar Committee on Socio-economic status of muslim community is in the interest of nation."....Comment. (In maximum 200 words).10 marks
5. Discuss developmental projects with special reference to Special Economic Zones (SEZ). (In maximum 200 words)........ 10 Marks
6. "There is no alternative to Liberalization and Globalization". Critically discuss the statement. (In maximum 200 words)10 Marks
Section:B..........Maximum Marks:25
Note: Answers the following questions.
1. Review recently seen any film or book read on journalism.
Write a report on newspaper and TV/ Radio of your region. (In maximum 200 words).....7.5 marks
2. "News paper are becoming copy of TV channels".. comments in maximum 200 words
"Cyber media is future's Mass Communication"...Comment in maximum 200 words.........7.5 marks
3. Write in brief on any two of the following...................5 marks (2.5 for each)
a. Person of the year
b. Realty Show
c. Blog
d. Exit poll
e. Prabhash Joshi
f. Kamleshwar
g. Mint
h. DNA
4. Match the correct pair... 5 marks
a. Aaj tak 1. 24*7
b. Indian Express 2. HK Dua
c. Prabhat Khabar 3. Sabse Tej
d. NDTV 4. Akhbar Nahi Andolan
e. Tribune 5. Shekhar Gupta
Section: C..........Maximum Marks: 25
1. Summarise into 50 words.......................10 marks
Kolkata (UNI): India will achieve energy independence by 2030, according to an Eastern India Energy Summit Report, 2007. Speaking on the occasion, Reliance Industries Limited (LNG Business) president RP Sharma said RIL would commense its supplies by 2008.
Stressing on other alternatives of fuel, Mr. Sharma said unconventinal hydrocarbon, a new option, would have to be explored. He said the share of oil would come down and that of the natural gas would go up in the next five years.
Talking about india's oil demand, the summit report stated that the long term growth in demand of petroleum products depends upon economic growth, elasticity of demand of petroleum products with respect to GDP growth, relative price levels of substitute products like LNG/ CNG, saturation of LPG demand and the impact of energy conservation measures.
India needs to grow its energy share in a market with sluggish growth in supply and rising prices, and its share of world supply of fossil fuel would rise from 3.7 to 7.6 percent.
2. Write an essay on "Growth as critical as price stability."................10 marks
3. Write your critical comments on any one advertisement appeared in newspaper or radio or tv.............5 marks.

Monday, June 05, 2006

Some tips for GDs and Interviews.........


Body Language
# Sit straight backed, feet close together and not crossed.
# While speaking, pointing fingers, pencils/pens, should be avoided.
# While it is OK to gesture with your hands while making a point, avoid waving wildly.
# Good eye contact should be maintained.
# Try to appear formal and polite, but not too rigid. Try to relax.
# Smile :) [not too much!]

# Prepare your subjects thoroughly. While it is not essential to answer every question, you should show a reasonable grasp of your main subjects.
# Read the newspapers regularly so that you are up-to-date with current happenings
# Read at least one business newspaper/magazine. They are not really very difficult to understand. While detailed knowledge may not be required, a grasp of the basics helps.
# For the time being, practice speaking smoothly in English. We tend to mix up other languages when speaking, and don't realize how difficult it is to find the right words when needed.

# Dress in formals.
- Men should dress in formal shirt & trouser and may or may not wear a tie/blazer. Wear sensible shoes, not ones with studs and decorations.
- Ladies can wear Salwar Kameez or Western Formals, wear a saree only if you are very comfortable in it. Try to make your outfit formal looking in terms of colour as well as material. Wear sensible shoes(Even if open they should have straps - no chappals).
# Avoid heavy jewellery as far as possible.
# Hair should be neatly and formally arranged. Men should have facial hair neatly clipped if they have any.
# Carry a folder with multiple flaps. Keep your certificates, photocopies, admit card etc. well ordered, so that you don't have to search for them when asked. Carry a few white sheets and a pen with enough ink, and maybe a spare one...just in case.

Group Discussions

The crucial point to remember here is that a group discussion is not a debate. Hence, aggression is very negative. The main idea behind a GD is to exchange ideas, and listening is as important as speaking.

The topic may be general, abstract or technical. There may also be a case study. Content would differ accordingly.

For technical topics (WTO, GATT, etc), a basic understanding of the issue is sacrosanct. This needs to be supplemented by opinions, observations and speculations.

In case of a general topic, it helps to think laterally. Different dimensions may be introduced when the GD begins to stagnate.

Creative topics are the most interesting and hence the ones candidates are generally uncomfortable with. Here again, lateral thinking helps.

For a case discussion, the best way to start is to identify the problem and state it at the beginning of the GD. As different points of the case are analyzed, conjecture should be avoided. While reasonable guesses may be made, all analysis should be based on data or information contained in the case itself.

Remember that you are allotted points for your contribution to the topic. Avoid statements like "You know, what I feel about the topic in question is that we should take a balanced view"...Long statement, but it means nothing. It may indicate that you don't know what to say, and someone else will take over.

The optimum number of entries in the GD depends on duration and the number of candidates. However, there is no need to monopolize the discussion. It is far more important to be a team person and allow everyone a chance to speak. Basic courtesy does not cease to apply in a GD. It is not essential to contradict another person to prove one's own point. If you don't agree, say what you feel. Never say "You are wrong".

There is no need for the group to come to a conclusion unless specifically directed by the person conducting the GD. Each person must direct his speech to the other members and never to the moderator. It is important to be interested in the proceedings and not sit back when one feels his quota of entries is done with. While making a point, one must be brief and not meander.

This creates an opening for the other candidates to enter the GD. It also makes an impact if one tries to restore order in an otherwise chaotic GD. This illustrates leadership abilities. By a similar logic, taking initiative helps. But while acting as facilitator(only in case the GD become chaotic), make sure that you do not keep talking about maintaining order etc. Get on with the GD. In case the moderator specifically asks someone to act as facilitator( rarely happens) don't take the advantage you have to make your points!

Style of speaking varies from person to person and there is no need to adopt an artificial manner. A relaxed, polite and formal way of speaking makes a good impact. Over animation and excessive rigidity are both to be avoided - try and strike a balance.


1. Some people prefer opening the GD. It's a good bet, but it is also a lot of risk. If you make a good opening, you win the respect of the group for the rest of the GD .Ideally, the opening should give a structured introduction of the topic, substantiated with at the most one example. It should be brief and should never carry a conclusive remark. In a case study, the introduction should strictly be the problem definition and must not include the analysis of the case.

2. Most panels give you a minute or two to think. Use it to write down your points. Don't bother with sentences, note down some keywords.

3. It does not pay to save good points for the end. The GD might end abruptly or there may be too much commotion to make a good impact at the end. Some other candidate may also speak the point before you do. Candidates who have low lung power need to time their entries so that they can get in when there is a trough in the GD. Irrespective of style, shouting should be avoided at all costs. It creates an extremely bad impact on the panel.

4. For candidates who have difficulty speaking - it is important to be heard. Try to get in when the previous speaker stops for breath. A good way to start off is to mention a keyword - which sums up your point - in a raised voice, then to come back to your ordinary voice when everyone is listening. Make it a point to frame your point in your mind before you start, so that you don't dry up in between. Also try to speak in 4-5 sentences. If you say only one sentence, half of it will be lost before people start listening. Also try to start off as soon as you can, but don't appear desperate or uninterested.

5. Summarizing helps. While making a summary, do not include new points. This is also an opportunity to prove your listening skills if you have not spoken much throughout the GD. Panelists tend to ask the not so strong speakers to summarize, which should be fully utilized. A good way to keep track is to keep noting keywords on points that others are making. Start off with "(The group)/(We) agreed..." or "(The group)/(We) (has) discussed..."

6. At the interview, you may be asked about your performance in the GD. If you had dropped technical terms, these may be followed up. In case discussions, you may be asked to further elaborate on a point you made during the GD. One must be prepared for these situations.


There are three aspects to this: Personals, academics and General awareness. The stress on each varies from one institute to another, and sometimes, from one panel to another for the same institute. Ideally, you should give the same weightage to all three.

Everything has to be substantiated with examples, for instance - qualities you possess, incidents that have made a deep impact on you, and so on. Role model, hobbies, extra curricular activities, motto in life, ethics and values, career goals are also analyzed. The most important thing to remember here is that the panel evaluating you is highly experienced, and trying to be someone you are not will never work.

Think about and frame your career goals(long and short term), beliefs and values, strengths and weaknesses etc. Try not to say anything controversial unless you can justify it. Be sincere.(It helps to write this down and study it, not so that it sounds learned by rote, but to be comfortable with what you want to say). Don't disguise strengths as weaknesses( I am a perfectionist, I am sensitive etc.)

Questions on academics have to be prepared well in advance. The level is typically graduation and after. For people who have been working, a basic understanding of their subject matter is tested and more emphasis is given to their professional career. However, for foreshores, its is very important to know your core subjects thoroughly. While you might not be equally proficient in all your subjects, your principal area of interest cannot be compromised upon.

You must also know about the institute itself and be clear about why you want to be a part of it.


Reaching the venue well on time is important. You should be dressed in formals and carry a portfolio or folder with all certificates and other necessary documents for verification. Also carry a pen and some papers just to be prepared Try and make a note of the headlines of the day. Ease nervousness by talking to other candidates.

During The Interview:
# Be relaxed and confident.
# Don't be too rigid
# It's not important to answer all questions
# Attitude and the way you behave when caught on the wrong foot helps
# Sometimes the panel will try to stress u out, don't get unnerved if the interview seems to be going badly. Panelists may spring a surprise and behave in an unexpected manner (walk round the room), show displeasure and act like they are not interested in whatever you are saying, even remark that you don't know much etc. Don't get affected by all this, these are mostly pressure tactics.
# It is OK to say 'I don't know' sometimes. In fact it is better than bluffing outright.

Typical Questions
# Tell us about yourself. Say the basics of your background in a sentence or two, then move on to something not on your CV/form
# Why this course? Work out the answer to this one beforehand. Be sincere, don't be flippant
# Why this institute? Find out about the institute. Go through the website/talk to alumni.
# What are your short and long term career goals? Think this one through. Even if the answer is not very technically sound, the panel is basically checking that you have thought about it.
# What are your hobbies? One or two things you are really interested in. The panel may go into details, so try to make it something you know about.
#Have you any questions for us?Have a question ready(should not be about your performance/whether u are selected)

At the end of the day, you are one of the few people to have it made this far. Remember that, believe in yourself and know that you can do it. That's all it takes. All the best!!

Saturday, May 20, 2006

Entrance test pattern changed

Write your comments on the new pattern of entrance test. You can also post your query (if you have) about today's paper.........

Friday, May 19, 2006

All the Best for Entrance Test

Hey Friends!!!!
I wish all the very very best for today.Here, you can write your experience about this blog.Thanks for making this blog a success......(950+ visitors within 2 months!!!!!!!!!!!!!)

Monday, May 15, 2006

Press Release Format Guidelines


Be creative and keep it to one sentence. Capitalize the first letter of all words but do not use all caps. Exclamation marks (“!”) only sell your release as advertising, not news.

Paragraph 1

City, State, Month, Day, Year – Begin with a strong introductory paragraph that captures the reader’s attention and contains the information most relevant to your message such as the five W's - who, what, when, where, and why. This paragraph should summarize the press release and include a hook to get your audience interested in reading more.

Paragraph 2, 3, 4, …

These paragraphs should contain more detailed important information, and make up the body of the release. Pick up with the information provided in your first paragraph, including quotes from key staff, customers or subject matter experts. Make sure you use correct grammar so as not to affect your credibility negatively.

As for content, make sure to keep in mind that you are writing a press release to grab the attention of the media. It is very important to maintain factual accuracy, make sure you are cleared to use quotes or information about businesses, and most importantly have an angle that will appeal to journalists (often by connecting your release to current events or issues). Effective releases usually utilize a strategy known as the inverted pyramid, which is written with the most important information and quotes first.

Try to keep the press release to fewer than 400 words total. Remember, succinct and to the point works best.

The body of your release should be more than one paragraph. The final paragraph should restate and summarize the key points of your release.

Additional 1
Provide avenues for the reader to obtain additional information, demos, samples, etc., but please DO NOT include Internet links. WebWire® provides special data submission fields for company/agency name, contact, telephone, email address, website location, etc. and other online connections (links).

Additional 2

Trademark acknowledgment, product or event timelines, availability, logistics, etc.

Additional 3

Background information about the company featured in the release, if appropriate, as well as any applicable safe harbor statement.

### (end with these characters)

A FINAL NOTE: With an effective release, it should be possible to cut off the bottom half of the release and still provide journalists with sufficient informatio

The 21 Most Powerful Copywriting Rules of All TimeThe 21 Most Powerful Copywriting Rules of All Time

1. Know your USP.
USP = Unique Selling Proposition = a one line statement (proposition) that explains (sells) how your product or service differs (unique) from the competition. You can't know it unless you research your product as well as your competition. What does Federal Express say? Dove soap? You must know your basic offer before you can begin to persuade anyone to accept it.

2. Use layout that supports copy.

Graphics, fonts, and layouts don't sell, but they can help bring attention to your sales message. Use proven formats.. Consider an advertorial style. It can get 80% more attention than any other ad layout. You must know the form your sales message will take before you begin to draft your actual message. Knowing you are about to write a classified ad will lead you to write differently than if you were about to write a sales letter or a display ad.

3. Create a riveting and relevant headline.

Round-up your prospects with a headline that makes them sit up and take notice. Best place to see good headlines is on the cover of Reader's Digest. See my AMA advertising book for 30 ways to write headlines. A headline calls out your readers. A change in headline can bring 19 times more response.

4. Write simply, directly, and in the conversational style of your prospects.

Who are you trying to reach? Housewives, business executives, children? You must know the type of person you are writing to. Write to one person from that group and you will speak to all people in that group. Forget trying to impress people, win writing awards, or please a past English teacher. Good copy often violates the rules of English but still makes the sale.

5. So that -- ?

Write of the benefits, not the features. A feature generally describes a product; a benefit generally explains what the product does for you. A good way to write about benefits would be to keep saying you get this...and the product does that you get.... Look at Kodak. People don't buy film for the pictures they create. They are buying memories. Look at their advertising and you'll barely see film anywhere. What you will see are family reunions, graduations, weddings, etc. You get film which helps you take pictures so that you get memories. Keep asking So that -- ? to dig up benefits. For example, This computer is a get a computer that is twice the speed of other can get twice the work done in the same amount of are free to have longer lunches, make more calls, or focus on something else.

6. Use emotional appeal.

People buy for emotional reasons and justify with logic. Gene Schwartz wrote an ad that ran for 20 years and sold so many flowers it exhausted nurseries. It's packed with emotional appeal. It read in part:
When you put this into the Earth, and you jump back (quickly), it explodes into flowers. And everybody in your neighborhood comes and they look. And people take home blooms because you've got so many you could never find a house big enough to put them. And you've become the gardening expert for the entire neighborhood.

7. Demolish the five basic objections within your copy:

• A. I don't have enough time.
• B. I don't have enough money.
• C. It won't work for me.
• D. I don't believe you.
• E. I don't need it.

8. Activate your writing.

Whenever you write the words "is," "was," "are," or "to be," train yourself to stop and change them to something more active. "The meeting is tonight" sounds dead; "The meeting starts at 7 PM sharp tonight" feels clear, direct and alive. "Clair Sullivan is the finest promoter in the country" doesn't convey the excitement that "Clair Sullivan creates corporate events better than anyone else on the planet" does.

9. Tell them something they don't know.

Fascinate your readers. The more you tell, the more you sell. Long copy usually works better than short copy, as long as the copy holds interest. After all, people read whole books. They will read your copy IF it interests them.

10. Seduce the reader into continued reading.

Keep your reader reading any way you can. Questions, unfinished sentences, involving statements, sub-heads, bulleted points, quizzes, all work. These techniques also handle the skimmers who just glance at your copy, as well as the word-for-word readers.

11. Say collie.

Be specific. Whenever you write something vague, such as "they say," or "later on," or "many," train yourself to stop and rewrite those phrases into something more concrete, such as: "Mark Weisser said...", or "Saturday at noon" or "Seven people agreed." Don't say dog when you can say collie.

12. Overwhelm with testimonials

Get as many testimonials as you can. The more specific, the more convincing. In short, deliver proof that your claim is for real.

13. Remove the risk!

Give a guarantee. Less than 2% of your customers will ever ask for their money back, so offering a guarantee is a safe risk. Here's the guarantee from my book, The Seven Lost Secrets of Success:
Use these seven principles for six months. If you're out of work, you'll find a job. If you're employed, you'll get a raise. If you're in business, you'll see a whopping 25% jump in revenues -- or return this book and your receipt for a full cash refund!

14. Ask for the order

Too much copy these days never asks anyone to buy anything. Sales copy should SELL. Use a coupon as a way to signal readers that you want their business and to remind yourself to always ask for the order (or at least to ask people to contact you or remember you).

15. Use magic words.

There are certain words which have been proven to help get attention. If you just string these words together, they sound like fluff. But weave them into your sentences, along with your facts, and they become powerful:
Announcing, astonishing, exciting, exclusive, fantastic, fascinating, first, free, guaranteed, incredible, initial, improved, love, limited offer, powerful, phenomenal, revealing, revolutionary, special, successful, super, time-sensitive, unique, urgent, wonderful, you, breakthrough, introducing, new, and how-to.
And consider the connotations of the words you use: workshop sounds like hard work while seminar sounds easier. Read sounds hard while look over sounds easy. Write sounds difficult while jot down sounds easy. Be aware of the psychological implications of the words and phrases you use.

16. Get pumped up!

Show your excitement for your product. If you aren't pumped up about it, why not? Enthusiasm sells.

17. Rewrite and test ruthlessly.

Test. Test. Test. A change of one word can increase response 250%. Sackheim tested his famous ad at least six times before he found the headline and format that worked. Most copy isn't written in one day. You have to write, rewrite, edit, rewrite, test, and test again. Keep asking yourself, Would I buy this product? and Have I said everything to make the sale?

18. State a believable deadline.

Most people won't take any immediate action unless there exists a sound reason to do so. Deadlines help, as long as your deadline sounds credible.

19. Instantaneous satisfaction!

Everything should be nearly instantaneous because we want instant gratification. Toll-free numbers and fax numbers help. If you're marketing on the Web, include a link or a button that makes it easy for your readers to order.

20. Sincerity sells.

Don't offer fluff, mislead, or lie to your prospects. Tell them the truth.While rarely done, it actually helps sales to admit a weakness or a fault. Remember the ad, These neckties aren't very pretty, but they're a steal at a nickel each! Tell the truth in a fascinating way.

21. Copy your copy from the best.

Read excellent copy, write it out word-for-word in your own hand to get a feel for its rhythm.

Friday, May 12, 2006



• What are you trying to say?
• What is it you are trying to sell?
• What is your proposition?
• What will you put in the ad?
• Where will you put the ad?
• How do you extend the ads results to the point of sale?


• Command attention, but never offensively.
• Be imaginative, but never misleading.
• Tell the truth.
• Be altruistic by selling service.
• Keep it simple.
• Offer the privilege of buying.
• Never seek favor or profit for yourself.
• Never advertise negatively or put a competitor down.


• Instead of telling a customer how good your product or service is, tell them how good your product or service will make them.
• Graphics must support the main idea without cluttering.
• Be sure headlines and subheads are brief and to the point.
• You can overestimate the public's knowledge, but never their intelligence.
• If an ad is profitable, don't change it by trying to make it better.
• Sell the results of a product, rather than the product itself.


From a technical point of view, advertising is a means of communication with the purpose of delivering a worthwhile message to a specific audience of one. It is important to recognize, regardless of the medium, that your message is always targeted to one person. You must direct what you have to say to someone who has every reason to listen. If your message is clear to the individual, then anyone who has a legitimate reason to be interested will want to get involved to learn more. If you try to write the ad for everyone, you risk reaching no one. You may even try to write the ad as one would talk. The closer you can come to everyday language the better.
Good ads do not just circulate information they penetrate people's minds with desires and beliefs. You must pinpoint and approach benefits emotionally and rationalize them logically. It has been a long-standing rule that most advertising is rejected consciously and accepted subliminally

Tuesday, April 18, 2006

Advertising & PR as a carrer

In advertising, campaigns are created to convince consumers to purchase or use certain products. Campaigns are launched on television, billboards, radio, and internet. The advertisements are created to enhance the public’s perception and to get people excited about a product. Working in public relations generally entails the management of product perception, appearance of brochures, speeches, and crises for companies, non-profit organizations, and governments. Often advertising and public relations job responsibilities overlap similar tasks are required. Numerous organizations are claiming to be “strategic marketing communications consultants,” offering both advertising and public relations services.
People skills are essential in advertising and public relations careers. Jobs in these fields require close association with clients that are often demanding and difficult to work with.Stress levels soar in advertising and PR careers due to continuous deadlines. Late nights and weekends are often spent working to meet upcoming deadlines.To acquire an entry level job in advertising or PR, strong copy-writing skills are needed. Excellent communication skills and good presentation ability are essential to succeed in the industry. Workers must be persuasive and flexible.Creativity is the key to success in advertising. An advertiser who can create messages that the consumer remembers will be successful in the industry. Because there are more advertisers than advertising jobs, the industry is highly competitive. Workers need to complete an internship which generally provides no pay. Despite no income, internships are beneficial for experience and help get you into the advertising field.
Those interested in advertising and PR must be willing to start working in basic, entry-level positions and try to work their way up.Starting pay in advertising is usually low due to high numbers of people wanting to work in the industry. The more experience someone has in the industry, the better chances they have for salary increase.Experienced advertisers are getting opportunities to work on global campaigns. Companies are expanding worldwide increasing global career options in the industry.With the popularity of the internet continuing to grow, the advertising industry is gaining new opportunities selling, designing, and arranging advertising online.In the advertising industry, it is important to be effective working both individually and as part of a team. Opportunities arise in both areas.
Advertising and Public Relations Job and Employment Opportunities

Advertising Media Planners decide the distribution of television, newspaper, radio, and magazine advertisements for each campaign. They are responsible for making many choises affecting the delivery of the campaign message to the consumer. They are well informed about the different types of media and demographics they reach. After considering the advantages and disadvantages of the various media types, the media traffic personnel purchases space and time in the types of media that will most effectively deliver the campaign.

Copywriters, illustrators, and creative individuals create the actual writing and illustrating of advertisements. They are responsible for drawing storyboards, writing copy, designing headlines and body copy, and sometimes taking part in the actual formation of advertisements.
Production Managers are in charge of the actual physical advertisements. Working in cooperation with exterior advertising producers, production managers guarantee that each advertisement is finished successfully. They are employed in-house or often work for production houses that contract services.

Directors of Advertising and/or Public Relations are in charge of everything in advertising or public relations excluding sales. Directors manage the planning, production, creation, and budgeting of campaigns. The director of advertising and director of public relations are usually two different positions, but both maintain comparable job responsibilities. The size of the company or organization a director works for determines the scope of their duties.

Public Relations Specialists manage an organization’s public relations. Their job is parallel to an account executive in advertising. Specialists make sure programs are created to match public attitudes, ensuring an organization is publicly embraced. Specialists can either work for an agency or in-house.

An account executive manages the entire account. They determine and communicate the customer’s advertising needs to the rest of the agency. Account executives also organize the creation, planning, implementing, and producing of ad campaigns.

Jargon Buster : Advertising Media Planning

“Media planning” is the process of selecting time and space in various media for advertising in order to accomplish marketing objectives. Media planners often use three terms in describing a planning process: objectives, strategy and tactics.

A media objective states what the planner wishes to accomplish. It is usually specified in terms of the target audience, reach, and frequency. The target audience is often defined by demographics, product usage and psychographics.

Reach refers to the unduplicated proportion of an audience that is exposed to a media schedule (not necessarily to the advertising message) at least once during a designated time period (usually four weeks).

Frequency refers to the number of times within a given period of time an audience is exposed to a media schedule. A frequency of 3.0, for example, means that the target audience is exposed to a media schedule three times during a given period of time. Of course, not all audience members are exposed exactly three times; some may be exposed more than three times and some less.

A frequency distribution shows how many audience members are exposed at each level of frequency. With a frequency distribution, a media planner can determine effective frequency and effective reach.

Effective frequency is defined as the level of frequency that is necessary to achieve the desired communication goals.

Effective reach is the reach at the level of effective frequency. Gross rating points (GRPs) are the product of reach and frequency, representing the total gross delivery of a media schedule to the target audience.

A media strategy specifies the means for achieving the media objectives. A strategic decision is how to allocate the media budget geographically; that is, deciding in which markets to advertise and how much to spend in each of these markets.

In making these decisions, the media planner is guided by past sales and market shares of a brand in different markets as well as future expectations. Category and brand development indices are often used for these purposes.

A defensive media strategy allocates more money in a market where sales are high, whereas an offensive strategy allocates more money in a market where sales are low but there is potential to grow.

Media class strategy refers to the allocation of the budget to different media classes. Budget allocation in media classes focuses on matching media audiences with the target audience in addition to creative considerations. For instance, television may be the best media class if both audio and video are present in a commercial, while magazines may be more effective if detailed copy is required.

The third strategic decision involves advertising scheduling over a campaign period. “Continuity” refers to advertising on a regular and constant basis throughout the campaign period. “Flighting” means advertising intermittently, a period of advertising followed by a period of no advertising at all. “Pulsing” is a combination of both continuity and flighting, periodically building high levels of advertising on the top of lower yet continuous levels of advertising. The seasonality of sales often guides scheduling of advertising.

Media tactics consist primarily of the activities of selecting media vehicles in the most cost-effective manner to ensure the successful execution of media strategies. Among the criteria for selecting media vehicles are target audience delivery, cost efficiency, the editorial environment, advertising clutter, reproduction quality, and ad positions with the vehicle. Media planning software is often used along with media cost data and audience information to select and compare media vehicles. Contingency plans are often created to meet unexpected changes in the marketplace.

Media plans are implemented through media buyers. Media buyers are professionals who are knowledgeable in estimating media costs and skillful in negotiating rates.

Different media vehicles have different rate cards and discount policies. Some may offer added values such as combination rates, merchandising, and event marketing. Faced with such a complicated media environment, media buyers need creative ways of calculating and comparing media costs. Many media vehicles are flexible in terms of pricing and a savvy negotiator can purchase the same space or time at a much lower price than others even when all contract terms are equal. Media buyers also monitor the implementation of a media plan to assure its value is fully realized.

Saturday, April 15, 2006

IIMC Entrance Test Question Paper RTV-2005


PG Diploma Courses in Radio & TV Journalism

Full Marks 85 Time 2 hours

Answer all questions

1. Select any two from the following and answer each in 200 words (2*7.5)

· Role of broadcast in Tsunami disaster
· Sting operations by TV Channels
· Broadband services
· Contribution of FM & Community Radio in Broadcasting

2. Select any two from the following and answer each in 200 words (2*7.5)

· WTO’s Geneva Conference –2004
· SAARC Summit in Islamabad 2004
· Visit of Japanese PM to India
· Athens Olympics 2004

3. Select any two from the following and answer each in 200 words (2*7.5)

· Meningitis
· President rule in Bihar
· Dandi March 2005

4. Review two of the following in 200 words each: (2*10)

· A TV programme you have seen recently
· A Radio programme you have listen completely
· A feature film seen by you
· An advertisement on TV or Radio

5. Write in 20 words each on the following:(4*2.5)

· Narayan Karthikeyan

6. Why were following in news? Describe in 20 words each.(4*2.5)
· Tony Bair
· Purnendu Chatarjee
· Anil & Mukesh Ambani
· Paul Allen

IIMC Entrance Test Question Paper-EJ/HJ 2005


PG Diploma Courses in English /Hindi Journalism

Full Marks 85 Time 2 hours
Answer all questions

1. Write notes on any two within 200 words (2*7.5)

  • UN seat for India
  • Global efforts to combat terrorism
  • India in the emerging world order
  • Best news source foe you and why?
  • Impact of economic reforms in our country

2. Write about 100 words each on any three.(3*5)

  • Cartosat –1
  • Cyber-media
  • Meningitis
  • My favorite news paperCommonwealth games

3. Name the author of the following (5*1)

  • Chandalika
  • A passage to India
  • Godaan
  • Kamayani
  • Khak-I-Dil

4. Why were following in news? Describe in 50 words each.(5*3)

  • Tony Bair
  • Anil & Mukesh Ambani
  • Purnendu Chatarjee
  • Narayan Kaethikeyan
  • India American Gopal Khanna

5. Write about in 20 words each on the following:(5*2)

  • WTO
  • VAT
  • TRAI
  • NHRC
  • CAT

6. What do the following stands for (5*1)

  • ABU
  • AP
  • DNA

7. Write about in 20 words each on the following (10*1)

  • OPEC
  • NAM
  • The Commonwealth
  • IBRD
  • FAO
  • UNDP
  • NATO
  • Amnesty International

8.Attempt any two in 200 words each (2*5)

  • Write a review of a TV programme
  • Why do you want o training in journalism?
  • Which newspaper you like the most & why?
  • Article/book that you read as a school student left a lasting impression on you?

Thursday, April 13, 2006

ASCI takes action against 11 advertisers for misleading ads

Withdrawal and modification is the name of the game for the Advertising Standards Council of India (ASCI). In a circular issued recently, ASCI has taken action against 11 advertisers on grounds of being either misleading, unsubstantiated or objectionable. This is based on the complaints that were upheld by the Consumer Complaints Council (CCC) for the period October to December 2005.

Of the ads that were complained against, as many as seven have been withdrawn. These include Yum Restaurants (Freshizza), created by JWT and objected on the grounds of being misleading due to its claim ‘our dough is fresh and not made in the factory unlike others’. The second TVC withdrawn, again on the ground of being ‘misleading by gross exaggeration’, is that of ITC Ltd’s Sunfeast Milky Magic Biscuits, which was created by FCB Ulka.

Hidesign’s ad for its leather bag was under scrutiny on the ground that the ad was likely to cause widespread offence, particularly to women, and was hence withdrawn. The ad created by Triton for United Breweries’ Sand Piper Malt Beverage was withdrawn as the ‘Ad could suggest to consumers that it is an Ad for the liquor brand and that if it wasn’t for a liquor product, there wasn’t enough data to substantiate that’.

Similarly, Pripha Pharma’s ad has been discontinued as the ad’s claim that the Prince Pharma research team concluded that MIGRO – 2 is a proven successful remedy for migraine is not substantiated. Two other ads that haven’t been on air after coming under the scanner are Gillette India’s Duracell Batteries. The radio spot was created by O&M and the main point of contention was the usage of Amitabh Bachchan’s voice. Since Bachchan is the brand ambassador for Eveready, ASCI considered it a misleading ad by implication – that the product is being recommended by an identifiable celebrity and took unfair advantage of the goodwill acquired by another advertiser’s advertising campaign.

Yet another one hit on similar lines is ITC’s Mangaldeep 5-in-1 Agarbatti ads – again created by O&M. The complaint was that the ad was not just denigrating another product, but it was similar to that of the complainant’s TVC and hence, suggested plagiarism. However, CCI didn’t uphold the latter half of the complaint. The TVC nonetheless hasn’t been on air since.

Two ads that were complained about but didn’t see any action taken since one was a one-off ad and in the case of the second, the campaign had concluded, were that of Hotel NKM’s Grand. In this case, too, the advertiser took advantage of the goodwill acquired by another advertiser’s advertising campaign and that since the ad was too similar to another advertiser’s earlier run campaign, Hotel NKM’s Grand ad did become a case of plagiarism.

The second one here was the Air-India ad about special fares to the US, the UK and Europe. The ad was misleading since the charges advertised varied considerably from the actual charges. The advertiser has assured appropriate modification of the ad in future.

Among the ads that were modified are Vellore Institute of Technology’s ad on the first Indian University to get British accreditation and Johnson & Johnson’s Stayfree Secure Dry. Elegant Publicities has created the first ad. Responding to the charge of being misleading, the ad was changed and the advertiser provided additional information.

In regards to the second, which was a McCann Erickson creation, the TVC was modified on the charge of being an unsubstantiated ad.

Tuesday, April 11, 2006

Something For Aspirant of Journalism Courses :2

Concepts of News/Journalism


News is a report of any current event, idea or problem which interest large number of people BUT it acquires different meanings and concepts in different political, economic and socio-cultural environment.


A News report must answer following questions:


Principles to be observed while reporting an event or editing news report



How to decide newsworthiness of an event, idea or problem (Evaluating information or any information package)

Prominence (Size)
Policy Parameters
Specific Informational Value


(In order of descending importance)

Various Types of Journalistic Writings


Ø News item
Ø News Report
Ø News Analysis
Ø Interpretative Reporting
Ø Feature/Featured Reporting
Ø Interview
Ø Commentary
Ø Article
Ø Editorial
Ø Profile, Review, Review Article etc.

Functions of Media

Agenda Setting

Three streams of new media

News- “Page One” journalism
Entertainment – “Page Three” journalism
Education- “Page Seven journalism”

Emergence of infotainment

Commercialization of Media
News: Product
Media as a Profit making business venture
Reader/ Viewer/Listener as Consumer

Information +Entertainment

Combining Factors:


MARKET DRIVEN MEDIA: some key elements


Winning Audience Game

Entertainment becomes dominant replacing informational value of news which in turn might encourage ignorance at the Cost of UNDERSTANDING



For citizens and information consumers, it is important to develop the skill of detecting bias: Concepts of “misinformed consumer” and “informed citizen” (Consumer and citizen are one and the same but role differs)

Dominant Models in Today’s Journalism

The Watchdog
CNN Effect
News Management
Thought control
Manufacturing Consent
Mutual Exploitation

Two Major Streams in Journalism

Episodic Journalism
Thematic Journalism

Ø Reporting Event: What was happening
Ø Reporting the process that goes into happening of the event
Ø Explain why it was happening

Role of News Media

How things work
How things are supposed to work
How things normally work

The investigative process

Ø Tip –Tipsters
Ø Formation of story idea
Ø Formulation of the problem
Ø Preliminary research feasibility study
Ø Plan of action-Synopsis
Ø Minimum and maximum story

Base building: The Spiral of Research

Ø Written sources
Ø Experts- the sources of knowledge
Ø Sources of experiences
Ø Reportage- Field trips- Observations
Ø Key interviews

Assessment and analysis

· Conclusions
· Outline of story
· Writing and revising
· Hand in before deadline

Objectivity and Bias

Bias is a small word that identifies the collective influences of the entire context of a message

Ø Human communication always takes place in a context

Ø Through a medium, and among individuals and groups

Ø Who are situated historically, politically, economically, and socially

Journalist attempts to be objective by two methods:

Ø Fairness to those concerned with the news

Ø A professional process of information gathering that seeks fairness, completeness, and accuracy

Critical questions for detecting bias

The media applies a narrative structure to ambiguous events in order to create a coherent and causal sense of events

Ø What is the author's / speaker's socio-political position?

Ø Does the speaker have anything to gain personally from delivering the message?

Ø Who is paying for the message? What is the bias of the medium? Who stands to gain?

Ø What sources does the speaker use, and how credible are they? Does the speaker cite statistics? If so, how and who data gathered the data? Are the data being presented fully?
Ø How does the speaker present arguments? Is the message one-sided, or does it include alternative points of view?
Ø If the message includes alternative points of view, how are those views characterized? Does the speaker use positive words and images to describe his/her point of view and negative words and images to describe other points of view?

Kinds of Biases

Commercial bias
Visual bias
Bad news bias
Narrative bias
Status Quo bias
Fairness bias
Glory bias

Dominant Models in Today’s Journalism

The Watchdog
CNN Effect
News Management
Thought control
Manufacturing Consent
Mutual Exploitation

Something For Aspirant of Journalism Courses :1

Some Key Concepts

Journalism: Reporting on government, politics, policies, economics, and other news and issues.

Political Journalism: Reporting on the political process and other government and political entities.

Generate new ideas about scientific reasoning, democracy, and rule by consent of the governed and free criticism of government.

Journalism of Exposure: The process of uncovering information about practices those usually are illegal or unethical.

Objectivity: Looking at a story as though through a perfect lens uncolored by a reporter's thoughts about a subject; trying to view a story from a neutral perspective. Some critics believe pure objectivity is impossible and that fairness and balance are more important.

Narrative Tradition: Journalism as story. Many writers employ fictional techniques in writing nonfiction material.

Knowledge Gap and Media: Some studies show that those with information and access to technology are more likely to increase their knowledge more rapidly than those without access. Technological delivery of information, therefore, can increase the gap between those with information and those without.

Agenda-Setting Research: Media research that seeks to understand the relationship between readers' determination of important issues and politicians' and press's treatment of them. The research focuses not on how media cover an issue but on how they set an agenda through the choice of the issues they cover.

News Values: Newspaper editors and owners try to develop standards of value for determining which events and issues are newsworthy---that is, deserving of being given space in the paper.

Step-by-step guide :How to write a creative brief?


State why you are sending out the brief; it is important that consultants know what they are being asked to do.
The department is seeking proposals from creative agencies to develop a creative strategy which meets the objectives of the X campaign.
This document should be read in conjunction with the communication strategy to ensure agencies understand the context within which the creative strategy will occur.


WHY do you need to undertake this advertising?

Firstly, you need to outline the circumstances that have created the need or the opportunity to advertise the topic in question. For example, the initiative may result from a government decision, from research or statistics, in response to client requests or feedback, form part of a new policy proposal, or be part of a continuing campaign.

It would be useful to identify:

your overall communication strategy and how this campaign fits in;
the research upon which the communication strategy has been based;
competitive activity of which you are aware in the same subject area, whether it is from the private or public sector;
market sector changes of which you are aware that have occurred recently; and
any related campaigns from your department/agency which are recent or ongoing within the same subject area.

Note: You should attach, or make available, all relevant reports, briefs, and relevant communication strategies regarding the above.

Previous research

The most successful advertising briefs will always be informed by research specific to the subject and to the campaign. Communications research in particular, will inform any triggers and barriers to hearing the messages, and the required tone and style of delivery most likely to be accepted by the target audience/s. When communications research of this nature informs the brief, creative agencies will be more likely to produce high quality, appropriate creative from the beginning of the process.
Include any research results you have to support the need for, and/or approach to, the communication campaign. This could include:
market research undertaken to inform the development of the policy/program;
market research conducted to inform an earlier campaign on this issue;
market research conducted specifically for your campaign (primary research);
market research from another department on a related issue;
relevant statistics or demographic data; or
analysis of consultative processes.
Attach copies of cited research reports where possible.

Previous communication activities

If you have previously communicated on this subject, provide details of:
the target audiences;
when and how you communicated; and
the effectiveness of this communication campaign.

Aim and objectives

WHY do you want to advertise?
Firstly, identify the main aim of the advertising component of the campaign. This should be done succinctly and to the point. For example, is the advertising to inform, is it a call to action, is it to change or reinforce attitudes, or is it to change behaviour?

Then identify the specific objectives of the campaign. These objectives should reflect the desired advertising outcomes, should be measurable and achievable and should take account of other constraints which influence the strategy (such as the budget and existing infrastructure).
Remember to keep this section realistic and tightly focused.

For example, the aim is to increase awareness of the training and qualification opportunities within the Army amongst 16-24 year olds.

The objectives are to increase recruitment into the Army; increase awareness amongst the secondary audiences; and encourage audiences to search for more information (eg using the allocated phone number or Internet site).

Note: The advertising brief should not introduce objectives not outlined in the communication strategy. However, you might not necessarily wish to just replicate all the objectives found in the strategy. It may be that emphasis is placed on achieving some specific objectives in the advertising component.

Target audiences

WHO do you want to advertise to?
Use any previous research or your own knowledge of the subject matter to help segment your audience in order of priority, particularly if your budget will not allow you to approach everyone of interest.
In priority order you should identify the following groups:

Primary Target Audience – people and groups who will be directly affected by your message or need to be exposed to your message..

Secondary Target Audience – people of less importance who you wish to receive the campaign messages, people who will also benefit from hearing the campaign messages, or people who influence your target audience now or in the future, for example general practitioners.

Stakeholders – other people and groups who might be directly or indirectly involved in, or affected by or with a stake in your campaign.

It is useful if you can describe these groups in terms of their current behaviour, levels of awareness, and knowledge. Having described the current situation you may go on to identify how you want it to change as a result of your campaign.

Always be specific. You should avoid defining your target audience too broadly with statements such as ‘the general public’ as broad approaches are generally unsuccessful.

Note: The advertising brief should not introduce target audiences not identified in the communication strategy. However, you need to consider whether only specific target audiences can be effectively reached by the creative strategy.

Special audiences

Government departments are required to consider Australians who are information-disadvantaged through low income, poor education, and an inadequate knowledge of English, disability, geographical isolation or other reasons.
There are minimum advertising expenditure requirements for reaching people from non-English speaking backgrounds; a minimum of 7.5% of newspaper and radio budgets are to be allocated to advertising in NESB newspapers and radio respectively.

Call to action

WHAT do you want the target audience/s to do as an immediate result of the advertising?
Do any of the target audiences need to respond directly to your campaign? How do you expect them to do this? For example, you may have or intend to have an information telephone line, an Internet site or expect audiences to visit specific offices. (This may be your method of measurement for one or more of the above objectives). These elements then need to be incorporated into the communications.

Key messages

Effective key messages should include details of the program or policy being promoted, the benefits of the initiative for the target audience, and a clear “call to action” outlining what the target audience should do as a result of receiving your messages.
The key messages should encapsulate the purpose of your communication activity in as few words as possible. Key messages do not need to be catchy. They are not the “slogan” or “jingle” for your campaign, or the actual words to be used as your message. There is time later, during campaign development, to mould your message into a form which is appropriate for your audience/s.
For advertising purposes, you should keep key messages to a minimum for effective communication, ie you may have fewer key messages in your advertising brief than in your communication strategy.

Tone of message

HOW do you want this message to sound?
The style you require may be informal, warm and friendly, authoritative, humorous, conservative or aggressive. To be of real value, advice on such things as tone will be informed by specific communications research.
The tone of the message should be friendly and informative, while avoiding any rural stereotypes.

Media strategy

You will need to consult with the Australian Government’s master media planning and placement agency in order for them to develop a draft media strategy and plan. These will then need to be attached to the creative brief so that creative material is consistent with the strategy and the available budget.

Geographical areas

WHERE do you envisage this campaign taking place?
You need to identify whether:
this is a national or a local campaign;
there are any geographical constraints; or
certain areas need more weighting than others do.

What is a communication strategy?

A communication strategy provides an essential framework for developing a comprehensive and integrated campaign. It is a plan which outlines the rationale for, and desired outcomes of, your proposed public information campaign. The strategy defines specific objectives to provide a framework within which to formulate strategies and against which to evaluate outcomes.
In the development of the communication strategy, key decisions need to be made about:

  • the range of integrated information activities to be implemented
  • what research the strategy is to be based on
  • how external consultants will be used
  • the roles and responsibilities of all key stakeholders in the strategy
  • the available budget
  • the timeline
  • the evaluation plan.

The communication strategy should clearly articulate how all the various components of the campaign will be co-ordinated and managed to achieve its objectives most efficiently and effectively.

How to Write an Award-Winning, Sales-Kicking Creative Brief

A creative brief is like a road map. A good brief leads to imaginative and persuasive ads. And gets you there quickly.

A bad brief starts you off in the wrong direction. So you have to stop, figure out where the heck you're going, and start again. Or worse, you follow that brief to a town called Bad Adsville.
Most briefs are simply a list of questions. The people writing the brief answer the questions based information about the ad or the campaign to be constructed.

What you want is the flexibility to select questions appropriate to any type of ad or campaign. Direct response or brand building. Integrated campaigns that blend the two. Or questions for highly detailed new business pitches or new product launches. Even quick turn-around newspaper ads.

Therefore, it's wise to avoid writ-in-stone printed briefs precisely because they limit your flexibility. Better to place the brief -- the list of questions -- on your computer or the office network. Then, for each new project, select appropriate questions.

At we recommend you have access to three briefs: A Quick Brief for simple, fast turn-around projects. A Basic Brief for the bulk of ads or campaigns you produce. And an Advanced Brief for new product launches or new business pitches.

And if you're thinking, "We don't have time to write a brief." Remember that working from verbal input, without a written brief, is how non-professionals waste time and money.
Here's a typical Basic Brief.

Background / Overview:What's the big picture? What's going on in the market? Anything happening with the client side we should know about? Can you summarize the entire brief into one sentence, "Who are we talking to, and what do we want to say?"

What is the objective, the purpose of the ad?A concise statement of the effect the ad should have on consumers. Typically expressed as an action. And frequently focused either on what you want them to think, to feel, or to do.

What do we want to say?What's the single most important thing we can say to achieve the objective? This should be a simple sentence (or sentences) expressing a specific idea (or ideas). Avoid generalities because they result in ambiguous communications.

What are the supporting rational and emotional 'reasons to believe?'List the rational and emotional reasons to for the target market to believe what we want them to believe, and do what we want them to do. Include all the major copy points, in order of relative importance to the consumer. In other words, 'What else can we say to achieve the objective?'
Target audience: who are we talking to?The more precise and detailed the better. Go beyond age and sex to include demographics and psychographics.

Any other important details?Here's where you put all other details, such as information about the offer if it's a direct response ad. Perhaps a description of the brand personality. And any mandatory elements such as the client's logo, address, phone number and so forth.

What do we need and when do we need it?Write information about media, size and color. As well as deadlines for 1) initial creative review of rough sketch ideas, 2) review revised creative, 3) final internal creative presentation, 4) client presentation, 5) material delivered to publication.

Tuesday, March 21, 2006

Question paper of IIMC New Delhi entrance test of PGD in Ad. & PR 2005-06

Question Paper of IIMC New Delhi entrance test for PGD in Ad. & PR 2005-06

Full marks:85 Time 2 hours

1. Describe one advertisement, which you liked the most on these mediums as given below and also why you liked it?


2. What do you mean by the followings?

Deceptive aspect of advertising
Image first reality later syndrome in advertising
Sting operations

3. Write two sentences on each of the following words

· Tsunami
· Coalition politics
· Sensex
· Corporate warfare
· Empathy
· Gigantic
· Compassion
· Transparency
· Sympathy
· Passion

4. Write an advertising script for a multinational brand of clothing on:
· Radio
· Television
· Newspaper

5.Write in 200 words each on the following:

Review of latest book you have read
Your achievement in life that makes you feel proud.
The soap opera on TV, which has influence you the most & why.

Saturday, February 11, 2006

Hi,A Warm Welcome to You...........
If you want to know any information about IIMC,New your querry here.
Amit Jain

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