EVOLUTION OF PRESS IN INDIA

 Printing presses were first brought to India in the 16th century by Christian missionaries for publishing evangelical (religious) literature. Their publications included the Bible and other literature to assist conversion and evangelization.

Dr. Nadig Krishna Murthy states in his work Indian Journalism that the first printed book in India was Doctrina Christa (Doctrine of Christ), a missionary publication in 1557 in Goa.

The second printing press in India was established in 1578 at Punikael, in Tirunelveli district in Tamil Nadu. This too was a Christian initiative.

The English East India Company also set up printing presses in different places for the efficient administration of the subcontinent.

The birth of the first newspaper in the country was towards the end of the 18th century.

 

James Augustus Hicky

James Augustus Hicky, a British citizen, published the first newspaper in India. The first issue appeared on January 29, 1780 in Calcutta, bearing the name Bengal Gazette or Calcutta General Advertiser. It was a weekly newspaper published in English and addressed exclusively to the large group of British residents in Calcutta. Its front page carried only classified advertisements. Hicky was the founder, editor, printer and promoter of this weekly. It was a two page newspaper and the size of the paper was 12 inches by 8 inches. Advertisements occupied more space than reading matter. But it is important to note that there was hardly any news that really concerned the Indians.

 Warren Hastings finally took action against Hicky for defamation in 1781. He was convicted and sentenced to a year’s imprisonment and to pay a fine of Rs. 2000. But Gazette continued to appear regularly while Hicky was in prison.

 Warren Hastings was repeatedly lampooned. A series of actions was taken against Hicky and his weekly. In March 1782, the types for printing the paper were confiscated and Bengal Gazette was suppressed. This marked the premature and unceremonious end of India’s first newspaper. The seizure of the press was a severe blow to the already hurt editor. He died in obscurity.

James Silk Buckingham

Sir James Silk Buckingham, one of the important personalities in Indian journalism, assumed the editorship of Calcutta Journal in 1818. The first issue of the paper appeared in Calcutta on October 2, 1818. It was an eight-page biweekly newspaper priced at rupee one. Its contents included political, commercial and literary news and views. Thus, Calcutta Journal was entirely different from Hicky’s Gazette which mostly contained gossip, scandals and scurrilous writing.

 He was fearless in condemning the local custom of sati and the government’s failure to put an end to it. He gave prominence to news and views from Bengali and Persian journals. He was also a friend of the Indian press and defended its right to exist and voice the opinions of the people. Rangaswami Parthasarathy in his book Journalism in India describes James Silk Buckingham as the father of Indian Journalism.

 British authorities became intolerant on account of his persistent criticism of their policies. John Adam, the acting Governor-General, deported Buckingham to England. Many describe Buckingham as the first real journalist in India. He was an inspiration behind the growth of Indian journalism.

 

Serampore Missionaries

Serampore missionaries were a group of Baptist missionaries from England who settled down at Serampore in Bengal. The credit for starting the first vernacular newspaper in the country goes to this missionary group. Their publications included: 

Dig Darshan was started in 1818 as a monthly magazine in Bengali. This journal carried reports of political activities, but it carefully avoided political controversies. Notices, articles relating to history and political news items were published in this paper. The name of Dig Darshan was changed to SamacharDarpan in 1819 and it was published until 1840. It became a bilingual weekly in 1829. It collected news from Bengal and nearby places. Information not available elsewhere could be found in it.

The Friend of India was a monthly magazine in English started on April 30, 1818. It stopped publication in 1827 due to financial constraints.

 The basic objectives of these papers were to aid conversion to Christianity and to support the views of the British administrators in India. But it should be kept in mind that news about India and Indians occupied the largest amount of space in these publications.

 

Rajaram mohan Roy

Rammohan Roy (1772-1833) is considered by most historians as the father of Indian journalism. He sponsored many journals, edited them, fought for social reforms and defended criticisms levelled against Vedanta philosophy by the Christian missionaries. The following newspapers were published by Rammohun Roy at various times.

 SambadKaumudi - It was a weekly in Bengali published in December 1821. The Calcutta Journal edited by James Silk Buckingham gave ample publicity in its columns to this new Indian project.

Mirat-ul-akhbar -This was the second journal brought out by Rammohan from 1821. It was a weekly in Persian (the official language of the Mughal Empire) and published on every Friday. This weekly devoted space to national and international events. Mirat-ul-akhbar was shut down in 1823 to protest against the Press Regulation Act of 1823.

Brahminical Magazine - This was a monthly published in English to counter the missionaries’ propaganda. Twelve issues of this magazine appeared. Later, a regular periodical in English and Bengali titled Brahmin Sevadhi was started by Roy.

Through the above journals Rammohan tried to counter the accusations of the missionaries on the one hand and to form public opinion in favor of social reforms on the other.

These publications marked the real beginning of journalism in India as they were addressed to Indians in their own languages.

 Click the link to watch the video on   Evolution of Press in India

MEDIA SCHEDULING

 Media Scheduling

 

Media scheduling decisions are the decisions about the timing, continuity, and size of the ads.

We must plan out when to advertise, for how long, and for what time period.

We have to also decide the size and placement of our ad.

 

Timing: Advertising message can be timed in four ways depending upon our objectives

 

I. To time the message in such a way that the customers are most interested in buying that type of a product, e.g. fridges or air conditioners in summer, soft drinks in summer, woolens in winter, gift items during Deepavali.

 

II. To time the message in such a way that it stimulates demand in the lean period, e.g. ice creams in winter, holiday resorts in monsoons.

 

III. To time in such a way that it by-pass competitive campaigns, e.g. Pepsi commercials are to be aired when there are no Coke commercials.

 

IV. To time in such a way that the message is carried by the media when the audience is receptive to it, e.g. household products in the afternoon slot of TV when housewives watch TV.

 

The importance of time element must be understood in the purchase behavior of the customer by doing suitable research.

 

Most Organizations Use One of These Three Scheduling Strategies

 

Three Scheduling Methods

 

1. Continuity: Placing media throughout the year with equal weight in each month. When an ad is run in the media for a long period without any gap, we are using continuity scheduling. It is used for those products, which are in demand round the years. The ads are in the form of reminder.

 

2. Alternative to continuity is fighting:

Where advertising runs for some period and then there is a gap, and again it runs for some period. Thus, it is a scheduling strategy in which planned messages run in intermittent periods. The interval between two advertising runs comes after a flight.

The message can be scheduled to correspond to peak purchasing periods or at a time when the audience is most receptive. When we have a media mix alternative flights are adjusted in such a way in different media that overall continuity is achieved.

 

3. Pulsing is another option.

A combination of flighting and continuous scheduling that provides a "floor" of media support throughout the year with periodic increases. It represents a consistent low-level advertising activity, and addition of pulse to make a high-level of advertising during certain periods.

A pulse is a period of intense advertising activity.

The pulses can occur at the start while launching a new product.

There can a promotional pulse of one shot, e.g. financial advertising of a company’s issue. Bursting is a technique for scheduling TV ads. Here the commercial is repeated on the same channel time and again to reinforce the message for a short period.

 

Characteristics of Scheduling methods:

 

METHOD	ADVANTAGE	DISADVANTAGE
Continuity	a.       Serves as a constant reminder b.      Covers the entire buying cycle c.       Allows media priorities	a.       Higher costs b.      Overexposure c.       Limited media allocation
Flighting	a.       Cost efficiency of advertising during purchase cycle b.      May allow inclusions of more mediums or vehicles	a.       Competitors may take advantage b.      Chance of wear out high
Pulsing	A combination of all of the above points	Not required for seasonal or cyclical products

 

 

 

 

 

 

 

 

 

PORTRAYAL OF WOMEN IN MEDIA

Media in its various forms, whether newspapers, magazines, print ads, audiovisual or electronic, television, films, radio, internet, social media, has a strong influence and impact on the minds of audiences and society.

Over the years, media has been used to mold as well as change the perceptions of society. Whether through propaganda posts or informational posts, media is able to convert people into followers or vice versa.

The portrayal of women in media definitely influences and shapes the ideas and perceptions of women in a society.

Media can create awareness and sensitize the masses / the people about various issues pertaining to women. An affirmative image portrayed in media creates a positive environment towards women. However, a traditional and stereotypical image can also damage or degrade the status of women.

 

Negative role of Media

Women as sex symbols – Media misuse women as sex symbols to sell products through advertising. The negative role of women in television programs, films, web series can run down the image of women thus she becomes an object to ogle at.

Negative impact of beauty pageants – Women models portray an ideal face or an ideal figure. Skin color and size zero have become the norm and women struggle to keep up to these expectations which are highly impractical.

Stereotypical Image – the ideal vulnerable bahu and the shrewd cunning vamp are the two extremities portrayed by media. People tend to categorize women into either one of these roles and this is harmful to social development

 

Positive Role of Media

Awareness and sensitization – media, especially newspapers, journals, news channels, blogs, social media, help people become aware of the current status of women. Media helps sensitize readers, listeners and viewers about the issues faced by women. Great sensitivity must be exercised when reporting on cases of violence against women.

Media also helps in creating awareness as well as providing information a policies and programs for women.

Highlight women’s’ achievements – women achievers, whether as entrepreneurs, or artists can be given their due praise. Women achievers are seen in all fields today – science and technology, education, economy, industry, entertainment, art, literature, music, social work and even politics.

This helps create a positive image of women in the minds of people in society as well as encourages girls and women to look up to these achievers as role models.

Moreover, the more positive portrayal of women, the greater the sensitivity and change we will see in our society.

 

Read about Advertising and role of women in India by clicking the link:

https://sstuffsimplified.blogspot.com/2015/09/advertising-women-india.html

 

 

RESEARCH QUESTIONS SET 5

 RESEARCH QUESTIONS SET 5

In which scale, a respondent is asked to indicate a degree of arguments or disagreements regarding an attribute or an objective for a series of statements provided by the researcher?

a.    Likert Scale

b.    Staple scale

c.    Attitude scale

d.    Rank ordering rating scale

Ans: a. Likert scale

 

Brand names and identity advertising are methods that advertisers use to encourage customers to

a.    Reach their demographic potential

b.    Perceive hidden messages

c.    Make distinctions among products that are actually very similar

d.    Satisfy subconscious motivations

Ans: c. Make distinctions among products that are actually very similar

 

Copy testing is a specialized field of advertising and marketing research. It determines an ads effectiveness among consumers. It is also known as

a.    Post testing

b.    Copy tasting

c.    Pre testing

d.    Primary testing

           Ans: c. Pre testing

 

Company building its pricing strategy around the experience curve would be most likely to

a.    Engage in break even pricing

b.    Engage in value added pricing

c.    Prices its products low

d.    Prices its products high

Ans: c. Prices its products low

 

Which of the following is not a price adjustment strategy?

a.    Seasonal pricing

b.    Segmented pricing

c.    Geographical pricing

d.    Free samples

Ans: d. Free samples

 

________ pricing is the approach of setting a low initial price in order to attract a large number of buyers quickly and win a large market share

a.    Market skimming

b.    Value based

c.    Market penetration

d.    Leader

Ans: c. Market penetration

A research test that presents subjects woth ambiguous picture(s) and asks the subject to explain what is happening in the picture(s) now and what might happen next

a.    Thematic Apperception Test

b.    Cartoon test

c.    Fantasy scenario

d.    Personification

Ans: a. Thematic Apperception Test

 

All of the following are benefits of advertising research except:

a.    Develops creative design and strategy

b.    Measures your reputation

c.    Identifies major problems

d.    Maximizes the risk

Ans: d. Maximizes the risk

 

A projective technique that uses ‘projective hypothesis’ by encouraging the respondent to provide the first set of words or associations that come to mind after their exposure to a stimulus

a.    Free Association Tests

b.    Direct Questioning

c.    Direct Mails

d.    Focus groups

Ans: a. Free Association Tests

 

The method of pre-testing in which commercials are grouped with non competitive control commercials and shown to prospective customers to measure their effectiveness

a.    Trailer tests

b.    Theatre tests

c.    Clutter test

d.    Live telecast test

Ans: c. Clutter test

 

When a respondent is given certain cues where in he/she can relate to a certain brand, and connect the product with the company

a.    Recognition test

b.    Triple association test

c.    Sales effect test

d.    Sales result test

Ans: b. Triple association test

 

The research investigation that probes peoples’ unconscious response to advertising in order to help identify winning ads.

a.    Brand marketing

b.    Neuro marketing

c.    Consumer marketing

d.    Direct marketing

Ans: b. Neuro marketing

 

The following are physiological rating scales except

a.    Pupil metric testing

b.    Galvanometric response

c.    Halo effect

d.    Voice pitch analysis

Ans. c. Halo effect

 

The following are techniques of copy testing except:

a.    Animatics

b.    Photomatics

c.    Ripomatics

d.    Drivematics

Ans: d. Drivematics

 

The Design of study in the research report should include all of the following except

a.    Description of Research design

b.    Sources of data

c.    Appendix

d.    Sampling Procedures

Ans: c. Appendix

FOR MORE PRACTICE QUESTIONS CLICK ON THE LINKS BELOW:

SET 1

https://www.blogger.com/blog/post/edit/preview/8282621946423313561/6494755795687094323

 

SET 2

https://sstuffsimplified.blogspot.com/2020/09/research-questions-set-2.html

 

SET 3

https://sstuffsimplified.blogspot.com/2020/09/research-questsions-set-3.html

 

SET 4

https://sstuffsimplified.blogspot.com/2020/09/research-questions-set-4.html

 

RESEARCH QUESTIONS SET 4

 RESEARCH QUESTIONS SET 4

 

________ refers to the information a customer has stored in their memory about a product / service

a.    Cognitive dissonance

b.    Product knowledge

c.    Marketing research

d.    Product research

Ans: b. product knowledge

 

In pricing research, Respondents are presented with a product concept and asked how likely they are to purchase this product at a specific price

a.    Gabor Granger Method

b.    Van Westendorp Price Sensitivity Meter

c.    Concept test

d.    Brand Price Trade Off (BPTO)

Ans: c. concept test

 

In pricing research, a method used to measure preferences for product features, to learn how changes to price affect demand for products / services and to forecast the likely acceptance of a product if brought to the market

a.    Gabor Granger Method

b.    Van Westendorp Price Sensitivity Meter

c.    Brand Price Trade Off (BPTO)

d.    Conjoint Analysis

Ans: d. Conjoint analysis

 

In pricing research, several brands are shown at once and the customer chooses the preferred option

a.    Gabor Granger Method

b.    Van Westendorp Price Sensitivity Meter

c.    Concept test

d.    Brand Price Trade Off (BPTO)

Ans: d. Brand Price Trade Off (BPTO)

 

Packaging and labeling are associated with:

a.    Price mix

b.    Place mix

c.    Product mix

d.    Promotion mix

Ans: c. Product mix

 

A productions position refers to

a.    Its shelf location in retail stores

b.    An image of the product in the consumers mind relative to competing products

c.    Its price relative to competitor’s product

d.    Its price relative to other products in the product line of the company

Ans: b. An image of the product in the consumers mind relative to competing products

 

________ is the amount of money one must pay to obtain the right to use the product

a.    Consumer cost

b.    Price

c.    Total cost

d.    Value

Ans: b. Price

 

The famous washing powder challenge had customers test two brands of detergent power without letting them know the brand name of either. Which type of test is this?

a.    Perceptual test

b.    Blind test

c.    Generic test

d.    Surrogate test

Ans: b. Blind test

 

Original products, product improvements, product modifications and new brands that a firm develops through its own research and development efforts are called

a.    New products

b.    Concept products

c.    Altered products

d.    Supplemental products

Ans: a. new products

 

Presenting new-product ideas to consumers in symbolic / physical ways to measure their reactions occurs during which of the following steps?

a.    Idea generation

b.    Screening

c.    Concept testing

d.    Marketing strategy

Ans: c. concept testing

 

The __________ identifies the product or the brand. It might also describe several things about the product

a.    Line extension

b.    Social marketing

c.    Specialty product

d.    Label

Ans: d. label

 

Rahul participating in a market research study was asked to describe the criteria someone who needs a walker might use to evaluate alternatives. The researcher was not asking Rahul what criteria he would use, but rather the criteria he thinks someone else would use. Name the technique the researcher used

a.    Tangible technique

b.    Intangible technique

c.    Projective technique

d.    Conjoint analysis

Ans: c. Projective technique

 

A technique that requires consumers to judge the similarity of alternative brands is

a.    Conjoint analysis

b.    Altitude survey

c.    Semantic differential scale

d.    Perceptual mapping

             Ans: d. Perceptual mapping

 

Which of the following is the most widely used technique for measuring consumers judgements of brand performance on specific attributes?

a.    Rank ordering scales

b.    Semantic differential scales

c.    Nominal scales

d.    Likert scale

Ans: b. Semantic Differential scales

 

After idea generation has occurred in the new product development process, the next stage is most likely to be

a.    Ideation

b.    Idea screening

c.    Concept development testing

d.    Test marketing

Ans: b. idea screening

FOR MORE PRACTICE QUESTIONS CLICK ON THE LINKS BELOW:

SET 1

https://www.blogger.com/blog/post/edit/preview/8282621946423313561/6494755795687094323

 

SET 2

https://sstuffsimplified.blogspot.com/2020/09/research-questions-set-2.html

 

SET 3

https://sstuffsimplified.blogspot.com/2020/09/research-questsions-set-3.html

 

SET 5

https://sstuffsimplified.blogspot.com/2020/09/research-qu