BEGG-171 Solved Assignment

Question 1: What are the main kinds of communication? Explain with suitable examples.

Meaning (in simple words)

Communication is the process of creating and sharing meaning. In everyday life, it is how people exchange information, ideas, and feelings using words, actions, and different media. In the course, the major kinds of communication are commonly grouped by who is involved and how the message moves.

1) Intrapersonal communication (communication within the self)

This is the “inner conversation” a person has with themselves—thinking, planning, judging, remembering, or rehearsing what to say. The sender and receiver are the same person, and feedback happens instantly inside the mind.

• Example: Before an interview, a student silently rehearses answers and corrects their own wording.
• Why it matters: It helps in clarifying thoughts, setting goals, and preparing for real conversations.

2) Interpersonal communication (between two people)

This happens when two individuals exchange messages. It usually involves immediate feedback and multiple “channels” (voice, facial expressions, gestures, and words). Interpersonal communication can be direct (face-to-face or phone) or indirect (letters, email, messaging), depending on the medium.

• Example: A student discusses assignment doubts with a tutor and gets quick clarification.
• Why it matters: It builds relationships and helps in exchanging ideas effectively with quick correction through feedback.

3) Group communication (within small work or social groups)

Group communication takes place among three or more people. The quality of interaction often changes with group size: as the group becomes larger, personal intimacy and the ease of equal participation usually reduce. Effective group communication typically depends on commitment, open discussion and listening, and clear organization (such as ground rules and decision-making methods).

• Example: A project team divides tasks, sets deadlines, and reviews each member’s work in regular meetings.
• Why it matters: It helps groups coordinate, solve problems, and build shared understanding.

4) Mass communication (to a large audience through mass media)

Mass communication involves sending messages to large sections of the population using mass media such as newspapers, magazines, radio, television, film, and digital platforms. Because the audience is large and diverse, messages are designed for broad understanding and wide reach.

• Example: A public health campaign on TV and social media encouraging vaccination or road safety.
• Why it matters: It spreads information quickly at scale and can shape public awareness and social attitudes.

Conclusion

Intrapersonal communication builds clarity inside a person; interpersonal communication connects individuals; group communication supports teamwork and decision-making; and mass communication reaches society at large through media. Understanding these kinds helps a learner choose the right style and channel for each situation.

Question 2: Why is direct mail advertising considered effective? Discuss its key merits.

What direct mail advertising means

Direct mail advertising refers to printed promotional material sent straight to selected individuals (potential buyers). It includes items such as cards, letters, leaflets, folders, and brochures. The focus is on reaching the recipient personally, instead of addressing a general crowd.

Major merits of direct mail advertising

• Targeted reach (right audience selection): Direct mail is typically sent to carefully chosen groups—people likely to have interest due to profession, location, or need. This reduces waste compared to mass advertising.
• Personalised impact: When addressed by name and written in a polite, persuasive tone, it feels closer to a personal message. This increases the chance of being read and taken seriously.
• Better timing and attention: Since the material is received on a specific day at home, school, or office, the advertiser can plan the timing (for example, before admissions, festival sales, or an event).
• Direct selling possibility: Direct mail can push the reader towards action—enquiry, registration, a store visit, or an order—because it can include clear instructions (phone number, address, offer dates).
• Flexible formats for different needs:
  • Leaflets: Simple single-sheet messages, often local in nature and quick to browse.
  • Letters: More detailed and polite, often designed for specialised audiences.
  • Folders: Folded circulars that provide methodical details and can be handed out or mailed.
  • Brochures: High-quality booklets/pamphlets giving structured information (commonly used by colleges, tourism bodies, public agencies), designed to be studied carefully, sometimes more than once.
• Works well for information-heavy offerings: When the product/service needs explanation (courses, housing schemes, tours, insurance), a brochure or folder can present organised information better than a small newspaper ad.

Practical examples (student-friendly)

• A university sends a brochure explaining programmes, fee structure, eligibility, and deadlines—useful because students need details before applying.
• A local coaching centre distributes leaflets within a 1–2 km area to reach nearby learners and parents.
• A store mails a folder announcing a limited-time scheme so recipients read it at home and plan a visit.

Conclusion

Direct mail advertising is effective because it is targeted, can be personalised, arrives with planned timing, and can carry organised details through appropriate formats like letters, folders, and brochures. This combination improves the chance of attention and response.

Question 3: What steps are usually completed before writing (scripting) news for radio/TV broadcast?

Why broadcast scripting needs a process

Broadcast news is written for listening, not for silent reading. It must be accurate, clear, and time-bound because listeners cannot easily “go back” and re-hear the bulletin like they can re-read a newspaper. Therefore, news scripting is usually preceded by a structured preparation workflow.

Step 1: Collect information and verify facts (Correctness)

Before writing, the news team gathers inputs from reporters, agencies, official briefings, and reliable sources. Verification is essential because a broadcaster’s first commitment is accuracy. Unconfirmed facts should be downplayed, clearly attributed, or held back until verified.

Step 2: Select stories using broadcast priorities

Broadcast selection commonly gives extra weight to:

• Timeliness: very recent updates matter because broadcast cycles are short.
• Ease of understanding: stories that can be explained quickly and clearly are preferred, since airtime is limited.
• Audio/visual impact: stories that can be strengthened with sound bites, interviews, or现场 audio often work better for broadcast.

Step 3: Decide the bulletin format and time allocation

Before scripting, the editor decides the total length of the bulletin and the approximate duration of each item, so the script fits the programme exactly.

$$ \text{Approx. words} = 3 \times \text{seconds} $$

Using a practical speaking rate of about three words per second, a 30-second item is roughly 90 words. This helps writers plan tight and disciplined copy.

Step 4: Plan the story structure suitable for broadcast

Print news often uses an inverted pyramid, but broadcast stories commonly use a “dramatic unity” flow that works better for listening. A practical way is:

• Start with the key event (climax): what happened (attention must be gained quickly).
• Then explain the cause: why it happened and key circumstances.
• End with effect/context: what it means next, reactions, or likely outcomes.

Step 5: Prepare the language style for the ear (Clarity and Conciseness)

Before final scripting, the writer ensures the style is conversational, direct, and simple. Common pre-writing checks include:

• Use word economy: avoid long, decorative phrasing.
• Prefer active voice: it is easier to follow when heard once.
• Use short sentences and familiar words: to reduce listener strain.
• Avoid abbreviations and heavy punctuation: they can confuse the newsreader and listeners.
• Be careful with pronouns: repeat proper nouns when needed for clarity (so “he/she/they” does not confuse the audience).
• Handle numbers sensibly: round off where appropriate (for example, “about 200” instead of an exact odd figure), so listeners grasp it instantly.

Step 6: Arrange supporting elements (Colour and credibility)

Broadcast scripting often becomes stronger when it includes interviews, short sound clips, or clear attribution of sources. The team also ensures cues are clear for the presenter (what begins the item, what ends it, and the exact duration).

Conclusion

Before scripting broadcast news, professionals typically verify facts, select items suited to broadcast, allocate time, plan a listener-friendly structure, tighten language for clarity and brevity, and prepare audio/attribution cues. This preparation ensures the bulletin is accurate, understandable, and fits airtime constraints.

Question 4: Explain the major uses of computer networks for organisations and individuals.

Basic idea

Computer networking connects computers so that information and resources can be shared quickly and efficiently. Networks may be organised by geographic range:

• LAN: range < 10 km (often within a building or campus)
• MAN: range about 10–100 km (a city-scale network)
• WAN: range ≥ 100 km (country/continent scale, often using satellite or long-distance links)

A) Uses of networks for organisations

• Resource sharing (“ending the tyranny of geography”): Data can be accessed by staff across locations—payslips, inventory status, orders received/delivered, internal records—without being physically present at headquarters.
• Reliability and unified information systems: Sectors like banking and air traffic control require consistent, dependable information across many units. Networks help ensure everyone works with the same updated data (for example, currency exchange rates for bankers).
• Faster collaboration and communication: Teams can work on the same document even when separated. When one person updates a report, others can see changes quickly, improving coordination.
• Library and knowledge networking (practical example): If a book is not available locally, libraries can check networked catalogues and arrange inter-library loans.

B) Uses of networks for individuals

• Access to remote information and services: online banking, electronic bill payments, online shopping for books/tickets, and reading online newspapers. These services save time and reduce physical travel.
• Person-to-person communication: email enables fast messaging, and modern messages may include audio/video along with text, supporting richer interaction.
• Interactive entertainment: people can select and stream content (such as movies) from central servers, which manage storage, playback, and billing.

$$ \text{Zipf-style idea: if ranks are }1\text{ and }7,\ \text{then } \frac{\text{Popularity of rank 1}}{\text{Popularity of rank 7}} \approx 7 $$

Conclusion

For organisations, networks mainly support resource sharing, reliable information systems, and coordinated work. For individuals, networks provide remote services, personal communication, and interactive digital experiences. Together, these uses explain why networking is central to modern communication and daily life.

Question 5: What are the emerging trends in print media? Discuss with points and examples.

Context

Print media continues to be important because it can provide detailed coverage and can be read and preserved at the reader’s convenience. At the same time, print media has changed significantly due to social, economic, and technology-driven factors.

1) Commercialisation (shift in how newspapers operate)

A major trend is the increased commercial orientation of newspapers and magazines. As costs of production and distribution rise and competition grows, publications tend to function more like publishing businesses. This is often visible in:

• more focus on revenue, especially through advertising and marketing strategies;
• greater competition for circulation and readership;
• professionalised operations to stay financially viable while maintaining credibility.

2) Adoption of new printing and production technologies

Print organisations have modernised workflows. In many newsrooms, reporters type directly into computers connected to editing and typesetting systems. Copy is stored digitally, retrieved for editing, and then laid out electronically before printing. This speeds up editing, improves page design, and supports higher-quality printing.

3) Stronger visual appeal and packaging

Another trend is the emphasis on attractive layouts—creative typography, better page design, and improved printing quality. Many newspapers include colourful supplements on fixed days (often weekends) and use design to compete with electronic media for attention.

4) Variety in formats and local market strategies

Readers now see:

• supplements: lifestyle, education, careers, city pages, etc.;
• tabloids/eveningers: compact, photo-heavy papers designed for quick reading;
• more specialised sections: business, sports, reviews, features, and columns.

5) Need for a “content revolution” (quality > only appearance)

Good looks alone are not enough. Print media must keep strengthening professionalism and reader-oriented journalism—reliable reporting, depth, and relevance—so that readers stay loyal even when digital platforms offer instant updates.

Conclusion

The major trends in print media include commercialisation, modern printing/production technologies, improved design and packaging (supplements and tabloids), and a continued need to improve content quality so print remains meaningful in a competitive media environment.

Question 6: Why is ethics important in advertising? Explain with suitable examples.

Meaning of ethics in advertising

Ethics refers to good conduct—behaviour that society considers right for a given time and place. In advertising, ethics matters because advertisements influence people’s choices, spending, and beliefs. If ads are misleading, a brand’s credibility reduces and consumers may be harmed.

Core ethical responsibilities in advertising

• Truthfulness and honesty: Ads should not abuse consumer trust or exploit lack of knowledge. Claims should be presented fairly and should not create ambiguity through exaggerated visuals, sounds, or statements.
• Social responsibility: Ads should not promote discrimination (based on race, religion, sex, age, disability, etc.) and should not undermine human dignity. They should avoid promoting fear, violence, or abusing people’s suffering.
• Upholding human dignity: Avoid portrayal that objectifies or exploits people (for example, using women in unrelated product ads in a degrading way).

Examples that show why ethics is necessary

• Health and medicine advertising: If a medicine’s benefits are promoted, significant risks or side effects should also be disclosed. A “miracle” claim without warnings is unethical because it can mislead vulnerable consumers.
• Children in advertisements: Using children to pressure parents can be manipulative. Also, ads should not show children in unrealistic or unsafe situations (for example, very young children doing activities unattended when it is not socially realistic).
• Misleading “too good to be true” promises: Ads implying instant success (for example, “one small action will instantly transform your life”) can exploit consumer hopes and should be treated as unethical if presented as guaranteed reality.
• Surrogate advertising: Promoting alcohol brands indirectly through another product category under the same brand name is unethical because it attempts to bypass public safeguards.
• Digital-era concerns: Unwanted emails and misuse of consumer data for marketing lists are ethical issues that require control and transparency.

Self-regulation and oversight (how ethics is supported)

Ethical practice is strengthened when advertisers adopt self-regulatory codes and respond to consumer complaints. In India, industry-level self-regulation is also supported through bodies like the Advertising Standards Council of India (ASCI), which promotes honest representation, decency, non-offensiveness, and discourages harmful or plagiarised advertising.

Conclusion

Ethics is essential in advertising because ads shape consumer decisions and social values. Truthfulness, social responsibility, and respect for human dignity protect consumers and strengthen long-term trust in brands and media.

Question 7: What are the different styles/types of editorial writing? Explain with examples.

What an editorial is

An editorial is an opinion-based article that expresses the official stance of a newspaper on a news event or issue. Editorials aim to persuade readers, evaluate events, and influence public opinion.

A) Editorial styles based on placement and authorship

• Staff editorials vs. front-page editorials:
  • Staff editorials: usually appear on the editorial/opinion page and reflect the newspaper’s collective viewpoint.
  • Front-page editorials: appear on the first page only for highly important issues or emergencies and carry special weight.
• Signed vs. unsigned editorials:
  • Unsigned: the author’s name is not given, emphasising it as the publication’s stance.
  • Signed: author’s name is shown to highlight the importance and authority of the viewpoint.

B) Editorial styles based on content and tone

• Critical editorial: points out flaws, evaluates sharply, and questions policies/actions.
  • Example: Critiquing poor urban waste management and holding authorities accountable with evidence.
• Persuasive editorial: tries to convince readers on a sensitive issue using logic and relevant examples, often presenting both sides and explaining why one position is stronger.
  • Example: Supporting stricter road safety rules by comparing outcomes and addressing objections.
• Interpretative editorial: breaks down a complex issue for readers and answers questions like why/how/what/when/where, often discussing positives and negatives.
  • Example: Explaining how a new education policy may affect admissions, fees, and learning outcomes.
• Advocacy editorial: promotes a cause and encourages change by explaining significance and suggesting actions/solutions.
  • Example: Advocating for water conservation with practical steps for households and institutions.
• Third (entertainment/humour) editorial: a lighter editorial (often weekly) that uses humour while still commenting on society.
  • Example: A humorous take on everyday civic problems to nudge awareness without harsh criticism.

C) Practical style guidelines (how editorials are written)

• Structure: introduction, body, conclusion (often ending with a solution or call to action).
• Balanced persuasion: show the opposing argument, then explain weaknesses using facts and reasoning.
• Tone control: avoid exaggeration and personal attacks; challenge policies and actions rather than personalities.
• Language: use clear, forceful sentences, strong verbs, and smooth transitions for continuity.

Conclusion

Editorial writing can be classified by placement/authorship (staff/front-page, signed/unsigned) and by content style (critical, persuasive, interpretative, advocacy, and entertainment). Each style serves a different purpose, but all aim to shape informed public opinion.

Question 8: What key aspects should be considered while creating content for the Web?

Why web writing is different

Writing for the Web is still “good writing,” but the medium changes how people read. Web users often scan quickly rather than reading word-by-word. Also, the Web has key characteristics—convergence (multiple media together), non-linearity (users move in many directions), and hypertextuality (linked text)—which strongly influence content design.

1) Understand essential web elements (basic building blocks)

• Web browser: the tool that displays internet content in readable form.
• Web page: a single unit of content with a specific address (URL).
• Website: a collection of related pages.
• Home page (landing page): the main introductory page, similar to a mix of a magazine cover and contents page.
• Portal: a gateway page that links to multiple sources under a theme.
• Hypertext and hyperlinks: tools that connect readers to related content, allowing movement across pages/documents.

2) Build a site map before writing (planning the structure)

A site map is like the chapter outline of a book. It lists what content will be included and shows “levels” of access (primary links from the home page, secondary links from inside pages, and so on). Strong web content depends heavily on this planning stage because structure guides writing.

• Planning questions: What do users want first? What does the organisation want users to notice immediately? Which topics belong together? How much detail is needed at each level?

3) Write in screen-sized chunks (modular content)

Web content works best when broken into small, related segments. Ideally, a section should fit roughly one screen (often around 250–300 words). Each page should contain enough context to make sense even if a reader arrives directly from a search result.

4) Use hyperlinks and pop-up style notes wisely (layered detail)

Instead of crowding one page with heavy explanation, web writing often provides basic information first and then offers more detail through links. This supports different readers—general readers can move quickly, while interested readers can explore deeper levels.

5) Make content scannable (writing for browsers)

• Use clear keywords: think like a user—what words would they search?
• Use good sub-headings: headings guide the eye and improve comprehension.
• Prefer bulleted lists: they help readers capture key points quickly.
• Highlight what matters: short introductions and “read more” pathways match common web reading habits.

6) Match organisation and readability to user behaviour

Home pages typically give short introductions to major stories or sections and provide links for deeper reading. This design reflects browsing behaviour and reduces overload on first contact.

Conclusion

Creating web content requires planning (site map and levels), modular writing (screen-sized chunks), intelligent linking (hyperlinks/pop-up style detail), and user-focused presentation (keywords, sub-headings, bullet lists). These aspects help web users navigate quickly while still offering depth for serious readers.