ICSE 2024 EXAMINATION

SPECIMEN QUESTION PAPER

MASS MEDIA & COMMUNICATION

Maximum Marks: 100

Time allowed: Two hours

Answers to this Paper must be written on the paper provided separately.

You will not be allowed to write during the first 15 minutes.

This time is to be spent in reading the question paper.

The time given at the head of this Paper is the time allowed for writing the answers.

Attempt all questions from Section A and any four questions from Section B.

The intended marks for questions or parts of questions are given in brackets[ ].

SECTION A
(Attempt all questions.)

Question 1 [20]
Choose the correct answers to the questions from the given options.
(Do not copy the question, write the correct answers only.)

(i) Assertion: Price is a primary factor in determining sales of a product.

Reason: Poor and rich communities live in different areas. This affects
demand for a product.
(a) Both Assertion and Reason are true, and Reason is the correct explanation
for Assertion.
(b) Both Assertion and Reason are true, but Reason is not the correct
explanation for Assertion.
(c) Assertion is true and Reason is false.
(d) Both Assertion and Reason are false.

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 (ii) Television is a very expensive medium. This is due to:

(a) Expensive production costs and complex devices

(b) Expensive imports and exports

(c) Rarity of resources

(d) Lack of users

(iii) __________________, or online marketing, refers to advertising and marketing

efforts that use the Web and email to drive direct sales via electronic commerce,
in addition to sales leads from websites or emails.

(a) Soft marketing

(b) Internet marketing

(c) Social marketing

(d) Broadcast marketing

(iv) _________________ advertising simply means advertisement without

mentioning or specifying the content as an advertisement.

(a) Unintentional

(b) Covert

(c) Obvious

(d) Neutral

(v) __________ is the practice of deliberately managing the spread of information

between an individual or an organization and the public.

(a) Advertising

(b) Sales promotion

(c) Public relations

(d) Scouting

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 (vi) __________ television is a system of delivering television programming to
consumers via radio frequency (RF) signals transmitted through coaxial cables,
or in more recent systems, light pulses through fibre-optic cables.

(a) Cable

(b) Satellite

(c) Digital

(d) Online

(vii) Advertising is a useful tool to spread knowledge about a __________.

(a) Consumer
(b) Dealer
(c) Promotion
(d) Product

(viii) Communication which is presented in a manner that is brief, to the point and
meaningful is said to be ___________.
(a) Concrete
(b) Concise
(c) Complete
(d) Competent

(ix) Assertion: Organisational Barriers include barriers to communication that might

be experienced in the workplace.

Reason: Workers may be afraid to report a mistake out of fear of being fired.

(a) Both Assertion and Reason are true, and Reason is the correct explanation
for Assertion.

(b) Both Assertion and Reason are true, but Reason is not the correct
explanation for Assertion.

(c) Assertion is true and Reason is false.

(d) Both Assertion and Reason are false.

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 (x)

The above image uses ___________ in design to help potential customers

indirectly remember the name and concept of a company.

(a) Repetition

(b) Contrast

(c) Balance

(d) Complexity

(xi) Which of the following is NOT a principle of communication?

(a) Transactional

(b) Interactive

(c) Punctuated

(d) Physical

(xii) Which of the following is not a component of page making?

(a) Colour

(b) Thickness

(c) Typography

(d) Page weight

(xiii) Which of the following is not at example of an image format?

(a) JPEG

(b) TIFF

(c) MP3

(d) PNG

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 (xiv) __________ is an important role played by photography in newspapers.

(a) Informing

(b) Secluding

(c) Deducing

(d) Compensating

(xv)

The above process is known as __________.

(a) Snipping

(b) Cropping

(c) Cutting

(d) Deleting

(xvi) 1920 × 1080 pixels in interlaced video mode, with an aspect ratio of 16 : 9 is
possible with __________ format.
(a) HDTV
(b) WMV
(c) MP3
(d) MP4

(xvii) The primary source of revenue for newspapers is __________.

(a) Subscriptions

(b) Donations

(c) Advertising

(d) Sales

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 (xviii) The order of entries in a newspaper is based on __________.

(a) Eye movement

(b) Concentration

(c) Logic

(d) Spoken language

(xix) ‘IMC’ stands for __________.

(a) Integrated management centre

(b) Integrated marketing communication

(c) Intense marketing communication

(d) Inter-market communication

(xx) Which of the following is NOT part of Advertising?

(a) Comparing products with competitors’ products

(b) Billboards, posters and pamphlets

(c) Samples

(d) Guest speakers

Question 2

(i) State whether the following are true or false: [5]

(a) The digital era of television first introduced colour to home screens.

(b) Hard news focuses on important news such as politics.

(c) Contrast creates a distinction between light and dark areas in an image.

(d) Semantic barriers to communication may occur due to misunderstanding.

(e) SD television is the highest definition of television.

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 (ii) Match the following: [5]
(a) Rotating disk 1. Photographs
(b) Captions 2. Overcoming barriers to communication
(c) Coherence 3. Promotion mix
(d) LED 4. Nipkow
(e) Place 5. Light emitting diode

Question 3
Read the passage given below and answer the questions that follow:
After a long, hot day at school, a subject teacher found her eight-year-old students to be
fatigued and irritable. They were not paying attention to her teaching and seemed as though
they had no energy left. She asked them all to stand up and stretch. They then spoke about
various sports for a few minutes before returning to their scheduled class. As a result, the
students were able to complete the day’s work. No homework was assigned.
(i) Which barrier in communication does the above passage focus on? [2]
What negative impact did it have on the students?
(ii) Briefly explain how the teacher’s actions overcame this barrier to [2]
communication.
(iii) Provide any three examples of barriers in communication that a student may [3]
experience in school.
(iv) Mention any three ways, other than the above, which a modern school can [3]
overcome barriers in communication between teachers and students.

SECTION B
(Answer any four questions from this Section.)

Question 4

(i) Briefly explain the Black and White era of television. [5]

(ii) State and explain any five characteristics of a television. [5]

(iii) Differentiate between any two early types of colour television programs. [5]

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 Question 5

(i) What are the five elements to be kept in mind while making a page for a [5]
magazine?

(ii) Explain any five principles of design for print media. [5]

(iii) Explain any five components of a page of a newspaper. [5]

Question 6

(i) Differentiate between ‘balancing a page’ and ‘drawing attention’ in photography. [5]

(ii) Elaborate how colour correction is used to make an image look more attractive. [5]

(iii) Explain the importance of photography in magazines. [5]

Question 7

(i) Briefly explain any five of the 7Cs of effective communication. [5]

(ii) Explain any five principles of communication. [5]

(iii) How would you overcome problems faced when trying to communicate with [5]
people from a distant country?

Question 8

(i) Explain the role of Public Relations. [5]

(ii) What are “Brand Image” and “Goodwill”? [5]

(iii) Explain how a Public Relation Officer manages a company’s crisis. [5]

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 Question 9

A local businessman was suffering losses for several months as his products
were not getting sold. His younger sister introduced him to online advertising
and internet marketing, which are more popular with the newer generation.
Within a few months, his sales increased, and he no longer had to worry about
storing excess goods. He also managed to find new business partners and
better ways to distribute his goods.

(i) ‘Promotion’ of a product depends on factors such as culture, place and target [5]
audience. Elaborate.

(ii) Using internet marketing, provide a simple strategy to increase the knowledge [5]
and sales of a ball point pen.

(iii) Briefly explain any two customer-oriented sales promotion tools which would be [5]
helpful for the businessman in the above scenario.

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