Characteristics & Techniques of Writing Feature Story

Feature Story: A feature story is any piece of writing that falls between the cut-and-dried news story on the one hand, and the w holly fictionalized story or opinionated essay 011 the other hand. It is the product ol tactual reporting and reporting to which are added story elements of imaginative writing and interpretation. The special feature article is similar to news story in that it gives the readers facts in an interesting form. But it goes beyond those facts by multiplying them with study, research, and interviews to instruct, guide and entertain the readers who know about the subject as well as those who do not know. Feature stories can be news stories. Features can be investigative. Features can be in-depth studies. Features can be for fun. The subject can be anything: places- a community, a farm, a business, topics-education, science, economy, religion, philosophy; events-parades, programmes, concerts; people-well known […]

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Techniques for Measuring the Effects of Advertising Campaign

Discuss the various strategies and techniques for measuring advertising campaign. Techniques for Measuring the Effects of Advertising Campaign: There are many advertising campaign effectiveness measurement techniques in use. These techniques are divided into classes and then evaluated or measured. Classes of Measurement Techniques Advertising campaign effectiveness measurement techniques can be classified as measuring cognitive response, effective response and conative response. A cognitive response measurement technique evaluates changes in subject’s knowledge; an effective response measurement technique measures dhanges in consumer’s attitudes towards a product; and a conative response measurement determines the action that consumers take towards a product. Approach to Examining Measurement In selecting each measurement technique, two related questions or approaches must be considered. Does the measurement technique meet the criteria for measurement techniques i.e., is the technique accurate and valid? The advertiser must select a measurement technique that measures the particular element to be evaluated. The analysis of measurement […]

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Various Techniques of Persuasion

Various Techniques of Persuasion

What are the various techniques of persuasion? Explain with   your own examples. Techniques of Persuasion We now turn to three important techniques commonly used in persuasion: appeals to humor, appeals to sex, and extensive repetition of an advertising message. Audiences and communicators need to understand their applications—and their potential misuse. Appeals to Humor: The use of humor is a popular technique in communication. Many public speakers ob­viously believe in the importance of beginning their talks with a humorous story. Studies have suggested that 15 to 20 percent of television commercials contain some element of humor (Kelly & Solomon, 1975; Duncan & Nelson, 1985). In the typical study of the effects of humor on attitude change or other variables in the hierarchy of effects, different groups are exposed to different versions of the same mes­sage—one with humor and one without. For instance, Brooker (1981) examined the effects of humor in two […]

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Various Propaganda Techniques

Propaganda Techniques

Discuss the various techniques of propaganda with your own examples. Propaganda is a set of the messages intended to influence the opinions of the masses, not giving the opponents any opportunity to rebut the idea. Instead of telling people the truth, propaganda often aims at manipulation of ideas to influence the behavior of a large number of people. So, it presents ideas selectively. Propaganda is related to advertising, where it is about promoting a product. It is also used to influence religious beliefs of society. During the 20th century, the term propaganda acquired a negative meaning in the western countries. It meant, a deliberate dissemination of frequently false, but ‘obligating’ justifications of certain political ideologies. The propagandist seeks to alter the way people understand an issue in favor of the interest group. The five types of propaganda techniques used in advertising are Bandwagon, Testimonial, Transfer, Repetition and Emotional words. Bandwagon: […]

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