ICSE Mass Media Comm

PREFACE
With a growing emphasis on competency-based education globally, the educational landscape in India
has also steered towards high-quality learning experiences that allow learners to incorporate critical
thinking and problem-solving approaches. This approach goes beyond rote memorisation and focuses
on developing the skills and knowledge that students need to apply in their real-world scenarios.
The Council for the Indian School Certificate Examinations (CISCE), as a national-level progressive
examination board, has taken several steps to infuse competency-based education in CISCE schools
through teacher capacity-building on item development for competency-based assessments and the
incorporation of competency-focused questions at the ICSE and ISC levels from the examination year
2024.
To further facilitate the adoption of competency-based assessment practices in schools and to support
teachers and students towards the preparation for attempting higher-order thinking questions in future
board examinations, Item Banks of Competency-Focused Practice Questions for selected subjects at
the ICSE and ISC levels have been developed. This Item Bank consists of a rich variety of questions,
both objective and subjective in categories, aimed at enhancing the subject-specific critical and
analytical thinking skills of the students.
In this Item Bank, each question is accompanied by the topic and cognitive learning domain/s that it
intends to capture. The cognitive domains reflected in these questions include understanding, analysis,
application, evaluation and creativity, along with some questions of the higher-order recall domain. The
Answer Key at the end presents the possible answers to a given question, but it is neither limiting nor
exhaustive.
These practice questions are also meant to serve as teacher resources for classroom assignments and as
samplers to develop their own repository of competency-focused questions. Apart from offering a good
practice of higher-order thinking skills, engaging with these questions would allow students to gauge
their own subject competencies and use these assessments for learning to develop individual learning
pathways.
During the development of this Item Bank, a large pool of questions was prepared by a team of
experienced CISCE teachers. The questions that were finalised by the internal and external reviewers
as being higher-order competency-focused questions have been collated in this item bank.
I acknowledge and appreciate all the ICSE and the ISC subject matter experts who have contributed to
the development and review of these high-quality competency-focused questions for CISCE students.
We are hopeful that teachers and students will utilise these questions to support their teaching-learning
processes.
October 2024 Dr. Joseph Emmanuel

Chief Executive & Secretary
CISCE
Mass Media & Communications ICSE – Class X
Table of Contents
S.No Type of Questions Page No.
I. Multiple-Choice Questions (MCQs) 2-12
II. Very Short Answer Questions 13
III. Short Answer Questions 14
III. Long Answer Questions 14-15
Answer Key 16-21
ICSE Competency-Focused Practice Questions 1

COMPETENCY-FOCUSED PRACTICE QUESTIONS
ICSE - CLASS X
Mass Media and Communications
I: Multiple Choice Questions (1 mark)
S.No Questions
1. [Print Media and Design]
Which of these is NOT a section of a newspaper?
(a) Business
(b) Headline
(c) Op/Ed
(d) Front page [Recall]

The section of the newspaper that contains news about a particular state/city:
(a) Op/Ed
(b) Front page
(c) By-lines
(d) Local media cover [Recall]

The section of the newspaper where all the newsworthy stories are located:
(a) Sports section
(b) Local section
(c) Front page
(d) Op/Ed [Recall]

In which section of the newspaper does the news feature companies regarding hiring,
expanding, or experiencing growth, as well as stories related to those companies
located?
(a) Front page
(b) Business
(c) Op/ED
(d) Entertainment [Recall]

S.No Questions
What does the term ‘Op/Ed’ mean in a newspaper?
(a) Opposite the editorial page
(b) Opening and ending
(c) Opinions and editorials
(d) Opinions of the editor [Understanding]
6. [Television]
What was ‘cable television’ formerly known as?
(a) Cable system television
(b) Community antenna television
(c) Community vision system
(d) Cable antenna vision system [Recall]
7. [Television]
Who introduced the long-playing (LP) phonograph record at CBS laboratories in 1948,
which revolutionised the recording industry?
(a) John Logie Baird
(b) Lenox Lohr
(c) Peter Carl Goldmark
(d) Columbia Broadcasting System. [Recall]
8. [Television]
Why were the sales of televisions before World War II disappointing?
(a) Due to the limited number of programs that were offered.
(b) Due to the cost of television sets being very high.
(c) Due to the uncertain economic climate and the threat of war.
(d) All of the above [Understanding]
9. [Television]
Mechanical television was invented by a Scottish engineer named:
(a) Sir John Logie Baird
(b) Sir James Collip
(c) Sir Frederick Banting
(d) Dr Abraham Gesner [Recall]

S.No Questions
10. [Integrated Marketing Communication- IMC]
_________ can be defined as the way by which organisations attempt to inform,
convince and remind customers indirectly or directly about the brands and products they
offer.
(a) Marketing communications
(b) Marketing plans
(c) Marketing strategies
(d) None of the above [Understanding]

Numerous forms of short-term incentives to promote the trial or buying of services or
products is:
(a) events and experiences
(b) direct marketing
(c) sales promotion
(d) advertising [Understanding]

Which of the following is the trade-oriented sales promotion tool?
(a) Coupons
(b) Discount
(c) Stock return
(d) None of the above [Analysis]
13. [Communication]
Which principle of communication suggests that once a message is sent, it cannot be
taken back?
(a) Irreversible
(b) Multi-purpose
(c) Interactive
(d) Transactional [Understanding]
14. [Communication]
Which type of communication barrier involves environmental distractions, such as
noise or poor lighting?
(a) Physical
(b) Psychological
(c) Semantic
(d) Organisational [Understanding]

S.No Questions
15. [Communication]
What is a key strategy for overcoming communication barriers?
(a) Ignoring the audience's context.
(b) Using complex language.
(c) Providing vague feedback
(d) Understanding the audience and the context. [Understanding]
16. [Communication]
Which of the following is NOT one of the 7Cs of effective communication?
(a) Clarity
(b) Conciseness
(c) Creativity
(d) Completeness [Analysis]
17. [Communication]
Which principle of communication emphasises that communication is an ongoing
process involving sender and receiver exchanging messages?
(a) Irreversible
(b) Multi-purpose
(c) Interactive
(d) Transactional [Understanding]
18. [Photography]
What is one of the primary purposes of photography in newspapers and magazines?
(a) Enhancing typography
(b) Creating a visual narrative
(c) Increasing paper consumption
(d) Improving printing techniques [Understanding]
19. [Photography]
Which aspect of photo editing involves adjusting the brightness and contrast of an
image?
(a) Cropping
(b) Colour correction
(c) Composition
(d) File format conversion [Recall]

S.No Questions
20. [Photography]
Which rule in photography suggests dividing an image into nine equal segments using
two horizontal and two vertical lines?
(a) Golden Ratio
(b) Rule of Thirds
(c) Leading Lines
(d) Symmetry [Recall]
21. [Photography]
Which image file format supports transparency and lossless compression?
(a) BMP
(b) JPEG
(c) PNG
(d) TIFF [Recall]

What is one of the purposes of balancing the page in newspaper and magazine layouts?
(a) Increasing printing costs
(b) Creating chaos
(c) Improving readability
(d) Reducing readership [Understanding]

What is the primary objective of Integrated Marketing Communications (IMC)?
(a) To focus solely on advertising strategies.
(b) To integrate various marketing communication tools for a consistent brand
message.
(c) To minimise marketing expenses.
(d) To target a specific demographic only. [Understanding]

Which of the following is NOT a component of the Marketing Mix (4 Ps)?
(a) Product
(b) Price
(c) Promotion
(d) People [Analysis]

S.No Questions
What is the main purpose of Sales Promotion?
(a) To establish long-term brand loyalty.
(b) To increase customer awareness.
(c) To stimulate immediate sales.
(d) To build a brand's image over time. [Analysis]

Assertion: A new media enhances opportunities to expand the learning environment
unheard of before.
Reason: Learners can design their learning process.
(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. [Analysis]

Assertion: In designing the newspaper, proportion is one of the easier design principles
to understand.
Reason: Proportion does not signal what’s important in a design and what is not.
Assertion.
Assertion.
28. [Television]
Assertion: Television signals are received through sky wave propagation.
Reason: The ionosphere reflects electromagnetic waves of frequencies greater than a
certain critical frequency.
Assertion.
Assertion.

S.No Questions
Assertion: Every product or service should be branded. Otherwise, they will be treated
as commodities.
Reason: If the product or service is branded, then it always commands a higher price.
Assertion.
Assertion.
30. [Communication]
Assertion: Understanding the audience and the context is crucial for overcoming
communication barriers.
Reason: It helps in tailoring the message according to specific objectives and ensuring
proper feedback.
(a) Both Assertion and Reason are true, and the Reason is the correct explanation of
the Assertion.
(b) Both Assertion and Reason are true, but the Reason is not the correct explanation
of the Assertion.
(c) Assertion is true, but the Reason is false.
(d) Assertion is false, but the Reason is true. [Analysis]
31. [Communication]
Assertion: Coherence is one of the 7Cs of effective communication.
Reason: It ensures the message is logically organised and easy to follow.
the Assertion.
of the Assertion.

S.No Questions
32. [Communication]
Assertion: Feedback is an essential element for overcoming communication barriers.
Reason: It helps in understanding whether the message has been understood correctly
and allows for adjustments, if necessary.
the Assertion.
(b) Both Assertion and Reason are true, but the Reason is NOT the correct explanation
of the Assertion.
(d) Assertion is false, but the Reason is true. [Understanding]
33. [Photography]
Assertion: JPEG is the preferred file format for images requiring transparent
backgrounds.
Reason: JPEG compression is lossless and maintains image quality.
the Assertion.
of the Assertion.

Assertion: Public Relations (PR) involves managing relationships between an
organisation and its various publics.
Reason: PR primarily focuses on paid advertising to promote a brand.
the Assertion.
(b) Both Assertion and Reason are true, but the Reason is NOT the correct explanation
of the Assertion.
(c) Assertion is true, but Reason is false.
(d) Assertion is false, but Reason is true. [Analysis]
State True or False for the statements given in questions 36-45

Body copy is the largest part of any article in a newspaper or magazine. [Recall]

In a newspaper, details of the publisher, place of publication, editorial staff and
information about the newspaper are printed in subhead. [Recall]

S.No Questions
37. [Television]
Internet television generally delivers the same televised content as live streaming on
end-user devices. [Understanding]
38. [Television]
Plasma screens are made of four sheets of glass with mixtures of gases stored between
the layers. [Recall]

Cross-promotion is a great way of tapping a target group of partners without investing
much. [Analysis]
40. [Communication]
Semantic barriers in communication are related to the differences in the interpretation
of words and symbols. [Understanding]
41. [Communication]
Cultural barriers can arise from differences in values, norms, and expectations between
communicators. [Understanding]
42. [Photography]
Cropping is a photo editing technique used to adjust the brightness and contrast of an
image. [Recall]
43. [Photography]
TIFF file format supports lossy compression and is ideal for web graphics. [Recall]

Internet Marketing primarily focuses on one-way communication with customers.
[Understanding]

S.No Questions
For questions 45-49, match the column A in each question with the appropriate options
in column B.
45. [Communication]
Column A Column B
A. Physical barriers 1. Distractions in the environment, such as noise or
poor lighting.
B. Psychological barriers 2. Differences in interpretation of words and
symbols.
C. Semantic barriers 3. Individual perceptions, biases, and emotional
states affect communication.
D. Organizational barriers 4. Hierarchy, rules, and policies within an
organisation affecting communication.
E. Cultural barriers 5. Variations in values, norms, and expectations
between communicators.
[Recall & Understanding]
46. [Communication]
Column A Column B
A. Irreversible 1. This principle suggests that once a message is sent, it
cannot be taken back.
B. Multi-purpose 2. Communication is seen as an ongoing process where both
sender and receiver exchange messages.
C. Interactive 3. Messages can serve multiple functions and fulfill various
objectives.
D. Transactional 4. Communication is influenced by the continuous exchange
of feedback between sender and receiver.
E. Punctuated 5. Communication is perceived as having distinct phases of
activity and inactivity.

S.No Questions
47. [Photography]
Column A Column B
A. BMP 1. Supports transparency
B. JPEG 2. Lossy compression
C. PNG 3. Lossless compression
D. TIFF 4. Ideal for web graphics
Column A Column B
A. Represents the goods or services offered to meet
I. Product
customer needs.
B. Refers to the communication strategies used to inform
II. Price
and persuade customers.
C. Involves determining the value of the product or
III. Promotion
service in the market.
D. Involves making the product or service available to the
IV. Place
target market.
Column A Column B
A. Establishing a positive perception of the brand
I. Build a brand image
among the public.
B. Handling adverse situations effectively to maintain
II. Generate goodwill
or restore a positive reputation.
C. Fostering positive feelings and attitudes towards the
III. Crisis management
brand among stakeholders.

II: Very Short Answer Questions (2 mark)
S.No Questions
You are tasked with designing a new newspaper layout. List any four essential elements
of a newspaper to ensure maximum readability and engagement. [Understanding]

Analyse the difference between a teaser and a trailer for the same film. How do they
differ in terms of revealing plot details, creating anticipation, and targeting specific
audiences? [Analysis]
52. [Television]
Name any four characteristics of television. [Recall]

A popular smartphone brand wants to increase brand awareness and sales among young
consumers. Given the case study above, what are two innovative advertising strategies
that the smartphone brand could implement to reach its target audience effectively?
[Application]
54. [Communication]
A popular TV show is being filmed in a bustling city neighbourhood. The production
team is facing difficulties in capturing clear audio due to the constant noise from nearby
construction sites. Identify the type of communication barrier the production team is
encountering. Suggest any one potential solution to overcome this barrier and ensure
high-quality audio for the show. [Analysis & Application]
55. [Communication]
Briefly explain the importance of coherence in effective communication.
[Understanding]
56. [Communication]
Analyse the primary purpose of feedback in communication. [Analysis]

Elucidate on Direct Marketing. [Recall & Understanding]

III: Short Answer Questions (3 marks)
S.No Questions
Write any three benefits of Integrated Marketing Communications (IMC).
[Understanding]
59. [Communication]
Analyse how understanding cultural differences can help overcome communication
barriers in a multicultural workplace. [Understanding]
60. [Photography]
Explain how photo editing techniques such as colour correction and cropping contribute
to enhancing the visual appeal of an image. [Understanding]

Critically analyse Internet Marketing by mentioning its pros and cons. [Analysis]
IV: Long Answer Questions (4 marks)
S.No Questions
A housewife opened a saree shop in her house. She contacted wholesalers and brought
the products to her residence. She arranged the sarees neatly in her home. She informed
her neighbours that she had started selling sarees. She attended some workshops
organised by her wholesalers. But she could not find any customers. Then, a friend
advised her to advertise on social media. She did, and her business took off.
(a) Explain why the homemaker could have used the Internet as an IMC tool to sell
sarees.
(b) Explain how she could boost her saree sales by applying the types of sales
promotion.
(c) Suggest new ways of advertising she can use to increase her sales.
[Analysis, Understanding, Application]
63. [Television]
Briefly explain the eras of television broadcasting. [Understanding]

S.No Questions
64. [Communication]
Explain with examples how the principles of communication, such as irreversibility and
transactional nature, influence the effectiveness of communication in interpersonal
relationships. [Understanding]

Discuss the significance of photography in newspapers and magazines, highlighting its
role in storytelling, education, entertainment, and page layout with relevant examples.
[Understanding]

Critically analyse the relationship between public relations (PR) and advertising,
highlighting their respective roles and functions in a marketing strategy.
[Understanding]

Answer Key
S.No Expected Answer

1. (b) Headline
2. (d) Local media cover
3. (c) Front page
4. (b) Business
5. (c) Opinions and editorials
6. (b) Community antenna television
7. (c) Peter Carl Goldmark
8. (d) All of the above
9. (a) Sir John Logie Baird
10. (a) Marketing communications
11. (c) sales promotion
12. (c) Stock return
13. (a) Irreversible
14. (a) Physical
15. (d) Understanding the audience and the context.
16. (c) Creativity
17. (c) Interactive
18. (b) Creating a visual narrative
19. (b) Colour correction
20. (b) Rule of Thirds
21. (d) TIFF
22. (c) Improving readability


23. (b) To integrate various marketing communication tools for a consistent brand message.
24. (d) People
25. (c) To stimulate immediate sales.
26. (a) Both Assertion and Reason are true, and Reason is the correct explanation for
Assertion.
27. (c) Assertion is true, and Reason is false.
28. (a) Both Assertion and Reason are true, and Reason is the correct explanation for
Assertion.
29. (c) Assertion is true, and Reason is false.
30. (a) Both assertion and reason are true, and the reason is the correct explanation of the
assertion.
assertion
assertion.
33. (d) Assertion is false, but the Reason is true
34. (c) Assertion is true, but Reason is false. (Public Relations primarily focuses on
managing relationships, while advertising involves paid promotional activities.)
35. True
36. False
The correct answer is Masthead.
37. True
38. False
The correct answer is two sheets.
39. True
40. True
41. True
42. False


43. False
44. False (Internet Marketing often involves two-way communication with customers,
allowing for interaction and engagement.)
45. A-1; B-3; C-2; D-4; E-5
46. A-1; B-3; C-4; D-2; E-5
47. A-3; B-1; C-2; D-4
48. I-A; II-C; III-B; IV-D
49. I-A; II-C; III-B
50. Page layout, Visual weight, types of pages, order of pages, use of ads, use of images,
white space and lines, eye movement, position of hard and soft news, headings and font
sizes. (any four)
51. A teaser is a short trailer that does not give away any plot details but gives us a glimpse
of the tone and characters of the movie. A trailer is a video that sometimes gives us
some of the plot details, normally 30 seconds to 2 minutes, but can vary.
52. Television as a medium: audio-visual medium, live medium, mass medium, domestic
medium, transitory medium, and expensive medium. (any four)
53. Cross promotions, convert advertising and merchandise. (any two)
54. An example of a physical barrier in communication is a noisy environment, such as

construction work nearby.
Soundproofing techniques to isolate the filming area from the external noise; high-
quality audio equipment that can focus on specific sounds and minimise the impact of
background noise; advanced audio editing software to remove or reduce background
noise during the post-production process, etc. (any one)
55. Importance of coherence in effective communication: Coherence ensures that the

message is logically organised and easy to follow, enhancing understanding and
retention.
56. Primary purpose of feedback in communication: Feedback helps in understanding

whether the message has been understood correctly and allows for adjustments if
necessary.
57. Direct Marketing involves communicating directly with targeted customers to promote
products or services, often through channels such as email, direct mail, or telemarketing.


(i) It can create a competitive advantage and boost sales and profits while saving
58.
money, time, and stress.
(ii) IMC wraps communications around customers and helps them move through the
various stages of the buying process.
(iii) IMC also increases profits through increased effectiveness.
59. Understanding cultural differences can help overcome communication barriers in a

multicultural workplace by promoting empathy, tolerance, and respect for diverse
perspectives. For example, being aware of different communication styles or
preferences based on cultural backgrounds can help avoid misunderstandings and
facilitate smoother interactions among team members.
60. Colour correction helps adjust the overall colour balance of an image, enhancing its
vibrancy and realism. Cropping allows for the removal of unnecessary elements,
focusing the viewer's attention on the main subject, thus improving the image's
composition and visual impact.
61. Advantages of Internet Marketing include:

● Wide reach and global accessibility.
● Cost-effectiveness compared to traditional advertising.
● Ability to target specific demographics.
Disadvantages include:
● Potential for information overload.
● Difficulty in standing out among competition.
● Concerns regarding privacy and security.


62. (a) Internet as an IMC tool to sell sarees: (any two)
• Extremely low risk
• Reduction in costs through automation and use of electronic media.
• Faster response to both marketers and the end user.
• Increased ability to measure and collect data.
• Opens the possibility to a market of one through personalisation.
• Increased interactivity
• Increased exposure to products and services.
• Boundless universal accessibility.
(b) The two types of sales promotion tools consumers are as follows:
• Consumer-oriented Promotion Tools
• Trade-oriented Sales Promotion.
(c) New ways of Advertising:
Cross promotions, convert advertising and Merchandise.
63. Black and White: John Baird (creator of television and early contributions), first
transmission (America 1928 and BBC transmission), World War II (halt of television
production); Cathode ray and mechanical scanning, first television station (location,
name and impact).
[elaborate on the above topics]
64. Principles of communication, such as irreversibility and transactional nature influence

the effectiveness of communication in interpersonal relationships by highlighting the
need for mindful communication and active engagement. Understanding that
communication is irreversible reminds individuals to choose their words and actions
thoughtfully, considering their potential impact on the relationship. Recognising
communication as transactional encourages openness, empathy, and responsiveness,
fostering deeper understanding and connection between individuals in a relationship.
65. Photography plays a crucial role in newspapers and magazines by visually enhancing
storytelling, educating audiences, providing entertainment, and maintaining an
appealing page layout. In news articles, photographs provide visual evidence and
context, making stories more engaging and informative. For example, a photograph of
a natural disaster can convey the scale and impact of the event better than words alone.
In magazines, photography is often used to illustrate articles, evoke emotions, and
attract readers' attention. Additionally, well-placed photographs help balance the layout
of a page, ensuring a harmonious visual experience for the reader. For instance, a
magazine spread featuring a mix of text and images can create a visually pleasing
composition that encourages readers to engage with the content.


66. Public Relations (PR) involves managing the communication and relationships between
an organization and its various publics, including customers, stakeholders, and the
media. Its roles include building a positive brand image, fostering goodwill, handling
crises effectively, and monitoring and evaluating media tools. PR aims to establish trust
and credibility over the long term.
Advertising, on the other hand, is a paid form of communication used to promote
products or services. It focuses on creating awareness, generating immediate sales, and
reinforcing brand messages through various channels such as print, broadcast, and
digital media. Unlike PR, advertising is more overt and aims to persuade and influence
consumer behaviour directly.
While both PR and advertising contribute to a company's overall marketing strategy,
they differ in their approaches and objectives. PR tends to be more subtle and indirect,
emphasising relationship-building and reputation management, while advertising is
more explicit and transactional, aiming for immediate sales and brand visibility.


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PREFACE

October 2024 Dr. Joseph Emmanuel

S.No Type of Questions Page No.

I. Multiple-Choice Questions (MCQs) 2-12

II. Very Short Answer Questions 13

III. Short Answer Questions 14

III. Long Answer Questions 14-15

Answer Key 16-21

ICSE Competency-Focused Practice Questions 1

COMPETENCY-FOCUSED PRACTICE QUESTIONS

Mass Media and Communications

I: Multiple Choice Questions (1 mark)

2. [Print Media and Design]

3. [Print Media and Design]

4. [Print Media and Design]

ICSE Competency-Focused Practice Questions 2

ICSE Competency-Focused Practice Questions 3

11. [Integrated Marketing Communication- IMC]

12. [Integrated Marketing Communication- IMC]

ICSE Competency-Focused Practice Questions 4

ICSE Competency-Focused Practice Questions 5

22. [Print Media and Design]

23. [Integrated Marketing Communication- IMC]

24. [Integrated Marketing Communication- IMC]

ICSE Competency-Focused Practice Questions 6

26. [Print Media and Design]

27. [Print Media and Design]

ICSE Competency-Focused Practice Questions 7

ICSE Competency-Focused Practice Questions 8

34. [Integrated Marketing Communication- IMC]

State True or False for the statements given in questions 36-45

35. [Print Media and Design]

36. [Print Media and Design]

ICSE Competency-Focused Practice Questions 9

39. [Integrated Marketing Communication- IMC]

44. [Integrated Marketing Communication- IMC]

ICSE Competency-Focused Practice Questions 10

[Recall & Understanding]

ICSE Competency-Focused Practice Questions 11

A. BMP 1. Supports transparency

B. JPEG 2. Lossy compression

C. PNG 3. Lossless compression

D. TIFF 4. Ideal for web graphics

[Recall & Understanding]

48. [Integrated Marketing Communication- IMC]

[Recall & Understanding]

49. [Integrated Marketing Communication- IMC]

[Recall & Understanding]

ICSE Competency-Focused Practice Questions 12

II: Very Short Answer Questions (2 mark)

51. [Print Media and Design]

53. [Integrated Marketing Communication- IMC]

57. [Integrated Marketing Communication- IMC]

ICSE Competency-Focused Practice Questions 13

III: Short Answer Questions (3 marks)

61. [Integrated Marketing Communication- IMC]

IV: Long Answer Questions (4 marks)

ICSE Competency-Focused Practice Questions 14

65. [Print Media and Design]