Comprehension
Read the following caselet and answer the questions that follow:
The Public Relations Department of an organization has spent only 4 crores of its allocated 16 crores on publicity. There are 2 months left in the financial year. Due to shortage of officers, the Assistant Director, Operations has been given an additional charge of publicity. Because of his other commitments, he is unable to find time to undertake tasks such as baseline study, ascertaining communication needs, testing proposed messages and media channels, deciding optimum periodicity, measuring impact, etc. He also argues spending the rest of the budget is unnecessary because their regular programs are already widely known. His boss, the Director, however, feels that only by utilizing the entire budget can a similar amount be demanded the next year. He also thinks that there is nothing like enough publicity.
The Public Relations Department of an organization has spent only 4 crores of its allocated 16 crores on publicity. There are 2 months left in the financial year. Due to shortage of officers, the Assistant Director, Operations has been given an additional charge of publicity. Because of his other commitments, he is unable to find time to undertake tasks such as baseline study, ascertaining communication needs, testing proposed messages and media channels, deciding optimum periodicity, measuring impact, etc. He also argues spending the rest of the budget is unnecessary because their regular programs are already widely known. His boss, the Director, however, feels that only by utilizing the entire budget can a similar amount be demanded the next year. He also thinks that there is nothing like enough publicity.
Question: 1
Which of these is the best course of action for the department?
Which of these is the best course of action for the department?
Updated On: Aug 9, 2024
- Repeat the advertising done so far 3 times over and thus exhaust the entire amount.
- Rely on the operational experience of the Director and the Assistant Director and start spending the optimal amount right away.
- Surrender the budget right away so it can be utilized by other departments.
- Hire a specialized external agency which will study the gaps and needs within a fortnight and follow it's recommendations.
- Request higher authorities to reallocate the remaining amount to other departments of the organization.
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The Correct Option is D
Solution and Explanation
The correct option is (D) :Hire a specialized external agency which will study the gaps and needs within a fortnight and follow it's recommendations..
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Question: 2
Which of these new developments, if true, would most justify a larger utilization of the advertising budget?
Which of these new developments, if true, would most justify a larger utilization of the advertising budget?
Updated On: Aug 21, 2024
- Advertising agencies have announced a 25% reduction in rates.
- An internal committee of the organization has made strong recommendations to improve service delivery.
- The organization has approved a new major scheme for immediate implementation.
- The findings of a baseline study on assessing communication needs are now available.
- A new Assistant Director has been posted to exclusively look after publicity.
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The Correct Option is C
Solution and Explanation
The correct option is (C) :The organization has approved a new major scheme for immediate implementation..
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