MyEducationalGuide Mar-Apr 2010 issue

M EDUCATIONALGUIDE
Happy Holidays !
Empowering Youth
Happy Holidays !
9th Issue COVER STORY : ADVERTISING www.myeducationguide.in 10 pages Mar-Apr 2010

Zoom’n
aSpeakers
Editor’s Blog ---------------------------------------02
College Speaks -----------------------------------02 What’s in your

pha
Industry Speaks----------------------------------02
DNA ?

adv
aCover Story
Advertising as a Career------------------04, 06

rma
Career Options
in Advertising Agencies ----------------------06

erti
Snapshot – Advertising -----------------------07
Client Servicing-----------------------------------08

cy
aOther Career Options
Pointers on Pharmacy--------------------07, 09

sin
Pre-Banking Exams -----------------------------08

bank
aVisa Counseling ---------------------------------03
aUniversity Pick : ---------------------------03, 06
California State University East Bay

g
aKnoelEdge------------------------------------------04

ing
aTutorials --------------------------------------------05

KnoelEdge
A column for
imagination &
Story 04 07 08
perspective | Cover Advertising as a Career Pointers on Pharmacy Pre-Banking Exams
Noel Gomes
Ms. Jhahnvi Bhargava Dr. Supriya Shidhaye Mr. Rupesh B. Jadhav
Creative Head, MEG. School of Broadcasting &
Communication
Principal
VES College of Pharmacy
Manager
Dhanalaxmi Bank

04
MyEDUCATIONALGUIDE
invites
Foreign Schools |
IB | IGCSE | GCSE |
CBSE | ICSE Schools |
Foreign Universities |
Indian Schools & Colleges |
Indian Universities V to
Cool School Fair
Date : 15th to 30th November 2010
Mumbai | Pune | Hyderabad | Bangalore | Delhi | Chandigarh
For Stall Booking : Tel. : +91 9322251057, +91 22 26707035, +91 22 26204469
Email : schoolfair@myeducationguide.in

Foreign Articulate Agreement (FAA)

R C

O U EGE
O
N
N
Y L E
C

L T

CO VES COLLEGE OF
PHARMACY
London Academy
of Management Sciences

Email : editor@myeducationguide.in
to connect YOUR College with Foreign Universities

CALL 9322251057 / 9029051057 FOR ADVERTISEMENT IN THIS NEWSPAPER

MyEDUCATIONALGUIDE Mar-Apr 2010 02

EduBee Buzzz Editor’s Blog
Meteorological email me at :
department plans Dear Readers, competition for students. The best editor@myeducationguide.in
scholarships to essay will be published in our MEG
By the time you have this copy Lastly, check out the ad for the
attract young talent July-Aug’ 2010 along with the
most of you will be almost be done event of the year on the cover page
photograph.
New Delhi: The India with your examinations, or of this issue. Yes readers – the Cool
Meteorological probably “the elephant is out and As studies abroad students gear up School Fair is an MEG initiative.
Department (IMD) the tail is left.” I quiet remember for their visa process, we have our Schools and Colleges interested in
will offer scholarships those burning the mid-night lamps, very own visa counseling column being a part of this mega event
to hundreds of staying awake all night for my back in this issue. email at :
science postgraduates to attract them history paper, offering prayers, Well, FAA is this | | close to being schoolfair@myeducationguide.in.
towards meteorology and staff a visiting the temple and having a a runaway hit. We have aboard the Holidays make up special-
department that is facing nearly 33 spoonful of yoghurt and sugar from VES College of Pharmacy – India, memories-page in our diaries, so
percent human resource shortage. my super mom’s hand. There is Lyndon Institute – USA, Thomson go loud and sweat it out. Have a
something exciting about River University – Canada. Now this blast!
”We are ready to give stipend for
examinations and something is a phenomenon you need to watch
the entire last year of the M.Sc HA :P:P Y
special about them. out for. Having foreign universities
students. The aim is to attract them HOLI :D AYS
to this branch of science,” Earth But, there’s a sunny picture ahead collaborate with Indian college under
Sciences Minister Prithviraj Chavan – the summer vacation, hey that MEG’s very own FAA program,
said at the 135th foundation day of bring to my mind about the contest that’s cool. If you are watching
IMD here on January 15, 2010. that we are coming up within this closely you will notice this change.
issue. I’d like you to participate in So, colleges and schools who’d like Ms. Jyotsna Kadam
The minister also inaugurated the to add up on to this list of reformers
installation of a super-computing this contest, it is an essay editor@myeducationguide.in
device at the IMD headquarters here,
and development. Keeping in view schools in Child Education,
which will improve the accuracy of
short and medium term weather College the needs of society and the Business Education, Medical
forecasting. challenges faced by different Education College Admissions &
Civil Services Prelims exam
Speaks... professions, educational
programmes are constantly being
SAT and much more. Above all,
the information you’ll find here is
replaced by Aptitude Test from
Education broadens one’s upgraded in all fields of designed both for students as well
2011
perspective and inculcates the habit specialization. as working professionals.
New Delhi: The Union Public
of original, creative, and MYEDUCATIONALGUIDE is Its our pleasure to be associated
Service Commission (UPSC) has
independent thinking. While some your guide to making wise career to MyEducationalGuide at RIMS
decided to overhaul the civil services
jobs call for a graduate, choices. They provide suf ficient International school and junior
examination from next year, as the
postgraduate, or doctoral degree, information to accommodate those College and look forward a
aspirants are likely to face a different
all education is aimed at attaining who wish to get a basic education, continual relationship
pattern of examination.
an understanding of the basic students preparing for professional
Replacing the existing preliminary Suggestions : MEG should
principles underlying various practice, as well as those who wish
examination which shortlisted highlight various international
disciplines in specific fields. The to orient their studies toward a
candidates for the main exam, it will undergraduate and post graduate
postgraduate component of the research or academic career. Toward
now be replaced with Civil Services programmes available in India for
education programmes is only that end, MyEducationalGuide I n d i a n
Aptitude Test (CSAT), in which they meant to further develop one’s newspaper provides information on students to
will have to appear in two objective- capabilities to prepare you to school education, graduate and attain foreign
type papers having special emphasis confidently undertake independent postgraduate degree information. qualification
on testing their ‘aptitude for civil responsibilities in complex field
The newspaper further matches the on Indian
services’ as well as on ‘ethical and situations.
educational goals with your personal Soil.
moral dimension of decision-
making.’ Everyday successful graduates are as well as professional goals. It
going on to become leaders in their features detailed information of
Both these papers will be given equal DR. KISHOR PILLAI
professions and are making educational programs across Principal
weightage and will substitute the one significant contributions to research numerous online and traditional RIMS International Education School & Jr. College
common paper (general awareness)
and one optional paper (any $ $
particular subject of choice) which
emphasized on subject knowledge.
INDUSTRY FOREIGN ARTICLE AGREEMENT (FAA) FORM
Sibal finally nods for common SPEAKS School / College Name : ______________________________
science, maths syllabus from 2011 Affiliation / Governing body (if any) : _____________________
This is a very good idea of
New Delhi: The Union Human Principal Name : _____________________________________
providing information related to
Resource Development (HRD)
various career opportunities Principal Contact Tel. No. : ____________________________
Minister Kapil Sibal announced on
available in India and Abroad.
February 16, 2010 from the 201 1 Principal Email ID : ___________________________________
This type of career oriented news-
academic year, all school boards
paper will help students and Contact Person Name : _______________________________
across India will have a common
industry as well, in the sense that
curriculum in science and maths for Contact Person Tel No : _______________________________
students will
classes XI and XII, to give students
get guidance Contact Person email id : ______________________________
a level playing field and help them
on proper
in taking competitive examinations. Alternate Tel No. (if any) : _____________________________
career to
There will be a core curriculum in approach School / College Website : _____________________________
the science stream (both science and and industry
mathematics) for all school boards will get right To connect YOUR College
across India. This will be candidates. with Foreign Universities
implemented in 2011,” Sibal told MR. MANOJ DAVE
Email the filled FAA form at
Asst. Manager Finance
reporters. HIRCO editor@myeducationguide.in

CALL 9323556426 / 9819964223 FOR SUBSCRIPTION OF THIS NEWSPAPER

MyEDUCATIONALGUIDE STUDY ABROAD Mar-Apr 2010 03

BLOGBOARD of 6 months or less under tier 4. The digital photograph should be
C.O.N.T.E.S.T ñ Student registered for a below saved as a high quality (low
degree level course can now work compression) JPEG file.
You are required to write an essay
only for 10 hours per week from ñ The applicant will get a
in 1000 words on the topic :
CHANGES earlier 20 hours per week. Moreover, confirmation page upon
“What is it to have a productive
dependent under this category can completion of the DS-160 having
vacation ?”
no longer be able to work. There has CEAC barcode
In the 1st para : definition /
been no change for student registered ñ Schedule an appointment
general idea of a productive
for degree level programs. through VFS using CEAC bar code
vacation.
In the 2nd, 3rd, 4th para : ñ Biometric data collection and HDFC bar code (received by
elaborate with an example the includes a digital finger scan of all paying visa fees)
different ideas of having a
ten fingers and a digital photograph. Canada Visa changes :
productive vacation. Australian visa changes: In contrast to other countries,
In the last para : give a conclusion ñ Upgrading the interview Canada is making it easier for
to your essay. program to confirm the genuineness international students to study and
The Winner of the contest will The recent changes in the visa find employment. Canada has
of the applicant and to check the
have his / her essay published rules of several countries (UK, introduced in India a pilot based
financial capacity
with a photo & school/college Australia, USA) are part of their Student Partners Program (SPP) in
government’s crack down on ñ In student visa, living cost and
details in July-Aug. 2010 issue. May 2009 with twenty government
potential abuse of the system. evidence of funds have been
funded Canadian colleges with an
MEG Diary 2010 While all countries want foreign increased to AUSD 18,000 per year
aim to improve its visa approval
19TH FEBRUARY students to come and study, no one from AUSD 12000 per year from 1st
rate for colleges.
A Presentation on US VISA by Mr. Richard wants to encourage the illegal entry January, 2010.
Lasrado and a GRE Workshop by Mr. Noel The SPP test is modeled for
of immigrants.
Gomes at Nagpur. expecting the student visa process
Courtesy : Universal Placements, Nagpur. UK visa changes: and delivering higher approval
22ND FEBRUARY ñ From 1st Feb, 2010 students rates while maintaining program
Bhavans College, Andheri with Association will have to schedule an integrity. Students interested in
of Non-Government Colleges (A.N.G.C.) appointment through an email applying through SPP need to
organised a Workshop on Controlling and before attending visa application achieve an overall 6 band in IELTS,
Counseling Students to Guard Against
Suicidal Behaviour at SPJIMR Auditorium in centres in India to submit a Tier and not below 5.5 bands in each
the Bhavan’s Campus. The key speaker for 4 student visa application. module; student academic
ñ e-Visa access has been either
the event was Dr. Shubhangi R. Parkar, Prof. ñ UK has implemented the percentage in 10 th, 12 th or in
& Head of Dept. of Psychiatry, Seth G. S. removed or restricted for agents
Point Based System (PBS) Bachelors should be minimum
Medical College & KEM Hospital, Parel. where there has been evidence of
whereby; only tier 4 list of institutes 50%.
For regular updates fraud or inactivity. Students are
www.facebook.com/myeducationguide
can accept international students advised to apply for visa minimum Student who has received an offer
thereby, reducing the overall 12 weeks prior to start of the from Canadian community
To inform & cover college events contact us
at : editor@myeducationguide.in number of institutes in UK. program. colleges under SPP and with study
( 022-26707035 ñ UK institutes henceforth will loan from approved nationalized
ñ IELTS score of minimum two
be the sponsor, and student will or multinational banks of India has
years will be valid for student visa.
STUDY ABROAD need to obtain 40 points from their witnessed a high visa success rate.

Q
visa, 30 points of which will be USA Visa change: The program has received excellent
CAFE obtained on Confirmation of ñ Starting Feb 1, 2010, USA has response and it has been able to
Acceptance for studies (CAS) from replaced DS-156,157 and 158 meet its objective of improving the
Indian Govt. clears bill to allow their prospective sponsor. The applicable to one electronic form DS- overall student visa success rate
foreign universities remaining 10 points will depend 160. for Canadian colleges. The
on funds availability. ñ It is important that you save Canadian
New Delhi : On 15th March, the
union cabinet cleared the much- ñ Prospective student need to the online DS-160 form in regular Consulate
awaited Foreign Educational get an IELTS score of minimum interval to avoid loss of data. based on the
Institutions (Regulation of Entry & 4.0 in each band for all below feedback and
ñ The new online visa form
Operations, Maintenance of foundation degree level, including good results
requires you to upload the visa
Quality & Prevention of those coming to study English has now
photograph. The photograph must
Commercialisation) Bill 2010. language. extended
be minimum 2 inches by 2 inches,
Fulbright-Nehru fellowships for the SPP till
ñ Students will not be able to plain background and having 300 MR. RICHARD LASRADO
2011 offered Dec. 2010. Education Abroad Expert
bring their dependants for a course dots per inch or 300 pixels per inch. richard@myeducationabroad.com
New Delhi: The United States-India
Educational Foundation (USIEF) on
February 16, 2010 announced the 1. Give me the Top5 reasons for place in US, with a choice of
opening of its Fulbright-Nehru & international students to more than 100 career-focused
other fellowship opportunities for choose California St ate fields of study, two scenic
study, research & teaching in the University East Bay ? campuses—one in the Hayward
US. 5 reasons as to why CSU east Hills overlooking San Francisco
A total of 110 fellowships will be bay are:Price, Product, Place, Bay and the other in the Concord
offered to Indian candidates for 2011. Leaning Process, and Job foothills of Mt. Diablo—plus a
opportunities. professional center in dynamic
The last day for application is 1st
May, 2010. downtown Oakland, Cal State
Reason 1: Price
East Bay is where all your
Australia launches website to CSU East Bay rates high in possibilities come into view.
connect Indian students. value with among the lowest Reason 4: Individualized
Reason 3: Product Learning
Melbourne : A new networking fees in the U.S. for comparable
website has been launched for Indian institutions and among the CSUEB is known for award Our Undergraduate class size
alumni and students in Australia - lowest housing fees in the CSU winning programs, expert average 26 students, and have
www.MyOzNetwork.com. system. instruction, small classes, a a student-to-faculty ratio of
This initiative is supported by highly personalized learning 23:1. We have a faculty with
Reason 2: Place
Australian Govt. to enhance the environment—and a choice of PhD from the reputed institutes
experience of international students Located in San Francisco, more than 100 career-focused
Wales the most sought after >> page 06
in Australia. fields of study.

MyEDUCATIONALGUIDE ARTICLES Mar-Apr 2010 04

On my face one can reach the top. It is an ideal
book account I
posted the
profession for a creative individual.
Careers in Advertising
Advertising
status, “The A
in Advertising
Advertising field offers a range of
lucrative, interesting careers. The job
as
stands for
Attention!” In
in this field is categorized into two,
Executive and Creative. a career
MS. JHAHNVI BHARGAVA response to Executive side includes Client
School of Broadcasting Jyotsna’s (The
& Communication
Servicing, Market Research and points so that, through advertising and conceptualizes the
Editor, MEG) Media Research. Creative side and communications, the gap can be advertisement. Copy writing
question: Why advertising? – As consists of copywriters, script- minimized. department works on text for the
a career option. writers, visualizers, photographers ad and themes for campaign while
l Market Research Executive
Advertising – An Introduction and typographers. the Art department visualizes the
Every good ad plans, start with
Advertising is a service industry The executive department campaign.
research. This department surveys
geared towards the communication understands client needs, finds new the market and analyzes consumer l Copywriters

of information and ideas to and on business and retains existing behavior on a product or service. The Copywriter decides a theme
behalf of others. Advertising is the business. It also selects the The research studies provide basic for the campaign and provides the
means of informing as well as appropriate media, analyzes timing information to the manufacturer, for text for advertisements. They are
influencing the general public to and placement of advertisements and planning a new product. responsible for making the ad look
buy products or services through negotiates the financial aspects of attractive and delivering the
l Media Planning / Research
visual or oral messages. A product the deal. message to the point. They work
or service is advertised to create Executive MPE / MRE
Creative department creates the out the campaign slogan, jingles,
awareness in the minds of potential Responsibility of media planning
advertisement copy. They verbalize scripts and promotional literature
buyers. Some of the commonly department starts at the point when
and visualize the specific needs of of the product or service as well
used media for advertising are T.V., the ad is complete and is set to take
the client. as proposals, concept notes and film
radio, websites, newspapers, off. The Media Department is
As ad films are also a part of film treatments. Copywriters need to
magazines, bill-boards, hoardings responsible for the planning,
making ; career options in film are have a flair for writing backed up
etc. As a result of economic scheduling, booking and purchasing
related to this field. by the knowledge of advertising
liberalization and the changing of space and time (in newspapers,
and oral communication skills, to
social trends advertising industry Executive Department magazines, radio and TV, and
become successful.
has shown rapid growth in the last l Client Servicing Executive outdoor hoardings, internet). The
l Typographers
decade. MPE/MRE must therefore devise the
The Client Servicing department is
most effective use for an advertising Today Typographers are
A career in advertisement is quite the link between the client and the
budget and economically transmit a responsible for making the format
glamorous and at the same time agency. It involves a study of the
campaign message to the target of textual matter who give advice
challenging with more and more client, the product and the market;
audience. on fonts, lettering etc.
agencies opening up every day. an analysis of consumer behaviour
Whether its brands, companies, and marketing; knowledge of all Media Planners who decide the l Visualisers

personalities or even voluntary or available media and their cost different media where the ads would The Visualisers work on the visual
religious organizations, all of them effectiveness, and a strategic plan to be featured in order to get maximum concepts and decide how the ad
use some form of advertising in be presented to the client. viewership. shall eventually look. Their job
order to be able to communicate To be an effective client-servicing Creative Department profile includes overall layout of
with the target audience. The salary person, the candidate has to have a The Creative department consists of message including graphics,
structure in advertising is quite high thorough knowledge of the client’s copy writing department and art sketching etc. A degree/diploma
and if you have the knack for it business and also know his weak department. This department designs >> page 06

job was in coffee color, oh oh oh you may be wondering happened to who and what you are. I like my
on a second thought had I not being Cassandra well like all good things coffee hot, strong, fresh and pure.
asked what the word coffee bring to come to an end she ordered a latte Somehow, I find coffee avec du
KnoelEdge mind I wouldn’t have known that
my life in a flicker would be a sepia
with an art of broken heart on it.
Today when I look around, I am
lait like doing something just the
opposite of having coffee, the metal
Connotation of a Cup of Coffee colored film. amazed to know that lot and what black coffee with snow white milk,
Someone asked me what comes to Seriously, Coffee: the aroma, the happens over a cup of coffee. Many to me it is like sipping a coffee
mind when you hear the word dates over a cup of coffee, the nights relationships build over coffee the flavoured milk. Coffee is one of
Coffee? In the bubble above my I’ve stayed up working on my first most popular one is that of the lovers. the openly and widely used
head, I flickered the book of my book, “hold my hand”, the times The amazing thing is the statistics stimulants. I understand with things
life and ran through it, scanning when I was tummy sick, mom made of cups of coffee in a relationship. taking its toll, coffee needs to come
for the word Coffee, and here it those strong black non The rate of frequency into play. We all need a push, when
is: grandmother’s stories on the the force lies within then push it
grounds left in the cup,
grandfather’s WWII souvenir from
sugar filter coffee. My
first break up was over
coffee, Cassandra
I reflects the life of
relationship. The ones
with frequent over-the-
up with a cup of coffee.
I have rephrased one of my own
his friend in the army, a something
17 oz. can of Mehmet Efendi
always loved her latte
with the so feminine
was coffee meet ups were
like easy to understand
quotes; Coffee will take you this
far, Interest that far and Passion
Turkish Coffee placed on his table
in his study. My high school days
latte art, I remember the
first date she asked for
asked... that it wasn’t them who
needed the stimulant but
very far. Originally, the word
Motivation
during exams my mom made me a heart shape art, I know it is so their relationship, and an easy was used in
cups of coffee to keep me up, cliché but then you need to cream prediction - a broken heart latte art place of
hmmm.... during college days a your heart (then, Cassandra). To me coffee. While there were couples Coffee. If you
coffee shop, my new college it is like having a tattoo on your who made their coffee and had it were watching
friends took me to; Beverly’s coffee coffee, I was glad she couldn’t see too, were the ones who put every carefully you
colored eyes, Joanne’s coffee the bubble above my head. Ok bit of love within to the coffee may still
colored hair, Andy’s coffee colored people you may have noticed the (intended allegory) of their life. notice - It all
lipstick, my school ice hockey team MR. NOEL GOMES
soap of my thought has so much How I wish I could tell people the begins over a Creative Head,
jersey, the logo of my first vacation froth to bubble about. So now what coffee you choose to have reflects cup of Coffee. MyEducationalGuide

Ticker News Students of Arts and Science stream after HSC can now join the Commerce Stream

MyEDUCATIONALGUIDE TUTORIAL Mar-Apr 2010 05
DIAMETER = 2 x radius of circle AREA OF CIRCLE SECTOR :
THIS IS A TWELVE PART
(With central angle θ)
SERIES COVERING MAJOR CIRCUMFERENCE OF CIRCLE
TOPICS OF CET (MBA), CAT & = Pi x diameter = 2Pi x radius If the angle θ is in degrees, then
GMAT MATHEMATICS. THIS
GMAT
AREA OF THE SECTOR OR PIE
where Pi = π = 3.141592...
IS THE NINTH PART. = (θ / 360) x Pi r2
θ
= 22/7 (use the fraction 22/7 as the
value of π if required.) The area of the sector or the wedge
Definitions Related to Circles
or the pie is the fraction of the
For example, 14 π is 14 times
Arc : a curved line that is part TOTAL AREA of the circle covered
22/7 = 44. Most answers will be in
of the circumference of a circle. by the pie. The fraction of the total
terms of π. A SQUARE INSCRIBED
Chord : a line segment within a area of the circle covered by the
AREA OF CIRCLE : sector is the ratio of the central angle WITHIN A CIRCLE and a
circle that touches 2 points on the
area of the circle = Pi r2 of the sector to the total angle of a CIRCLE INSCRIBED WITHIN
circle. The DIAMETER is the
circle, 360 degrees. A SQUARE
longest chord of a circle.
Circumference : the distance
r EXAMPLE : Find the area of
around the circle.
sector with central angle 45
Diameter : the longest distance degrees of a circle of radius 8
from one end of a circle to the inches. Diameter of the Circle is Equal to
other Longest chord of a circle. the value for the side of square.
Length of a Circular Arc : 45 degrees is 45 / 360 of the total AREA OF THE CIRCLE =
Origin : the center of the circle.
(with central angle θ) angle at the center of the circle. π/4 (Area of Square)
π
Pi (π) : A number, 3.141592..., The area held by the sector with
or 22/7 and equal to (the if the angle θ is in degrees, than central angle 45 degrees with be
circumference) / (the diameter of LENGTH OF THE ARC = 45 / 360 of the TOTAL AREA
any circle. θ / 360 x (2Pi) x r of the circle.
Radius : distance from center of EXAMPLE : Find the length of Diameter of the circle is equal to the
AREA OF THE SECTOR
circle to any point on it. Radius the arc having a central angle of diagonal of the square.
WITH CENTRAL ANGLE 45
is the ½ diameter. 55 degrees, if the radius of the AREA OF CIRCLE =
DEGREES = (45 / 360) (Pi 82)
Sector : is like a slice of pie circle is 6 inches. = 8(Pi) π/2 (Area of Square)
(a circle wedge).
Tangent of circle : a line Length of the arc = (55/360) x
perpendicular to the radius that 2Pi x 6 = 1/6 (11(Pi). The length Guidance on UNIVERSITY ESSAYS and TUTORIALS
touches ONLY one point on the of the arc is the fraction of
circumference covered by the arc.
email : experts@myeducationguide.in
circle.

4. Sentence Simplification E.g. Why does the author mention
THIS IS A TEN PART SERIES
questions (0 to 1 questions per set) ….this?
ON THE TOEFL iBT. THIS IS
THE FOURTH PART. This type of question needs The author discusses this….in order
The TOEFL Reading Section
No. of Passages: 3 to 5 passages
you :
To choose from the four choices a
to?

This type of question typically
TOEFL
sentence that is similar in meaning
No. of Questions: 12 to 14 focuses on the logical links between
to the highlighted text in the passage.
questions per passage. sentences and paragraphs.
One of the four choices is the
Multiple choice questions paraphrased sentence similar in 7. Insert Text question (0 to 1 8. Prose Summary (0 to 1 questions
Duration: 20mins each meaning to the highlighted text. questions per set) per set)
Each approximately 700 words E.g. Which of the following best This type of question needs you: to
expresses the necessary information This type of question needs you: to
Score scale: 0 - 30 take the sentence given in the understand and recognize the major
in the highlighted sentence? ideas and relative importance of
This tutorial is the continuation of question and try to fit it in the right
The TOEFL Reading Section series, 5. Inference Questions (0 to 2 place in the passage. You will be information in a passage.
from the earlier issue Jan-Feb’ 2010. questions per set) given a sentence and asked where You will be given 6 answer choices
In the last issue I covered the first This type of question needs you: To in the passage it would best fit. You from which you need to choose 3
three types of questions. comprehend the passage, and to draw need to understand the logical and answer choices that express most
TOEFL Reading question types: a conclusion to the implied text. grammatical connection of this important ideas in the passage. This
1. Factual Information questions sentence with the place you would question is worth 2 points.
E.g. Which of the following can be insert the text.
(3 to 6 questions per set) 9. Fill in a table (Classification
inferred from paragraph 1 about X?
2. Negative factual Information and Categorization).
Look at the four square [ ] that
questions (0 to 2 questions) Make sure you understand the logical This type of question needs you: to
indicate where the following
3. ocabulary questions (3 to 5
V implications made by the author. understand and recognize major
sentence could be added to the
questions per set) 6. Rhetorical Purpose questions passage. ideas and other important
4. Sentence Simplification (0 to 2 questions per set) information from the passage.
questions (0 to 1 questions per This made it easy for the artists to You will be given a partly completed
This type of question needs you: To
set) paint and display them for the rest classified table; you need to go to
understand why the author has
5. Inference Questions (0 to 2 of the cave dwellers. the answer choices drag and drop
presented a particular piece of
questions per set) the answer options mentioned below
information in a particular place or Where would the sentence best
6. Rhetorical Purpose questions manner. This type of question checks into the corresponding blanks in the
fit ?
(0 to 2 questions per set) your comprehension skills on the table.
7. Insert ext question (0 to 1
T rhetorical function of a statement or Click on the square [ ] to add The space constraint deprives me to
questions per set) paragraph as it relates to the rest of the sentence to the passage, and then get elaborate on the last three
8. Prose Summary (0 to 1 the passage. One of the question of you have a paragraph of 4 to 5 questions. I could therefore only give
questions per set) this type can also be on to identify sentence at the end of each sentence a gist or a snippet on these questions.
9. Fill in a table (Classification on how does one paragraph relates you need to insert the sentence in With this I end the TOEFL Reading
and Categorization). to another. question in the paragraph given. Section.


Indian advertising and ads and commercials. The media communication
entertainment industry has seen department deals with the ad (BA, B.com
major growth during the last few budgets, working out the strategies BMS, BMM
years and is expected to reach over for releasing ads targeted towards etc). Agencies
Rs.1,00,000 crore by 2011. The the right audiences, negotiate and prefer MBA’s
need for advertising professionals buy airtime in Radio, TV, Print and in client ser-
therefore will increase to fulfill the Outdoor advertising. The market vicing, media
growing requirements of the research team analysis data’s and planning and
advertising sector. studies on consumer behaviours, their marketing
Advertising is considered to be a likes, dislikes and perceptions and r e s e a r c h
glamorous business with high draw conclusions on buyer departments.
expense accounts, creativity, talent preferences. The business The creative
hunting, celebrity endorsements, development team and the account section hires
brain storming and a continuous executives make sales pitches, client talent from fine
search for innovative concepts and presentations and the day to day art institutions and colleges with move frequently for better
ideas. coordination between the client and added qualifications in graphic prospects. Transnational agencies
the agency. The financial and the designing packages like Adobe hire the best talents and they get
People in the advertising business administration team look after client Photoshop, Illustrator, In-design, the opportunities to work with
are talented and they work in teams billings, payrolls and general CorelDraw etc. Many agencies offer international clients and brands.
- they generally have out-standing management. internship for students wanting to
communications and presentation break into the ad world. Advertising In the advertising business you work
skills apart from vivid imagination, Typically advertising agencies your way up. Very few start at the
clubs, associations and the internet
ingenuity and out of the box consist of people working as: top. A majority of people working
portals like adfaqs offer job listings
thinking. A career in advertising q Business Development / and a host of other information on in the field started at the bottom
can be both intense and satisfying rung of the ladder, possibly even
Client Servicing current advertising.
apart from the high pressure of working for free or minimum wages
meeting deadlines and adaptability
Executives Starting salaries tend to be higher just to get started in the industry.
to work routinely for long hours. q Market Researchers at larger agencies though smaller
agencies provide the best With all the plus and minuses
q Creative Art Directors
A typical advertising agency is opportunities for hands on advertising is well respected and is
divided into planning, creative,
q Visualizers considered to be better paying
experience in all areas of the
production, media, market q Copywriters advertising business. Though pay industry apart
research, account services and q Graphic Designers scales are considered to be higher from being a
administration. The creative q Photographers in the advertising industry, there is challenging,
department works out the ad q Studio Managers little job security and termination satisfying and
campaign, develop the concepts, notices are very frequent. Midsize self fulfilling
q Administrators
visual designs, graphics and and smaller agencies tend to close c a r e e r
illustrations, copywriters write out Qualification: Advertising agencies down faster as work seems to dry options.
copy, photographers shoot images recruit people with degrees from out with intense competition from FRANKLIN P. BARRETTO
in coordination with the creative different streams like arts, business new players pitching for existing Director
Crosspoint Communications
and production team to produce management, advertising and mass business. Professionals also tend to Mumbai Based Ad Agency

about angles and lighting effects. A client servicing and media planning l Personal attributes

from Page 04 sound technical abilities and know- departments. In the creative Basic qualities like creativity, flair
how of cameras and lenses are the department, on the other hand, a for writing and ability to translate
ADVERTISING AS A essence of photography. general BA with a command of ideas into a visual format. One
CAREER Eligibility & Course Areas language communication plus should be people’s person, a team
knowledge of designing packages player, and good interpersonal skills.
in commercial arts or fine arts as l Educational
like Photoshop, coral draw or fine
well as the knowledge of designing Market and media researchers should
Most advertising agencies recruit arts is the requirement. be good in analysis and logics. Those
software like Photoshop, Pagemaker, candidates with a formal There are also specialized courses in creative field should possess
and Corel Draw etc. is the required management or advertising/mass in advertising/mass communication artistic abilities to make the ad
qualifications. communication qualification. at diploma level and post graduate appealing to the masses.
l Photographers Preference is given to MBAs for level for which basic qualification
Photographers should have an idea positions in the market research, is graduation.
Reason 5 : Job opportunities degree programs and which are markets, how to approach job
from Page 03 The CSUEB Career Deve- they? markets & to provide
lopment Center offers a variety Being a state funded university, networking through
UNIVERSITY PICK of resources to assist students and our fees are low. We offer limited companies.
Interview with Dr. Raymond Wallace alumni with career planning and financial assistance. The demand The career office plays a key
in world. We follow an job placement for education in California is very role in getting them ready for
Interactive learning, and a 2. What are the popular programs strong and hence universities their careers. But it is
non - memorizing learning amongst international students don’t need to provide discounts networking
methodology. At CSUEB, we apply to California State & scholarships. We have 20,000 usually in
also have the state-of-the-art University East Bay? international students in CSUEB first 2-3
teaching technologies to aid system. weeks on
The popular programs are
knowledge sharing and learning International Students work on campus
Undergraduate Majors in
process. campus and that becomes a that will
Business, Liberal Studies,
In 2009, the Princeton Review support system for them to meet get those
Psychology, Biology, Criminal
rated CSU East Bay a “Best the expenses. jobs much DR. RAYMOND WALLACE
Justice, and Sociology. All our
in the West” college for the sixth quicker. International Director
campuses are known for 4. Does the university have California State University-
consecutive year. CSU East Bay Business & Computer Science placements programs and how East Bay
was also named a “Best programs at graduate & does it benefit international Prospective students interested
Business School” for the fourth undergraduate level. students. to apply for CSU-East Bay
year in 2009 by The Princeton 3. Do international student s The career office helps the can email their resume at
Review. qualify for scholarships for students to learn about job csueb@myeducationguide.in

About Advertising
Advertising involves the process
wherein a message is designed so
Snapshot
as to promote a product, a thought,
an idea or even a service.
Advertising
Nature of Work
Contrary to popular belief,
Advertising is a difficult career.
The working hours are long, jobs POSITIVE ASPECTS NEGATIVE ASPECTS
are demanding, personal lives are Effective communication skills is Difficulties in Handling Clients
nonexistent and starting salaries are a must INDIAN INSTITUTES
low. The sheer work pressure keeps Advertising and PR jobs require
Excellent copy writing and Xavier Institute of
an individual from getting affected the individual to work closely with
presentation skills are a must for Communication, Mumbai
by the abundant glamour all a client base who can be difficult
the entry level advertising. http://www.xaviercomm.org/
around. But the rewards when they and demanding.
Creativity - a must factor National Institute of Advertising,
arrive are worthwhile. Not for the faint of heart Delhi
A successful advertiser is the one
Job Positions who can create a commercial Continual deadlines in advertising http://www.niaindia.org/
Job positions and earnings in an message that the consumer will can cause high levels of stress and MET- Institute of Mass Media
agency vary with its size and remember. pressure. The advertiser may have http://www.met.edu/
turnover. Job positions given here Globally Oriented Players Needed to work all night or weekends to Mudra Institute of
may be considered as of a fairly ensure a presentation is properly Communications
The field of advertising is one of
good agency. Remuneration prepared to meet a pressing http://www.indiaedu.com/
the most global business career
package is proportional to proven deadline. WLC College of India
options available.
career record. Positions vary from Competition is Bloody http://www.wlccollege.org/
Online Oriented People Wanted
General Manager, Creative School of Broadcasting &
The burgeoning world of web Competition for beginning Communications
Director, Copywriter, Copy
advertising and e-commerce is advertising jobs is intense. You http://www.sbc.ac.in/
Training, Finishing Artists, Media
injecting new, dynamic growth into must be willing to start at the
Manager, Traffic Manager, Art bottom and work your way up. An
a traditional field. Look for huge FOREIGN INSTITUTES
Director, Print Production Manager opportunities in designing, internship in the advertising field
etc. The salary varies from arranging and selling online is a MUST! Many of these International Academy of Design
Rs. 4,000 to 1,45,000 per month advertising. internships will not pay so be and Technology
depending on the designation. prepared to struggle financially. http://www.academy.edu/
Be a Team Player
Skills Required The Art Institute
The ability to work in a team or Don’t Expect to Get Rich
Key Skill Area Requirement http://www.artinstitutes.edu/
to perform individual excellence
Starting pay is probably going to Academy of Arts University
People skills : High is important because you will have
be low. Remember, there are a lot http://www.academyart.edu/
Sales skills : High the opportunity to do both.
of people that want that Miami Ad School
Communication : Very High You Get Satisfaction / Satisfaction advertising job and the advertisers http://www.miamiadschool.com/
skills involved. know it. Be willing to start for low University for the Creative Arts
Analytical skills : Low There aren’t many jobs which pay knowing that as you gain http://www.ucreative.ac.uk/
Ability to : High allow your creativity and strategies experience you gain salary. Wigan and Leigh College
synthesize to come to life to be observed by http://www.wigan-leigh.ac.uk/
Creative ability : High thousands or even millions of RMIT
Initiative : Medium people. Work results are very http://www.rmit.edu.au/
Work hours : 40-70/week apparent !

Profession in Pharmacy Snippets on the profession Scope
POINTERS Develop different dosage forms like Job opportunities in R & D
tablets, capsules, injections, syrups, production department in
ON Pharmaceutics and ointments.
Ensure effectiveness, safety, stability
pharmaceutical industry

PHARMACY and patient acceptance
Discover and synthesize bulk drug R & D bulk drug Quality control
Medicinal and Analytical Computer aided drug designing and quality assurance department
Chemistry Standardize drug & its dosage form in
terms of its strength, identity & purity
Study drug effect on body and Medical, clinical research, R & D
understand mechanism of action of departments of pharmaceutical
the drugs industry. Clinical research
Pharmacology organizations to conduct clinical
DR. SUPRIYA SHIDHAYE
Principal trials on human beings to establish
VES College of Pharmacy activities of the drug products
What is pharmacy? Study medicinal plants and establish Herbal medicines and cosmetic
Pharmacy is a health profession that Pharmacognosy the activity of their constituents products industry; like Dabur,
deals with discovery, development Levers, Ayush range etc.
& use of medication for patient care.
Medication is an agent intended for Branch of pharmacy where Practice as a member of healthcare
use in diagnosis, treatment, cure or pharmacist provides patient care that team in community, patient care
prevention of disease. optimizes the use of medication and institutions and hospitals. In India,
promotes health of patients role of pharmacist in clinical
Who is a pharmacist? Clinical Pharmacy practices is yet to evolve With the
A person who tailors dose regimen introduction of 6 years Pharm. D.
for a patient, and assures maximum course after 12th std PCI is taking
safety with cost effectiveness, and steps to progress in this direction.
patient compliance.
>> page 09

Over the years a Ability to work as a team
the advertising as well as independently
has moved within deadlines
away its CLIENT SERVICING a Managing time and
traditional resources
definition. a Mediating and negotiating
T o d a y , skills
Advertising is a Making presentations
MS. MAYURA AMARKANT
Faculty, MET League a dynamic, a Synthesizing information
of Colleges diverse, a Problem solving skills
challenging, and rewarding
profession encompassing all media
C A R E E R S I N Career ladder of a Client
from billboards to television, 3 Selling of Advertising creative Servicing Executive:
backbone to the advertising agency
newspapers to internet search and its various functions. work and plans to clients Client Servicing Director/
engines. And advertising is here to 3 Financial management Account Director
stay; no matter how much the According to Rohan Mascarenhas,
promotional vehicle changes – former strategic planning director – The main aim of client servicing
Account Manager
business and government will Grey Worldwide (India) Private Ltd. begins with the agency to pitch the
always need to get their advertising ‘Client servicing is the 2nd toughest client, develop & maintain business
Advertising Manager
messages out. job after god’s. You have to keep all relations with them. A client servicing
the people happy at all the time, the executive / team strategize and plan
Even though the worth of an boss, the finance head, the brand the advertising process of the product Account Supervisor
Advertising agency is determined manager, the creative team, the for the client. The client first gives
by the quality of creatives work planner & last but not the least, a brief about his demands and Account Co-ordinator
and its effect on the brand’s growth, yourself.’ Client Servicing expectations about advertising his
the coordination between the client professionals are like partners in the brand. The client servicing executive Brand Associate
and the agency is of utmost client’s success stories. explains the requirements to the
importance. Client servicing creative team and ensures that work Account Executive
department is the main & executive The role of a good client servicing
is done as per client brief and presents
interface between the client and person entails:
the same to the client. A client Assistant Account Executive
the different verticals of an agency. 3 Identifying opportunities to servicing executive has to handle an
‘Client Servicing is identifying, build the client’s brand and account (product) in an ad agency Salary Structures: Being an
understanding & meeting client market share and delivering and keeps a continuous update with industry where the employee
requirement,’ says Ivan Couto, Vice them the marketing of the product i.e. attrition is extremely high, starting
President, Goldmine Advertising. growth, sales, competitors salaries are low. The organizations
3 Assisting in creating a usually pay higher salaries to
The client’s brief must be translated superior advertising advertising, their promotional moves
correctly and the creative team so they can plan their strategies employees who stay longer with
must be briefed clearly. In the 3 Ensuring smooth internal co- the company i.e. once they are sure
ordination with allied accordingly.
absence of a proper conduct of the loyalty and indispensability
functions – creativity, media Skills required to be a successful of the employee. The salary
between the Creative team at the
films, studio and production Client Servicing Professional structure for Management Trainee
Ad agency and the Client, the
satisfaction of the client will be at 3 Maintaining client contact and a Good Communication Skills profile in Client Servicing ranges
stake. As a result the agency may all the relevant documentation a Networking Skills from RS 1.80 - 4.00 lakhs per
lose the account. This is the reason 3 Internal projects coordination a Language Skills annum depending on the
why Client Servicing is like a true and management a Grooming candidature and agency size.

& Personnel Selection).IBPS sets b) Reasoning Abilities / Test of B : Descriptive Tests : These tests
Pre-Banking

the question paper for banking reasoning, c) English, d) General form part of the preliminary
recruitments for various Awareness / General Knowledge. screening & carry 100 marks. They
Exams

designations. However, clerical cadre are held for adjudging one’s
2. Banks come out with detailed examinations has a slight variation knowledge about surroundings –
advertisements throughout the like: the replacement of General General Awareness or command
year as when vacancies arise. Awareness by Clerical Aptitude & over English.
They do so through print & inclusion of subjects like Though the examinations derive
electronic media. The application Psychometric Tests, Computers, 50 per cent contents from
form can be either downloaded Marketing, etc., Banks are at liberty academics, another 50 per cent
from the Bank’s website or is to decide over combination of the comes from Logical deductions &
Today in this era of competition readily available across various above subjects & also inclusion or General Awareness. Nowadays, we
how can pre-banking exams remain railway book stalls. Aspirants are exclusion of subjects. have many institutions train
untouched? As the banking advised to purchase such Each subject carries 50 marks for students (names undisclosed
industry in India is witnessing applications only from clerical cadre examinations; judiciously) to face the competitive
change the competition exams to authorized sources in their own whereas, In case of officer cadre exams make sure you are with the
get into the banks have opened the interest. examinations the above subjects right one.
doors of possibilities to make one’s 3. Eligibility : In the present remain the same with the exception
scenario, many banks often set of Reasoning Ability/Test of Candidates not only have to qualify
career in banking. On the other
minimum percentile at reasoning carries 75 marks. such examinations but also have
hand there are many competitive
graduation level to be the eligible to score sufficiently high in merits
banking aspirants deviate from the The scoring in subjects except
criteria for the examinations. in order to receive a call for the
competition due to unavailability English is the marks obtained in the
Candidate need to have the next stage of
of resources, guidance or assistance entrance test. English is reckoned
required degree & should have screening
to guide them in this career. only for passing. Point to be noted,
attained prescribed age as on the w h i c h
Let us acquaint ourselves to the objective tests carry 0.25 negative
date of application. happens to be
various aspects as elaborated below marking for officer cadre though,
a Personal
of the examinations: 4. The examinations can be grouped clerical tests do not lay down any
i n t e r v i e w,
1. The pre-banking examinations as objective & descriptive tests: such conditions.
Group Dis-
are conducted for various A : Objective Tests : These tests Through the call letters bank inform cussions, etc. MR. RUPESH B. JADHAV
public & private sector banks often have four subjects viz., the candidates about the subjects and Manager
by IBPS (Institute for Banking a) Quantitative Aptitude, weight age for the examinations Dhanalaxmi Bank

MyEducationalGuide Mar-Apr 2010 issue

MyEducationalGuide Mar-Apr 2010 issue

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MyEducationalGuide Mar-Apr 2010 issue