Retail Communication, Question Paper Download for B.Sc. Fashion Merchandising and Retail Management, Previous years Examination.

B.Sc. Fashion Merchandising and Retail Management (BSC FMRM)
Bfw-020: Retail Communication

Time: 3 hours Maximum Marks: 70

Note: Answer any seven questions. All questions carry equal marks.

1. Discuss the various store based and market based communication methods adopted by retailers.

2. "Many organisations use Television as a means of communication with its customers." Justify the statement with the help of suitable examples.

3. Discuss the rationale of providing sponsorships by retailers. Also discuss the various types of sponsorships.

4. Discuss the various advantages and disadvantages of sales promotional methods.

5. What do you understand by the term 'Consumer Behaviour'? Why is it important for promotional planners to understand consumer behaviour?

6. What is a 'Creative brief" ? What are the important factors which should be taken into account while writing a creative brief?

7. How can brand personality help in building the 'Brand Equity'?

8. Write short notes on any two of the following: 

(a) In-house Agency

(b) Undifferentiated Marketing Strategy

(c) Focus Group

(d) Celebrity Endorsement