Exam Details
| Subject | Retail Communication | |
| Paper | ||
| Exam / Course | B.Sc Fashion Merchandizing & Retail Management (BSCFMRM) | |
| Department | School of Engineering & Technology (SOET) | |
| Organization | indira gandhi national open university | |
| Position | ||
| Exam Date | December, 2016 | |
| City, State | new delhi, |
Question Paper
1. Explain the four best-known response hierarchy models. What are their implications for advertisers
2. Discuss the advantages and limitations of the following (Attempt any two)
TV Advertising
Price Deals
Buy-back Offers
3. What is the role of humour in advertising Discuss its positive and negative aspects. Give suitable examples of advertisements containing humour appeal.
4. Discuss the profile of high and low involvement consumers. How is each group likely to behave in case of routinely purchased low cost products
5. How does the use of celebrities as brand ambassadors help retail brands in achieving their strategic and long term objectives
6. Direct marketing is the use of direct media to reach the target customers. Discuss the various reasons for the increased use of direct marketing by retailers. Also, discuss the advantages and disadvantages of direct marketing as a communication tool.
7. Radio advertising uses different types of appeals to reach out to the maximum number of customers. Enumerate the various types of appeals in radio advertising. Also, discuss the various advantages and disadvantages of radio advertising.
8. Discuss the objectives of window display, along with various methods of window display.
9. What factors should be considered while deciding about advertisement budget for a retail store What is "Top-down approach" in the context of advertisement budgeting
10. Write short notes on any two of the following
In-house advertising agency
Undifferentiated marketing strategy
Focus group
Image advertising
2. Discuss the advantages and limitations of the following (Attempt any two)
TV Advertising
Price Deals
Buy-back Offers
3. What is the role of humour in advertising Discuss its positive and negative aspects. Give suitable examples of advertisements containing humour appeal.
4. Discuss the profile of high and low involvement consumers. How is each group likely to behave in case of routinely purchased low cost products
5. How does the use of celebrities as brand ambassadors help retail brands in achieving their strategic and long term objectives
6. Direct marketing is the use of direct media to reach the target customers. Discuss the various reasons for the increased use of direct marketing by retailers. Also, discuss the advantages and disadvantages of direct marketing as a communication tool.
7. Radio advertising uses different types of appeals to reach out to the maximum number of customers. Enumerate the various types of appeals in radio advertising. Also, discuss the various advantages and disadvantages of radio advertising.
8. Discuss the objectives of window display, along with various methods of window display.
9. What factors should be considered while deciding about advertisement budget for a retail store What is "Top-down approach" in the context of advertisement budgeting
10. Write short notes on any two of the following
In-house advertising agency
Undifferentiated marketing strategy
Focus group
Image advertising
Other Question Papers
Departments
- Centre for Corporate Education, Training & Consultancy (CCETC)
- Centre for Corporate Education, Training & Consultancy (CCETC)
- National Centre for Disability Studies (NCDS)
- School of Agriculture (SOA)
- School of Computer and Information Sciences (SOCIS)
- School of Continuing Education (SOCE)
- School of Education (SOE)
- School of Engineering & Technology (SOET)
- School of Extension and Development Studies (SOEDS)
- School of Foreign Languages (SOFL)
- School of Gender Development Studies(SOGDS)
- School of Health Science (SOHS)
- School of Humanities (SOH)
- School of Interdisciplinary and Trans-Disciplinary Studies (SOITDS)
- School of Journalism and New Media Studies (SOJNMS)
- School of Law (SOL)
- School of Management Studies (SOMS)
- School of Performing Arts and Visual Arts (SOPVA)
- School of Performing Arts and Visual Arts(SOPVA)
- School of Sciences (SOS)
- School of Social Sciences (SOSS)
- School of Social Work (SOSW)
- School of Tourism & Hospitality Service Sectoral SOMS (SOTHSM)
- School of Tourism &Hospitality Service Sectoral SOMS (SOTHSSM)
- School of Translation Studies and Training (SOTST)
- School of Vocational Education and Training (SOVET)
- Staff Training & Research in Distance Education (STRIDE)
Subjects
- Applied Science
- Business Communication-I
- Business Communication-II
- Business Economics
- Computer Science
- Consumer Behaviour
- Customer Relationship Management
- Elements of Fashion
- Financial Management
- Franchising
- Fundamentals Of Management
- Fundamentals of Retail-I
- Fundamentals of Retail-II
- Import Export Documentation
- International Retailing
- Introduction To Manufacturing Technique
- Mall Management
- Managerial Economics
- Manufacturing Technique - I
- Manufacturing Technique - Ii
- Marketing Management
- Non-Store Retailing
- Personality Development
- Principles Of Management
- Product Knowledge - I
- Product Knowledge / Material Foundation
- Product Knowledge-Ii
- Retail Banking
- Retail Communication
- Retail Merchandising-I
- Retail Merchandizing - II
- Retail Merchandizing - Iii
- Retail Operations - Ii
- Retail Operations-I
- Retail Organization - I
- Retail Organization Ii
- Retail Planning & Site Selection
- Retail Strategy
- Seles Management
- Supply Chain Management