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Digital Marketing - Question Paper Set-2 (Semester III) PDF

1) The document provides instructions for a digital marketing exam being conducted by Symbiosis Institute of Business Management, Nagpur. It outlines 5 questions in Section A and 1 case study question in Section B related to various digital marketing concepts. 2) Section B presents a case study about McCain Foods' festival season campaign "Iss Festival, McCain Ho Jaye" promoting their snacks. The campaign aims to position McCain as providing tasty snacks for festive occasions that don't require preparation time. 3) Students are required to evaluate the effectiveness of McCain's campaign and suggest key metrics to measure success. They also need to design keyword strategies for McCain's paid Google search

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Vikas Singh
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3K views

Digital Marketing - Question Paper Set-2 (Semester III) PDF

1) The document provides instructions for a digital marketing exam being conducted by Symbiosis Institute of Business Management, Nagpur. It outlines 5 questions in Section A and 1 case study question in Section B related to various digital marketing concepts. 2) Section B presents a case study about McCain Foods' festival season campaign "Iss Festival, McCain Ho Jaye" promoting their snacks. The campaign aims to position McCain as providing tasty snacks for festive occasions that don't require preparation time. 3) Students are required to evaluate the effectiveness of McCain's campaign and suggest key metrics to measure success. They also need to design keyword strategies for McCain's paid Google search

Uploaded by

Vikas Singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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SYMBIOSIS INTERNATIONAL (DEEMED UNIVERSITY)

(Established under Section 3 of the UGC Act, 1956)


Re-accredited by NAAC with ‘A’ Grade (3.58/4) Awarded Category – I by UGC
Seat No.

Institute : (0212) SYMBIOSIS INSTITUTE OF BUSINESS MANAGEMENT, NAGPUR


Programme : (021241) MASTER OF BUSINESS ADMINISTRATION
Batch : 2020-2022
Semester : III (Third)
Course Name : Digital Marketing
Course Code : 0212410314
Date : 25.11.2021 Maximum Marks : 40
Day : Thursday Time : 10:00 AM to 11:30 AM

Set 2
Instructions:
1. Students are advised to read the instructions given in Section A & Section B.
2. Students should write the page number on the top-right-side of each page of answer sheets.
3. Students should write the Question Number at the middle- top of the attempted answer and in the
left column so that the examiner cannot miss out the evaluation of that attempted question

Section – A (Attempt any 4 questions from 5 questions of Course


Q.
Section A)(Compulsory) Marks Outcomes
No.
4 Questions* 5 Marks = 20 Marks Mapped
Q1 People use social media to stay in touch and interact while 5 CO2
Businesses use social applications to market and promote their marks
products and track customer concerns. Suggest with reasoning the
most relevant and appropriate social media platform for following
situation: -
A company offering wide array of products and willing
to build corporate image amongst general public
Q2 “Blogging in B2B situations vary from B2C situations” Evaluate the 5 CO2
statement. marks
Q3 “A/B testing is a user experience research methodology”. Critically 5 CO1
discuss. marks
Q4 On 27 May 2021, Advertising Standards Council of India (ASCI) 5 CO1
released the final 'Guidelines for Influencer Advertising in Digital marks
Media' (Guidelines) which would have to be complied with for all
posts published by influencers on or after 14 June 2021. The
purpose is to enable consumers to identify and distinguish paid
promotional content from other content posted by the influencers.
Per the Guidelines, all posts published by social media influencers
or their representatives on digital media have to carry a disclosure
label such as including "Advertisement", "Ad", "Sponsored",
"Collaboration", "Employee", "Free Gift".
Discuss implications of these guidelines to Digital marketer
engaged in ‘influencer marketing’.
Q5 Suggest 5 KPIs for a firm engaged in financial advisory services 5 CO3
and running a video marketing campaign (on YouTube) to build marks
awareness and education about Mutual Fund investing amongst
perspective customers.
Section – B (Case Study) (Compulsory) 20 marks
Q6 Iss Festival, McCain Ho Jaye 20 CO3, CO4,
Indians celebrate with family and fun, and for both, food is a marks CO5
critical – even the most important – element, because great tasting (3+6+11)
food is at the heart of everything we do, and McCain today, thanks
to the quality and the great convenience of cooking fresh,
home-made snacks, today owns that space.

This led to the campaign ‘Iss Festival, McCain Ho Jaye’, and


it addresses homemakers and moms who, for the taste buds of
family members and unannounced guests alike, depend upon
quick-to-prepare, fresh, hot and tasty snacks. McCain.
Video campaign that seamlessly deploys a happy family, in the
midst of festive joy, to place McCain goodies on the viewer’s
mental homepage with a simple, evocative depiction of ‘Diwali is
enjoyment with gentle crackers and delicious snacks’
storyline that helps McCain snacks own the common noun with
mouth-watering visuals: Iss Festival, McCain Ho Jaye.

For the festive campaign, McCain Foods chose its range of exotic
snacks like Chilli Cheesy Nuggets, Potato Cheese Shotz, Cheese
Corn Mini Samosas, Chilli Garlic Potato Bites and more. And their
visual depiction promises delight for the tastebuds.
Swati Jain, Head of Sales and Marketing – Retail, McCain Foods,
says, “Consumers are always looking for delicious food; these needs
get accentuated in the festive times, when taste and time both are
of essence. Understanding this need, we at McCain are reminding
our consumers how they can enjoy festivities, with McCain snacks
by their side.

“We have adopted a content approach -organic and topical and


made our message relevant in the day to day lives of the consumer.
We strive to provide the best festive snack experiences to Indian
families that do not consume preparation time while being great in
taste,” Jain adds.

McCain campaign is all about adding great flavor to the festivities


with homemade hot snacks and appetizers to compliment various
meal occasions – an area it has claimed for itself.

a) Evaluate McCain’s campaign. What measures will you use


to gauge campaign’s effectiveness?
(9 Marks)

b) McCain further want to build traffic / footfall in stores and


ecommerce websites. Design key word strategy for Paid
Google search ads. Also suggest advanced ad formats?
(11 Marks)

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