Bachelor Of Mass Media (BMM) SEM VI 2018 19 April 2018-19 ADVERTISING DIGITAL MEDIA Question Paper - Mumbai University | munotes

Questions asked in this paper

1. Q1 Case study15 The 2012 launch of the Snickers ‘You’re not you when you’re hungry’ campaign was a huge success, based on the insight that we can all act ‘out of character’ when we are hungry Mediacom found that making mistakes when you’re hungry is very common, and misspelling words when searching online is one of the most common mistakes people make. There are more than 10 million misspelled searches every day — and so Mediacom identified this as a good way to convey the key message to a large number of people, but target them in the perfect mind set to take the hunger message on board. The idea was that each time someone misspelt a word when searching on Google they received a tailored message to “Grab yourself a Snickers” as “Yu cant spelproperlie wen hungrie.” Mediacom worked with Google to construct a list of keywords that were a combination of the top misspelt words searched on Google based on its own data, cross-referenced with key words associated with the Snickers brand story. The results were shattering. The campaign reached a lot of people in a clever and impactful way with minimal investment Based on the case answer the following questions:
   • a. As a digital marketer explain what the key advertising objectives to promote this campaign
   • b. How would you use Facebook as a platform to promote the campaign? 5
   • c. How would you use Twitter medium to promote the campaign? 5
2. Q2 Answer the following:
   • a. Explain the important ‘on-page optimization’ techniques? 8
   • b. Write a note on reputation management 7
   • c. What is the difference between organic and inorganic search 8
   • d. Discuss the various types of web analytics. 7
3. Q3 Answer the following:
   • a) Mention some features of a good website? 8
   • b) What are the roles and responsibilities of good content writer? 7
   • c) Explain in detail any two successful campaigns on Facebook. 8
   • d) Give some instances when Google can penalize the site? 7
4. Q4 Answer the following:
   • a. Distinguish between traditional versus Digital marketing. 8
   • b. Discuss the Highlights of Information Technology Act 2000 7
   • c. Principles of digital media 8
   • d. Important features of Copy right act 7
5. Q5 Short notes on: (any 3) 15 marks
   • a. Disadvantages of social media
   • d. Features of linkedin
   • e. Role of YouTube in digital promotion
   • Q.P.Code: 34942
   • 2.3 ae TUT : 2082 not you when hungry’ Steel WAS fh yourself a Snickers” as “Yu cant spelproperlie wen hungrie.”
   • 2. Scat
   • H. Ha Ht ?
   • 3. Dal
   • Q.P.Code: 34942
   • 3. FAT

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