Bachelor Of Mass Media (BMM) SEM VI 2019 20 Oct 2019-20 ADVERTISING DIGITAL MEDIA Question Paper - Mumbai University | munotes

Questions asked in this paper

1. Q1 CASE STUDY: OLX unveiled its new brand identity, the first rebranding exercise after the launch in India since 11 years, as part of the global rollout. The rebranding is followed by a new brand tagline - ‘SET HAT in line with its new brand proposition to empower people to make smart choices. The campaign features OLX’s new philosophy: “every stage is momentary — just a milestone in the journey called life and at each stage, people need to make choices. The OLX platform helps people make these choices “smartly”. The high-decibel campaign plays on the words “SET HAT’, denoting the sense of satisfaction and confidence when one makes a smart choice. The campaign will go live on digital media on in the coming days 15 marks
   • a. marketer explain what are the key advertising objectives to promote this
   • b. How would you use Facebook as a platform to promote the campaign? 5
   • c. How would you use Twitter as a medium to promote the campaign? 5
2. Q2 Answer the following:
   • a. Explain in detail the three key concepts Interactivity, participation and immersion in
   • b. Explain On-Page Optimization in detail. 7
   • a. Explain the benefits of Digital Marketing 8
   • b. Discuss Organic Vs Inorganic Search 7
3. Q3 Answer the following:
   • a. Discuss Keyword optimization 8
   • b. What are Back links? How to Get Backlinks? How to Increase Page Rank? 7
   • a. Difference between traditional and digital media. 8
   • b. Discuss the Importance of social Media 7
4. Q4 Answer the following:
   • a. Discuss the Benefits of Having a Fan Page over a Personal Page on Facebook 8
   • b. Explain various Twitter marketing tools for business 7
   • a. What are the important features of Information Technology Act? 8
   • b. are the different Ways LinkedIn Can Build Your Brand and Generate Leads 7
5. Q5 Write short notes on any three of the following: 15 marks
   • a. Blog Marketing
   • b. Web Analytics
   • c. Website navigation
   • d. Components of Multi-media Core Principles of Content Writing
6. Q1 Ha (Interactivity, participation and immersion ) arm,

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