Question Paper for PG Management Program

Examination: End Semester Semester: IV Academic Year: 2021 - 22

Course: Digital Marketing (Major) Ver: S-1
Maximum Marks: 50 Duration: 2 hours
Additional instructions:
 An additional 30 minutes time is allowed for converting your Answer Document to the required
format
 "Upload completed Answer Document(s) to https://forms.gle/dhqfbBEBW4G4Bxug9 as per
process"
 All questions are compulsory
 Number of marks allotted to each question is indicated against the question

PART A

Q1. What is interest and behaviour? Explain with example. (5)

Q2. What is the condition of one view in CPV bidding strategy? (5)

PART B

Q3. Four Bidders A, B, C and D have bid for the same keywords in a Search Campaign. All have bid on
Manual CPC bidding strategy. A is willing to pay Rs. 300 at the maximum for a click. For the same B
is willing to pay Rs. 250, C Rs. 200 and D Rs. 150. A gets a Quality Score of 3 for its ad on the
keyword, B gets 6, C gets 7 and D gets 5. There are 3 ad positions. Applying Google’s Second Price
Auction principle, calculate among A, B, C and D, who is going to get the top position, who will get
the second and who the third position. Also calculate the amount each has to pay if a visitor clicks on
his ad. Assume that the minimum denomination Google charge on a click is Re 1. (5)

Q4. You are the brand manager of a newly launched luxury watch brand ‘Tigone’. You are planning to
create awareness about Regal through online display and video advertisement. Explain with suitable
example how affinity, in-market, topic and keyword-based targeting can be used to target for Tigone.
How is keyword-based targeting different for online display advertisement and keywords used in
search marketing? (5)

Q5. A real estate company has built a new township in Ballygunge called “Upper South Side”. It’s a high
scale project targeting upper-class and upper middle-class families. Design a suitable audience using
segments available in Facebook. (5)

Q6. You are the communication manager of a NGO working against youth addictions. You want to create
a video campaign for an upcoming webinar about mental health called ‘Mental Workout’. You have
decided to shoot a promotion video for the same. What should be the optimal length of the video?
Explain your answer appropriately. (5)

Q7. You are selected the Head of planning for your upcoming Annual Fest ‘Ullash’ at your Institute. You
want to popularize the event using Facebook and Instagram and want young people from other
institutes all around the city to attend the event. Devise a 3 months strategy using various social media
tools to achieve your goal keeping in mind that you have a small campaign budget. (5)

PGP21-22/End Sem IV/DM(Major)/ver 1.0 Page 1 of 2

 PART C

Q8. Design an appropriate Social Media content calendar for Kolkata based online Grocery store ‘Social
Kirana’ for the month of May. (15)

PGP21-22/End Sem IV/DM(Major)/ver 1.0 Page 2 of 2