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    Time: 3 Hours Marks: 100: WWW - Zestband.in

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    Marketing Commissioner
    This document outlines a 3 hour, 100 mark exam with 4 questions. Question 1 involves remarketing, real-time bidding, inbound marketing, web 2.0, and customer personas in content marketing. Question 2 asks about the steps in search engine optimization and relevant tools. Question 3 provides a case study about a band conducting a concert and asks for a digital campaign strategy recommendation. Question 4 compares search and display advertising, asking students to fill in a table with metrics like CPM, CTR, and ROI.

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    Time: 3 Hours Marks: 100: WWW - Zestband.in

    Uploaded by

    Marketing Commissioner
    24 views2 pages
    This document outlines a 3 hour, 100 mark exam with 4 questions. Question 1 involves remarketing, real-time bidding, inbound marketing, web 2.0, and customer personas in content marketing. Question 2 asks about the steps in search engine optimization and relevant tools. Question 3 provides a case study about a band conducting a concert and asks for a digital campaign strategy recommendation. Question 4 compares search and display advertising, asking students to fill in a table with metrics like CPM, CTR, and ROI.

    Original Title

    DM ET B2T5 EMBA

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    This document outlines a 3 hour, 100 mark exam with 4 questions. Question 1 involves remarketing, real-time bidding, inbound marketing, web 2.0, and customer personas in content marketing. Question 2 asks about the steps in search engine optimization and relevant tools. Question 3 provides a case study about a band conducting a concert and asks for a digital campaign strategy recommendation. Question 4 compares search and display advertising, asking students to fill in a table with metrics like CPM, CTR, and ROI.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    24 views2 pages

    Time: 3 Hours Marks: 100: WWW - Zestband.in

    Uploaded by

    Marketing Commissioner
    This document outlines a 3 hour, 100 mark exam with 4 questions. Question 1 involves remarketing, real-time bidding, inbound marketing, web 2.0, and customer personas in content marketing. Question 2 asks about the steps in search engine optimization and relevant tools. Question 3 provides a case study about a band conducting a concert and asks for a digital campaign strategy recommendation. Question 4 compares search and display advertising, asking students to fill in a table with metrics like CPM, CTR, and ROI.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    of 2

    Time: 3 Hours Marks: 100

    1. a. Remarketing
    1. b. Real Time Bidding

    1. c. Inbound Marketing
    1. d. Web 2.0

    1. e. Customer Persona ‘in Context of Content Marketing’


    (8 x 5 = 40 marks)(5 pages)

    2. What are the steps involved in “Search Engine Optimization” process. Briefly explain each steps with
    suitable tools which can be used at respective steps.
    (20 marks)(4 pages)

    3. Your friend Nishant is a budding musician (Rock Star) and has formed a band named “Zest.” He has
    conducted several shows in Pune and Bangalore with audience size ranging from 1000-1500. He is
    now conducting even a bigger show (venue capacity 2500) at N-Convention located in Hi-Tec City,
    Hyderabad. The show is planned 2 months from now. The show passes are priced at Rs. 2000 per
    couple (with two beers free per person). There is also a provision to give discount of up to Rs. 500 for
    corporate and early bookings. Nishant understands that you have completed your MBA and have sound
    knowledge of running Google Adwords campaigns. He has approached you to roll out a Google
    Adwords Campaign and also agrees to pay Rs. 100 for every pass sold totally attributable to your
    campaign. He believes around 1000 seats can be filled directly through Adwords based online
    campaign and agreed to spend on average Rs. 150 per ticket sold. He has high hopes from you and
    feels he will be able to get these bookings through your marketing efforts. Nishant has also provided
    following details: Zest has a Youtube channel with more than 50 videos and around 550 subscribers.
    Zest has an active Facebook page with more than 5000 likes. Zest also has a 2 year old website named
    www.zestband.in with more than 5000 unique visitors monthly.
    You are required to suggest a Digital Campaign Strategy and other relevant details. Please ensure you
    cover the below aspects, along with other things that you will like to mention:
    -Channel/Platform you will use?

    -How much budget will you allocate across different channels/platform and why?
    -What types of ad(s) will you create and why (E.g. Search Ads/Disply ads)?

    -What will be your criteria for targeting?


    -What method of bidding will you choose etc?

    (20 marks)(4 pages)


    4. Explain briefly how Display and Search Advertising differ in the nature they attract customers;
    and complete the table with all the missing values (also show the formula used and
    calculations):

    Heads Google Search Network Facebook Display Network


    Visitors Per Month 4,300,000 19,000,000
    Total Ad Impressions 17,200,000 57,000,000
    CPM $106 $9.31
    Total Advertising Cost
    Number of Clicks
    Click Through Rate (CTR)
    Cost per Click $3.53 $0.67
    Conversion Rate (CR) 6% 2%
    Cost per Acquisition
    Number of Customers Acquired
    Contribution Per Sale $150 $45
    Total Income
    Total Profit
    Return on Investment (ROI)

    (5 + 15 marks = 20 marks)(4 pages)

    END OF THE QUESTION PAPER

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