Examination Paper of Digital Marketing1IIBM Institute of Business ManagementIIBM Institute of Business Management
Examination Paper MM.100
Digital Marketing
Section A: Objective Type & Short Questions (30 Marks) This section consists of Multiple choice and Short Note type questions Answer all the questions. Part one carries 1 mark each and Part Two carries 5 marks each.Part One:
Multiple choices:1. If Coca-Cola were to pay Web surfers a small fee to watch their ads, these ads would be called:
a) Interstitials.
b) Content sponsorships.
c) Banner ads.
d) Browser ads.2. Which of the following marketing practices would be about the same thing as the Internet
practice of viral marketing?
a) coupon clipping
b) word-of-mouth marketing
c) disintermediation
d) Tele-marketing3. Which of the following Web sites is the best illustration of a Web community?
a) Ben& Jerry‘s Ice Cream—www.benjerry.com.
b) Nike—www.nike.com.
c) Hallmark Greeting Cards—www.hallmark.com.
d) ivillage—www.ivillage.com.4. Jack Strong would like to receive up-to-date financial information so he can carefully manage
his financial portfolio. He decides to use Internet Financial Network‘s Info gate to supply
financial news, market data, and real-time stock quotes to his PC. Internet Financial Network is
supplying Mr. Strong with a ____________service.
a) Portal
b) corporate Web site
c) Webcasting
d) Interstitial5. Webcasting is also known as _____________, as it affords an attractive channel through which
online marketers can deliver their Internet advertising or other information content.
a) pull programming
b) push programming
c) customized programming
d) viral programming
Examination Paper of Digital Marketing2IIBM Institute of Business Management6. Along with its considerable promise, e-commerce faces many challenges. All of the following,
according to the text, would be among those challenges EXCEPT:
a) Poor revenue potential.
b) Limited consumer exposure and buying.
c) Skewed user demographics and psychographics.
d) Chaos and clutter.7. Online users still tend to be somewhat more upscale and more technology-oriented than the
general population. Which of the following e-commerce challenges most appropriately
corresponds with this statement?
a) ethical concerns
b) limited consumer exposure and buying
c) skewed user demographics and psychographics
d) chaos and clutter8. One study found that a Web site must capture a Web surfer‘s attention within eight seconds or
lose them to another site. Which of the following e-commerce challenges most appropriately
corresponds with this statement?
a) ethical concerns
b) security
c) skewed user demographics and psychographics
d) chaos and clutter9. The Johnson Company is seeking to expand its business onto the ―informati on highway‖ made
possible by recent advances in technology. To do this, the Johnson Company would most likely
choose the:
a) Internet.
b) Intranet.
c) Extranet.
d) Compunet.10. Which of the following is not the example of business to consumer (B to C) e-commerce?
a) Amazon.com
b) e-bay.com
c) Dell.com
d) Lastminute.comPart Two:1. Differentiate between house of brands and branded house strategies in the context of the
virtual medium offered by the internet. Use corporate examples to illustrate your viewpoint2. What are the different types of online advertisements?3. Write a short note on adaptive conversation.4. What is CGM? How can companies use CGM as an organizational resource to generate
positive word-of-mouth for its consumers?END OF SECTION A
Examination Paper of Digital Marketing3IIBM Institute of Business ManagementSection B: Caselets (40 marks) This section consists of Caselets. Answer all the questions. Each caselet carries 20 marks. Detailed information should form the part of your answer (Word limit 150 to 200 words).Caselet 1
DOMINO’SOrganised Pizza business in India is 12 years old. It started when Domino‘s and Pizza Hut, the two
biggest Pizza chains with origins in US entered India and set up stores. Before that the only pizzas
that Indians were used to were from a very few Italian restaurants and chains like Nirula‘s. Pizzas
were also served in 5 star hotels and were considered a very premium food back then. The category
consumers are the young Indians in the age group of 18 to 35 yrs. from SEC A and B. Domino‘s
started its first store in India in 1995. Today, with 576 stores across 123 cities in India (as of 31st
March 2013), Domino‘s is the market leader in the organized Pizza category with 67% market share
and also the largest International QSR chain in the country. The environment is a self-service,
hygienic, air-conditioned environment with cheerful but not decorative interiors, often with seating
for 15 to 40 customers. Our stores are self-service without any cutlery and customers eat out of Pizza
boxes and with their hands.
In the following years, the campaigns were more product / promotion centric. The 30 mins or free
delivery promise became one element of the Ads. The brand positioning continued to be ‗Hungry
Kya?‘ The focus was to position the brand as the makers of great tasting pizzas. This was done
through the launch of many new indulging Pizza products with communication revolving around new
and tasty products & craving for the Domino‘s pizza. The delivery occasion was retained as a context
of all the communication. Some of the successful launches were 3 Cheese Pizza, Double Burst Pizza,
Double Cheese Crunch Pizza, Cheese Burst Pizza, Calzone, and Stuffed Crunch Pizza. However, we
were still seen as an expensive brand and it continued to be an opportunity for further growth. In
2006, we cracked this code as well with the launch of Fun Meal range of pizzas starting at 45/- price
point. In 2008, we launched the Pizza Mania range of Pizzas starting at Rs 35/-, and since then we
have become a mass player in the category straddling the entire spectrum of price points and
consumer requirements. The Pizza Mania launch made us a very accessible brand and we had lot of
new customers coming into our stores who had never tried pizzas before in their lives.Questions:
1. How do we drive the frequency of our existing consumers and gain more share of eating out /
out-of-home food occasions?2. How do we remain relevant in our positioning ‗Yeh Hai Rishton ka time‘ & further
impregnate it in consumer minds across 120+ cities in India where we are present and new
cities we are moving into?Caselet -2
BlackBerryResearch in Motion is a leading manufacturer of wireless devices. The Canadian company‘s
Examination Paper of Digital Marketing4IIBM Institute of Business Management
breakthrough product was and continues to be the BlackBerry. However, the business faces a number
of strategic challenges. RIM has seen its stock performance stagnate while rivals such
as Apple and Google have performed strongly and started to erode its market dominance.A number of
strategic shifts in the Smartphone market have affected the company adversely. First, Apple has
fundamentally changed the sector with the launch of the iPhone. The device has established a
dominant position, especially in the consumer segment, and is now making inroads in the corporate
market that has traditionally been BlackBerry‘s dominant space. More recently, Apple has entered the
tablet PC market with the iPad. Second, the sharp growth in take-up of smart phones using Google‘s
Android operating system is also eating into BlackBerry‘s market share. These two challenges have
had a double-whammy negative impact on RIM as both volume growth and margins have eroded with
increased competition high quality global journalism requires investment. While some investors and
analysts have called for a dramatic change in RIM‘s operations, others fear that the company will
dilute its core competence by trying to compete with the iPhone and the Android platform. Instead,
RIM has taken a multipronged strategic approach. First, the company has strengthened its presence in
the enterprise market by introducing a number of new BlackBerry models, many of which have
improved touch screens to make the user experience more akin to competitor devices. Second, the
company has made strides in getting its ―App Store‖ off the ground. While it still lags behind the
iPhone and Android app stores, it has reached a critical mass with more than 15,000 apps, which at
least gives it a presence. A number of strategic shifts in the Smartphone market have affected the
company adversely. Second, the sharp growth in take-up of Smartphone using Google‘s Android
operating system is also eating into BlackBerry‘s market share. In recent years, avid BlackBerry users
were tempted by the iPhone. Now, the BlackBerry line has all the multimedia functionality of the
competitors, along with its core strength of security. The company‘s recent marketing strategy
showcasing the multimedia and social networking functionality of devices also suggests that RIM is
serious about expanding its consumer market share.1. Blackberry usually launches significant campaigns for the promotion of its product ranges. List all
the campaigns where blackberry has attempted to use the behavioral Internet theory for marketing.2. Make a chart to analyze success and failure points of the brand.END OF SECTION BSection C: Applied Theory (30 marks) This section consists of Long Questions. Answer all the questions. Each question carries 15 marks. Detailed information should form the part of your answer (Word limit 200 to 250 words).
Examination Paper of Digital Marketing5IIBM Institute of Business Management1. How can companies like Apple make use of influential individuals after identifying them?
Can the company benefit from a blogger outreach programme or a community programme or
use WhatsApp for leveraging influential customers?2. Identify and list tools being used by companies for online campaign management.END OF SECTION C
Examination Paper of Digital Marketing6IIBM Institute of Business ManagementIIBM Institute of Business Management
Examination Paper MM.100
Social Media Marketing
Section A: Objective Type & Short Questions (30 Marks) This section consists of Multiple choice and Short Note type questions Answer all the questions. Part one carries 1 mark each and Part Two carries 5 marks each.Part One:Multiple choices:
1. Internet advertising has some weaknesses because
a) It cannot reach a global audience
b) It does not deliver good targeted reach
c) It is not easy to track
d) It is not emotive2. Which of the following is not a weakness of using online in the media plan?
a) It is not emotive
b) It is subject to high levels of clutter
c) It can reach a global and local audience
d) It can be intrusive3. Mobile marketing to-date is most successful among
a) Asian consumers
b) Younger consumers
c) Spanish consumers
d) American consumers4. Mobile marketing has innovative ways to reach the consumer. Which of the following is not
one of them?
a) Barcode calls-to-action
b) Mobile apps
c) Yellow pages advertising
d) Mobile retail payments5. Geotargeting allows an advertising campaign to concentrate on a fixed locale through mobile
technology
a) True
b) False6. One advantage of Mobile marketing is that it is not
a) Inferior in its creative possibilities
b) Place-based media
c) Prone to security breaches
d) Dependent on GPS systems
Examination Paper of Digital Marketing7IIBM Institute of Business Management7. Mobile marketers are able to reach audiences
a) In real time
b) Using a ‗push‘ strategy
c) Using a ‗pull‘ strategy
d) All of the above8. The statistics on unique visitors on a mobile device are highly reliable
a) True
b) False9. One weakness of using mobiles in a media plan is
a) The message is long-lived
b) Privacy issues are of great concern among mobile users
c) All devices are standardized for easy use across operating systems
d) Rich content delivery is better than on a computer10. SIM stands for
a) Web 2.0 technologies
b) Social Instant Medium
c) Social Influence Marketing
d) Social Media MarketingPart Two:1. What is Social CRM? What are its functions and benefits?2. What are the advantages and disadvantages of Search Engine Marketing?3. Explain the elements of Online Promotion Mix in Marketing.4. Explain in detail the basis and types of Market Segmentation.END OF SECTION ASection B: Caselets (40 marks) This section consists of Caselets. Answer all the questions. Each caselet carries 20 marks. Detailed information should form the part of your answer (Word limit 150 to 200 words).Caselet – 1
FootwearYou are a leading local manufacturer of premium footwear and aspire to expand your brand.
On the basis of above. Answer the following questions:1. What will be your broad strategy to use the Internet for your goals?2. Explain briefly steps you would adopt to make your website.
Examination Paper of Digital Marketing8IIBM Institute of Business Management3. Explain innovative ways through which you will attract people to your website and make them
buy.Caselet – 2Twitter and Lok Sabha Elections 2014Twitter is characterized by micro blogging – content, that is, short and on target, courtesy the 140
character requirement. The medium found immense appeal amongst the politicians and also became
an online battle ground between rival parties.
The ease of usage and the rapid proliferation of content made it a hangout of veterans such as
Narendra Modi, Arvind Kejriwal, Shushma Swaraj, amongst others. The content hosted on Twitter
soon became the basis for political debates on Television. Twitter, India setup a dedicated vertical
whose mandate was to get political parties, politicians and influencers to engage with their audience
on Twitter. Acceptance of the virtual world and the convenience provided by the medium to reach the
masses was the flavour of the year.1. How did Facebook, Twitter, and Google use innovative techniques to facilitate conversations and
election coverage?2. How did political parties pro-actively react to the changes in society, education and Internet
Literacy and make use of the Internet to target the youth?END OF SECTION B
Section C: Applied Theory (30 marks) This section consists of Long Questions. Answer all the questions. Each question carries 15 marks. Detailed information should form the part of your answer (Word limit 200 to 250 words).1. How can a company use YouTube strategically for its brand communication? Why is YouTube
such an important site in terms of search?2. Explain with an example, how Google Analytics helps you measure traffic on your website?
How is the data helpful for your overall marketing efforts?END OF SECTION C
Examination Paper MM.100
Digital Marketing
Section A: Objective Type & Short Questions (30 Marks) This section consists of Multiple choice and Short Note type questions Answer all the questions. Part one carries 1 mark each and Part Two carries 5 marks each.Part One:
Multiple choices:1. If Coca-Cola were to pay Web surfers a small fee to watch their ads, these ads would be called:
a) Interstitials.
b) Content sponsorships.
c) Banner ads.
d) Browser ads.2. Which of the following marketing practices would be about the same thing as the Internet
practice of viral marketing?
a) coupon clipping
b) word-of-mouth marketing
c) disintermediation
d) Tele-marketing3. Which of the following Web sites is the best illustration of a Web community?
a) Ben& Jerry‘s Ice Cream—www.benjerry.com.
b) Nike—www.nike.com.
c) Hallmark Greeting Cards—www.hallmark.com.
d) ivillage—www.ivillage.com.4. Jack Strong would like to receive up-to-date financial information so he can carefully manage
his financial portfolio. He decides to use Internet Financial Network‘s Info gate to supply
financial news, market data, and real-time stock quotes to his PC. Internet Financial Network is
supplying Mr. Strong with a ____________service.
a) Portal
b) corporate Web site
c) Webcasting
d) Interstitial5. Webcasting is also known as _____________, as it affords an attractive channel through which
online marketers can deliver their Internet advertising or other information content.
a) pull programming
b) push programming
c) customized programming
d) viral programming
Examination Paper of Digital Marketing2IIBM Institute of Business Management6. Along with its considerable promise, e-commerce faces many challenges. All of the following,
according to the text, would be among those challenges EXCEPT:
a) Poor revenue potential.
b) Limited consumer exposure and buying.
c) Skewed user demographics and psychographics.
d) Chaos and clutter.7. Online users still tend to be somewhat more upscale and more technology-oriented than the
general population. Which of the following e-commerce challenges most appropriately
corresponds with this statement?
a) ethical concerns
b) limited consumer exposure and buying
c) skewed user demographics and psychographics
d) chaos and clutter8. One study found that a Web site must capture a Web surfer‘s attention within eight seconds or
lose them to another site. Which of the following e-commerce challenges most appropriately
corresponds with this statement?
a) ethical concerns
b) security
c) skewed user demographics and psychographics
d) chaos and clutter9. The Johnson Company is seeking to expand its business onto the ―informati on highway‖ made
possible by recent advances in technology. To do this, the Johnson Company would most likely
choose the:
a) Internet.
b) Intranet.
c) Extranet.
d) Compunet.10. Which of the following is not the example of business to consumer (B to C) e-commerce?
a) Amazon.com
b) e-bay.com
c) Dell.com
d) Lastminute.comPart Two:1. Differentiate between house of brands and branded house strategies in the context of the
virtual medium offered by the internet. Use corporate examples to illustrate your viewpoint2. What are the different types of online advertisements?3. Write a short note on adaptive conversation.4. What is CGM? How can companies use CGM as an organizational resource to generate
positive word-of-mouth for its consumers?END OF SECTION A
Examination Paper of Digital Marketing3IIBM Institute of Business ManagementSection B: Caselets (40 marks) This section consists of Caselets. Answer all the questions. Each caselet carries 20 marks. Detailed information should form the part of your answer (Word limit 150 to 200 words).Caselet 1
DOMINO’SOrganised Pizza business in India is 12 years old. It started when Domino‘s and Pizza Hut, the two
biggest Pizza chains with origins in US entered India and set up stores. Before that the only pizzas
that Indians were used to were from a very few Italian restaurants and chains like Nirula‘s. Pizzas
were also served in 5 star hotels and were considered a very premium food back then. The category
consumers are the young Indians in the age group of 18 to 35 yrs. from SEC A and B. Domino‘s
started its first store in India in 1995. Today, with 576 stores across 123 cities in India (as of 31st
March 2013), Domino‘s is the market leader in the organized Pizza category with 67% market share
and also the largest International QSR chain in the country. The environment is a self-service,
hygienic, air-conditioned environment with cheerful but not decorative interiors, often with seating
for 15 to 40 customers. Our stores are self-service without any cutlery and customers eat out of Pizza
boxes and with their hands.
In the following years, the campaigns were more product / promotion centric. The 30 mins or free
delivery promise became one element of the Ads. The brand positioning continued to be ‗Hungry
Kya?‘ The focus was to position the brand as the makers of great tasting pizzas. This was done
through the launch of many new indulging Pizza products with communication revolving around new
and tasty products & craving for the Domino‘s pizza. The delivery occasion was retained as a context
of all the communication. Some of the successful launches were 3 Cheese Pizza, Double Burst Pizza,
Double Cheese Crunch Pizza, Cheese Burst Pizza, Calzone, and Stuffed Crunch Pizza. However, we
were still seen as an expensive brand and it continued to be an opportunity for further growth. In
2006, we cracked this code as well with the launch of Fun Meal range of pizzas starting at 45/- price
point. In 2008, we launched the Pizza Mania range of Pizzas starting at Rs 35/-, and since then we
have become a mass player in the category straddling the entire spectrum of price points and
consumer requirements. The Pizza Mania launch made us a very accessible brand and we had lot of
new customers coming into our stores who had never tried pizzas before in their lives.Questions:
1. How do we drive the frequency of our existing consumers and gain more share of eating out /
out-of-home food occasions?2. How do we remain relevant in our positioning ‗Yeh Hai Rishton ka time‘ & further
impregnate it in consumer minds across 120+ cities in India where we are present and new
cities we are moving into?Caselet -2
BlackBerryResearch in Motion is a leading manufacturer of wireless devices. The Canadian company‘s
Examination Paper of Digital Marketing4IIBM Institute of Business Management
breakthrough product was and continues to be the BlackBerry. However, the business faces a number
of strategic challenges. RIM has seen its stock performance stagnate while rivals such
as Apple and Google have performed strongly and started to erode its market dominance.A number of
strategic shifts in the Smartphone market have affected the company adversely. First, Apple has
fundamentally changed the sector with the launch of the iPhone. The device has established a
dominant position, especially in the consumer segment, and is now making inroads in the corporate
market that has traditionally been BlackBerry‘s dominant space. More recently, Apple has entered the
tablet PC market with the iPad. Second, the sharp growth in take-up of smart phones using Google‘s
Android operating system is also eating into BlackBerry‘s market share. These two challenges have
had a double-whammy negative impact on RIM as both volume growth and margins have eroded with
increased competition high quality global journalism requires investment. While some investors and
analysts have called for a dramatic change in RIM‘s operations, others fear that the company will
dilute its core competence by trying to compete with the iPhone and the Android platform. Instead,
RIM has taken a multipronged strategic approach. First, the company has strengthened its presence in
the enterprise market by introducing a number of new BlackBerry models, many of which have
improved touch screens to make the user experience more akin to competitor devices. Second, the
company has made strides in getting its ―App Store‖ off the ground. While it still lags behind the
iPhone and Android app stores, it has reached a critical mass with more than 15,000 apps, which at
least gives it a presence. A number of strategic shifts in the Smartphone market have affected the
company adversely. Second, the sharp growth in take-up of Smartphone using Google‘s Android
operating system is also eating into BlackBerry‘s market share. In recent years, avid BlackBerry users
were tempted by the iPhone. Now, the BlackBerry line has all the multimedia functionality of the
competitors, along with its core strength of security. The company‘s recent marketing strategy
showcasing the multimedia and social networking functionality of devices also suggests that RIM is
serious about expanding its consumer market share.1. Blackberry usually launches significant campaigns for the promotion of its product ranges. List all
the campaigns where blackberry has attempted to use the behavioral Internet theory for marketing.2. Make a chart to analyze success and failure points of the brand.END OF SECTION BSection C: Applied Theory (30 marks) This section consists of Long Questions. Answer all the questions. Each question carries 15 marks. Detailed information should form the part of your answer (Word limit 200 to 250 words).
Examination Paper of Digital Marketing5IIBM Institute of Business Management1. How can companies like Apple make use of influential individuals after identifying them?
Can the company benefit from a blogger outreach programme or a community programme or
use WhatsApp for leveraging influential customers?2. Identify and list tools being used by companies for online campaign management.END OF SECTION C
Examination Paper of Digital Marketing6IIBM Institute of Business ManagementIIBM Institute of Business Management
Examination Paper MM.100
Social Media Marketing
Section A: Objective Type & Short Questions (30 Marks) This section consists of Multiple choice and Short Note type questions Answer all the questions. Part one carries 1 mark each and Part Two carries 5 marks each.Part One:Multiple choices:
1. Internet advertising has some weaknesses because
a) It cannot reach a global audience
b) It does not deliver good targeted reach
c) It is not easy to track
d) It is not emotive2. Which of the following is not a weakness of using online in the media plan?
a) It is not emotive
b) It is subject to high levels of clutter
c) It can reach a global and local audience
d) It can be intrusive3. Mobile marketing to-date is most successful among
a) Asian consumers
b) Younger consumers
c) Spanish consumers
d) American consumers4. Mobile marketing has innovative ways to reach the consumer. Which of the following is not
one of them?
a) Barcode calls-to-action
b) Mobile apps
c) Yellow pages advertising
d) Mobile retail payments5. Geotargeting allows an advertising campaign to concentrate on a fixed locale through mobile
technology
a) True
b) False6. One advantage of Mobile marketing is that it is not
a) Inferior in its creative possibilities
b) Place-based media
c) Prone to security breaches
d) Dependent on GPS systems
Examination Paper of Digital Marketing7IIBM Institute of Business Management7. Mobile marketers are able to reach audiences
a) In real time
b) Using a ‗push‘ strategy
c) Using a ‗pull‘ strategy
d) All of the above8. The statistics on unique visitors on a mobile device are highly reliable
a) True
b) False9. One weakness of using mobiles in a media plan is
a) The message is long-lived
b) Privacy issues are of great concern among mobile users
c) All devices are standardized for easy use across operating systems
d) Rich content delivery is better than on a computer10. SIM stands for
a) Web 2.0 technologies
b) Social Instant Medium
c) Social Influence Marketing
d) Social Media MarketingPart Two:1. What is Social CRM? What are its functions and benefits?2. What are the advantages and disadvantages of Search Engine Marketing?3. Explain the elements of Online Promotion Mix in Marketing.4. Explain in detail the basis and types of Market Segmentation.END OF SECTION ASection B: Caselets (40 marks) This section consists of Caselets. Answer all the questions. Each caselet carries 20 marks. Detailed information should form the part of your answer (Word limit 150 to 200 words).Caselet – 1
FootwearYou are a leading local manufacturer of premium footwear and aspire to expand your brand.
On the basis of above. Answer the following questions:1. What will be your broad strategy to use the Internet for your goals?2. Explain briefly steps you would adopt to make your website.
Examination Paper of Digital Marketing8IIBM Institute of Business Management3. Explain innovative ways through which you will attract people to your website and make them
buy.Caselet – 2Twitter and Lok Sabha Elections 2014Twitter is characterized by micro blogging – content, that is, short and on target, courtesy the 140
character requirement. The medium found immense appeal amongst the politicians and also became
an online battle ground between rival parties.
The ease of usage and the rapid proliferation of content made it a hangout of veterans such as
Narendra Modi, Arvind Kejriwal, Shushma Swaraj, amongst others. The content hosted on Twitter
soon became the basis for political debates on Television. Twitter, India setup a dedicated vertical
whose mandate was to get political parties, politicians and influencers to engage with their audience
on Twitter. Acceptance of the virtual world and the convenience provided by the medium to reach the
masses was the flavour of the year.1. How did Facebook, Twitter, and Google use innovative techniques to facilitate conversations and
election coverage?2. How did political parties pro-actively react to the changes in society, education and Internet
Literacy and make use of the Internet to target the youth?END OF SECTION B
Section C: Applied Theory (30 marks) This section consists of Long Questions. Answer all the questions. Each question carries 15 marks. Detailed information should form the part of your answer (Word limit 200 to 250 words).1. How can a company use YouTube strategically for its brand communication? Why is YouTube
such an important site in terms of search?2. Explain with an example, how Google Analytics helps you measure traffic on your website?
How is the data helpful for your overall marketing efforts?END OF SECTION C
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