NBU, B.Com : VAC: DIGITAL MARKETING SET-C Past Solved Paper 2023
UNIVERSITY OF NORTH BENGAL
Choose
the correct option: 2×30 = 60
1.
______, social media, mobile apps, and other digital channels are all examples
of digital marketing.
(A)
Search Engines
(B)
Websites
(C)
Emails
(D)
All of these
1. (D) All of these
Explanation: Digital marketing encompasses
various channels and platforms, including search engines, websites, emails,
social media, and mobile apps. Each of these channels plays a crucial role in
reaching and engaging with the target audience, making them all examples of
digital marketing.
2.
Content marketing aims to __________.
(A)
To drive profitable customer action
(B)
Distract defined audience
(C)
Lose defined audience
(D)
None of these
2. (A) To drive profitable
customer action
Explanation: Content marketing aims to
create and distribute valuable, relevant, and consistent content to attract and
retain a clearly defined audience. The ultimate goal of content marketing is to
drive profitable customer action, such as making a purchase, signing up for a
newsletter, or downloading a resource.
3.
Which social network is considered the most popular for social media marketing?
(A)
Twitter
(B)
Facebook
(C)
LinkedIn
(D)
Whatsapp
3. (B) Facebook
Explanation: Facebook is considered the most
popular social network for social media marketing due to its large user base,
extensive advertising options, advanced targeting capabilities, and robust
analytics tools. Businesses can reach a wide audience on Facebook and engage
with them through various content formats and ad formats.
4.
What is the purpose of influencer marketing in online marketing?
(A)
To increase social media engagement
(B)
To generate leads or sales
(C)
To improve search engine ranking
(D)
All of these
4. (D) All of these
Explanation: The purpose of influencer
marketing in online marketing is multifaceted. It aims to increase social media
engagement by leveraging the influence and credibility of social media
influencers. It also aims to generate leads or sales by tapping into the
influencer's audience and driving them to take action. Additionally, influencer
marketing can indirectly improve search engine ranking through increased brand
visibility and online mentions.
5.
What is WordPress?
(A)
It is a software used to press text
(B)
It is a text formatting software
(C)
It is a CMS (Content Management System)
(D)
It is a mail service
5. (C) It is a CMS (Content
Management System)
Explanation: WordPress is a widely-used
content management system (CMS) that allows users to create and manage websites
and blogs easily. It provides a user-friendly interface, customizable themes
and plugins, and robust publishing tools, making it a popular choice for
building and managing websites.
6.
What are web analytics?
(A)
Online methods for performing usability tests through the cloud
(B)
Web-based methods for performing analysis of video records and electronic logs
of user
interaction
(C)
Web-based methods for performing statistical analysis of data, using tools such
as SPSS
(D)
Online methods for analysing and visualising patterns of visiting a website,
viewing
6. (D) Online methods for analysing and visualising patterns of
visiting a website, viewing
Explanation: )
Online methods for analysing and visualising patterns of visiting a website,
viewing
refers to online methods for analyzing website
traffic and user behavior patterns. It involves using web analytics tools to
gather data on visitor interactions, such as page views and click-through rates.
Businesses utilize this data to optimize their websites for improved user
experience and engagement.
7.
What is full form of PPC pages?
(A)
Per Pay click
(B)
Pay Per click
(C)
Prize Per click
(D)
Both (A) and (B)
7. (B) Pay Per click
Explanation: PPC stands for Pay Per Click,
which is a digital advertising model where advertisers pay a fee each time
their ad is clicked. This model allows advertisers to bid on keywords relevant
to their target audience and display their ads on search engine results pages
or other platforms. Advertisers only pay when a user clicks on their ad, making
PPC a cost-effective advertising option.
8.
CPC formula is ________.
(A)
Advertising Cost/Number of clicks
(B)
Number of Clicks/Advertising cost
(C)
Advertising Cost/Percentage of clicks
(D)
Percentage of Clicks/Advertising cost
8. (A) Advertising
Cost/Number of clicks
Explanation: CPC (Cost Per Click) is a
metric used to measure the cost-effectiveness of a paid advertising campaign.
It is calculated by dividing the total advertising cost by the number of clicks
generated by the ads. CPC helps advertisers understand how much they are paying
for each click on their ads and optimize their campaigns for better
performance.
9.
The most common user identification technique is via ________.
(A)
Sessions (B) Cookies (C) Segmentation (D) Page views
9. (B) Cookies
Explanation: Cookies are small text files
stored on a user's computer by websites to track and store information about
their browsing behavior. Cookies are commonly used for user identification and
session management in web analytics. They allow websites to recognize returning
visitors, personalize the user experience, and track user interactions across
multiple sessions.
10.
Digital marketing plan is a document that outlines a company’s goals for ______
products and services online and how they expect to connect with them.
(A)
Selling (B) Promoting (C) Buying (D) Packaging
10. (B) Promoting
Explanation: A digital marketing plan is a strategic document that outlines a company's goals and objectives for promoting its products and services online. It includes detailed plans for reaching the target audience, engaging with them through various digital channels, and driving desired actions such as purchases or sign-ups.
11. The POEM is
a marketing methodology used by digital marketing experts to formulate the
social media marketing strategy, and it stands for __________.
(A) Published,
Owned and Earned Media
(B) Paid, Owned
and Earned Media
(C) Paid,
Online, and Earned Media
(D) Paid,
Owned, and Electronic Media
11.
(B) Paid, Owned and Earned Media
Explanation: POEM stands for Paid, Owned,
and Earned Media, a marketing methodology used to develop social media
marketing strategies. Paid media involves paid advertising, owned media refers
to owned channels like websites, and earned media encompasses organic mentions
and shares.
12. ________ is
one of the most common ways of buying digital media.
(A) CPM (B) CPC
(C) CPL (D) CPA
12.
(A) CPM
Explanation: CPM (Cost Per Mille) is a
common digital media buying model where advertisers pay for every 1000
impressions of their ad. It's widely used for display advertising campaigns.
13. Facebook
was founded by ________.
(A) Jack Dorsey
(B) Noah Glass
(C) Biz Stone
(D) Mark
Zuckerberg
13.
(D) Mark Zuckerberg
Explanation: Mark Zuckerberg is the co-founder
of Facebook, along with his college roommates Andrew McCollum, Eduardo Saverin,
Chris Hughes, and Dustin Moskovitz.
14. The small
messages that can be read and written on Twitter are known as ________.
(A) Tweeks (B)
Tweezers (C) Tweets (D) Twit This
14.
(C) Tweets
Explanation: Tweets are short messages
posted on Twitter, limited to 280 characters. They are used for sharing
thoughts, news, and updates with followers on the platform.
15. In addition
to searching for jobs, staying connected with professionals, and recruiting new
employees, ________ also helps us promote our business with advice from
experienced employees.
(A) LinkedIn
(B) Facebook (C) Instagram (D) Twitter
15.
(A) LinkedIn
Explanation: LinkedIn is a professional
networking platform used for job searching, connecting with professionals,
recruiting, and business promotion. It offers features like LinkedIn Groups and
Company Pages for business promotion and networking.
16. A notable
feature of ________ is the disappearance of messages and content.
(A) Facebook
(B) YouTube (C) Snapchat (D) None of these
16.
(C) Snapchat
Explanation: Snapchat is known for its
disappearing messages and content feature. Users can send photos, videos, and
messages that disappear after being viewed by the recipient.
17. The search
engine results pages display your ad above organic results when users search
for related ________.
(A) Tags (B) Meta tags (C) Key Words (D) Pages
17.
(C) Key Words
Explanation: Search engine results pages
(SERPs) display ads above organic results when users search for related
keywords. Advertisers bid on keywords relevant to their products or services to
have their ads shown to users searching for those terms.
18. What is the
name of Facebook’s Analytics tools? (A) Facebook Analytics (B) Edge Rank (C)
Page Rank (D) Insights
18.
(D) Insights
Explanation: Facebook's Analytics tool is called Insights. It provides data and metrics on page performance, audience demographics, post engagement, and ad campaign effectiveness for businesses and page owners to analyze and optimize their Facebook presence.
19. Which one
of the following is an example of Paid Media?
(A)
Work-of-mouth marketing
(B) Social
Media Pages owned by a brand
(C) Viral
Marketing
(D) Search
Engine Marketing
19. (D) Search Engine
Marketing
Explanation: Search Engine Marketing (SEM)
involves paid advertising on search engines like Google or Bing. It includes
strategies such as pay-per-click (PPC) advertising, where advertisers bid on
keywords to have their ads displayed in search engine results pages.
20. ________ is
a type of Facebook Ads that automatically promotes your products to people who
have visited your website or app.
(A) Page Post
Engagement
(B) View
Content
(C) Lead Ads
(D) Dynamic
Product Ads.
20. (D) Dynamic
Product Ads
Explanation: Dynamic Product Ads on
Facebook automatically promote products to users who have previously visited
the advertiser's website or app. These ads dynamically showcase products based
on users' browsing behavior, encouraging them to complete their purchase.
21. Google was
launched in the year ________.
(A) 1997 (B)
1998 (C) 1999 (D) 2000
21. (B) 1998
Explanation: Google was launched in 1998 by
Larry Page and Sergey Brin while they were Ph.D. students at Stanford
University. Initially, it was a research project called Backrub before it
became Google.
22. Display
advertising uses which of the following elements to market products or
services.
(A) Video (B)
Image (C) Text (D) All of these
22. (D) All of these
Explanation: Display advertising utilizes
various elements such as images, videos, and text to market products or
services. These elements are displayed on third-party websites to attract
potential customers and drive conversions.
23. Which of
the following content types or twitter allows you to connect multiple tweets together
to share a longer piece of content?
(A) Test (B)
Live streaming (C) Threads (D) Polls
23. (C) Threads
Explanation: Threads on Twitter allow users to
connect multiple tweets together to share a longer piece of content or tell a
story. Users can reply to individual tweets within a thread, making it easier
to follow the conversation.
24. Which
metric in YouTube Analytics sees how long viewers are watching your videos and which
parts of your videos are keeping them engaged?
(A) Playback
locations
(B) Traffic
sources
(C) Audience
retention
(D) Subscriber
and watchtime
24. (C) Audience
retention
Explanation: Audience retention is a metric
in YouTube Analytics that shows how long viewers are watching your videos and
which parts of your videos are keeping them engaged. It helps creators
understand viewer behavior and optimize their content for better engagement.
25. ________ is
an AI algorithm that helps Google understand the intent behind a user’s query and
return more relevant results.
(A) Core
updates
(B) Panda
(C) Rank Brain
(D) Mobile
First Indexing
25. (C) Rank Brain
Explanation: RankBrain is an AI algorithm
developed by Google to understand the intent behind user queries and deliver
more relevant search results. It uses machine learning to interpret search
queries and improve search accuracy.
26. ________ is
a SEO technique that increases your search engine ranking.
(A) Web
Analytics (B) Cookies (C) CMS (D) Link Building
26. (D) Link Building
Explanation: Link building is an SEO
technique that involves acquiring hyperlinks from other websites to your own.
It is a crucial factor in increasing search engine rankings as search engines
consider backlinks as a vote of confidence in the quality and relevance of your
content.
27. The nature
of Digital Marketing is ________.
(A) Dynamic (B)
Demographic (C) Static (D) Behavioural
27. (A) Dynamic
Explanation: The nature of Digital
Marketing is dynamic, characterized by constant evolution, technological
advancements, and changing consumer behaviors. Strategies and tactics need to
adapt rapidly to keep pace with the ever-changing digital landscape.
28. ________ is
a metric showing the amount of value generated by your investments in social media.
(A) Googlebot
(B) SEO
(C) Facebook
Insights
(D) Social
Media ROI
28. (D) Social Media
ROI
Explanation: Social Media ROI (Return on
Investment) is a metric that measures the amount of value generated by
investments in social media marketing activities. It helps businesses assess
the effectiveness and profitability of their social media campaigns.
29. Short,
edited video clips that are shared on Instagram is known as
(A) Like videos
(B) IGTV (C) Reels (D) Stories
29. (C) Reels
Explanation: Reels are short, edited video
clips shared on Instagram. They allow users to create and discover entertaining
and engaging video content, similar to features found on other platforms like
TikTok.
30. ________ is
the practice by which companies send informational and product-focused content via
an emailed letter to a subscriber list that has companies potential and
existing customers.
(A) Email
Marketing
(B) Newsletter
Marketing
(C) Mobile
Marketing
(D) Affiliate
Marketing
30. (B) Newsletter
Marketing
Explanation: Newsletter Marketing involves
sending informational and product-focused content via email to a subscriber
list consisting of potential and existing customers. It is a form of email
marketing aimed at nurturing leads, promoting products, and building brand
loyalty through regular communication.
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