Sem: Dec-2024 Maximum Marks: 50 Examination: End Exam Date: Duration: 2.5hrs
Programme code: 18 Programme: MBA for Working Executive	Class: SY	Semester: III Batch- 2023-24
College: K. J. Somaiya Institute of Management	Name of the department/Section/Center:
Course Code: 117P18C328	Name of the Course: Digital & Social Media Marketing
Instructions: Question 1 is compulsory Attempt any 2 from Question 2 to Question 4. Attempt all the sub–parts of the questions consecutively. Write clear, concise and relevant answers. Give relevant examples.

Question No.	Max. Marks
1	***Compulsory Question **** Read the attached case and answer the following questions: What are the various factors/ criteria to be considered when selecting a social media influencer? (10 marks) Who amongst the three shortlisted influencers would be most suited for the brand Lost Treasures? Give reasons. (7 marks) Compare and contrast the strategy of a brand using an influencer versus a celebrity brand ambassador. (8 marks)	30
2	Differentiate between contextual targeting and behavioral targeting. Illustrate with scenarios when contextual and behavioral targeting is best suited. (10 marks)	10
3	“Funtime” is a toy library startup. The startup wants to grow its awareness and would like to have many visitors coming on its website to check the toy collection and subscribe to the special inaugural offer. Being tight on promotional budgets, it is expecting some organic promotional strategies to achieve the desired. As a digital marketing expert, list any 3 activities that you would advise the startup to undertake. Detail the steps involved in any one of your suggestions. (10 marks)	10
4	Regalia a five-star resort inaugurated early last year, plans to maximize on post-pandemic revenge tourism. It has been aggressively marketing on digital media but is unable to draw many customers. There are some customers who feel that the experience and ambiance provided by Regalia is too little for the high price. Hence there are many negative online reviews and the average rating for the hotel is 3.76 on MakeMyTrip. Other hotel booking platforms have similar ratings and reviews. What would be your strategy for Regalia to attract a large number of customers this holiday season? (10 marks)	10