Advertising & Digital Marketing — DU B.Sc. (Hons.) Home Science Previous Year Question Papers

1. Define the term advertising and explain the role of advertising in brand management. Discuss the different types of appeals used in advertising. 15 2. Explain the consumer decision-making process for a high-involvement product like a smartphone. Analyse how social media communities and influencer opinions - can intervene and influence the consumer at each stage of this journey. Discuss the main ethical issues advertisers must consider in 'their practices. - Illustrate your answer with examples and suggest measures that could ensure ethical compliance and explain the role played by the Advertising Standards Council of India (ASCI) in upholding these ethics. 15 What is Digital Marketing? How digital marketing is different from traditional marketing ? What are the different types of digital marketing? 15 (6) Data analyțics is crucial for measuring campaign success. Explain the function of tools like Google Analytics and Meta Insights. 7.5 6. (a) Compare and contrast Search Engine Optimization (SEO.) and Search Engine Marketing (SEM): ' 7.5 (b) Discuss the key platforms used in Social Media Marketing (SMM). Analyze how content creation strategies and audience engagement techniques vary across these platforms. 7.5 Write short notes on any three of the following: 5 marks each (a) Types of Advertisements (b) Pay-Per-Click (PPC) Advertising Model (c) Role of Artificial Intelligence (AI) in Digital Marketing (d) Cognitive Dissonance Theory (e) Advertising Campaign.