There are FOUR $(4)$ questions in this question paper. Read Article $1$ and Article $2.$ Answer ALL questions in the answer booklet.

Choose a branded product that corresponds with your gender. For example, if you are male, a suitable branded product would be 'Clear for Men' shampoo, and if you are female, you might consider 'Pantene' shampoo. You assume the role of a brand manager for that branded product.

Considering the FIVE $(5)$ stages of the consumer decision$-$making process, explain how can you utilize digital marketing strategies to influence consumers to choose and purchase your branded products.

Instructions:

State the product and brand that you are marketing.

The decision$-$making process involves five stages. Explain how you can utilize digital marketing strategies at each stage of the consumer decision$-$making process to influence consumers to choose and purchase the product and brand you are marketing.

$(20$ Marks$)$

Read Article $1$ and answer the following question.

$2.$ Recommend the SEO strategies implemented by EcoClean using the given concepts below. Provide a detailed explanation of the process for each concept, including how the strategies were applied and the steps taken to execute them effectively.

i$.$ On page SEO strategy

$(5$ Marks$)$

ii$.$ Off page SEO strategy

$(5$ Marks$)$

iii. Backlinking

$(5$ Marks$)$

iv$.$ Breadcrumbs

$(5$ Marks$)$

$($Total: $20$ Marks$)$

Read Article $2$ and answer the following questions.

$3.$ Do you think these SOCMED influencers can replace more traditional celebrities such as athletes, actors$/$actresses$,$ and entertainers as advertising spokespersons? Justify with TWO $(2)$ points.

$(10$ Marks$)$

$4.$ Is it ethical to use SOCMED, as some bloggers may not be disclosing the fact that they are being compensated for product or brand endorsement? Justify with TWO $(2)$ points.

$(10$ Marks$)$