CALABAR HIGH SCHOOL

MOCK EXAMINATION

END OF TERM

GRADE 13

Digital Media Unit 2

DURATION: 2 hours

GENERAL INSTRUCTIONS

This paper consists of 4 Section.

Answer ALL the questions on the paper provided.

This paper is worth 100 marks.

Name:____________________________________________

Date:______________________________________________

DO NOT TURN OVER THIS PAPER UNTIL TOLD TO DO SO

 Section A Multiple Choice (40 Marks)
1. Which of the following is the primary B) The number of clicks on an ad divided by the
difference between traditional media number of impressions
and digital media? C) The percentage of people who purchase after
A) Digital media uses print-based content viewing an ad
B) Digital media allows for real-time interaction D) The time spent viewing a webpage
C) Traditional media is faster
D) Traditional media is more interactive 9. Which of the following is a key
characteristic of "viral" content?
2. Which of the following is NOT A) It spreads slowly over time
considered a social media platform? B) It can be easily shared and reaches a large
A) Facebook audience quickly
B) Twitter C) It is only accessible to a small, niche group
C) YouTube D) It is not shareable
D) Google Chrome

3. Which technology is commonly used for 10. Which digital marketing method
real-time content sharing? focuses on content creation to attract
A) Social media and engage an audience?
B) Podcasting A) Content marketing
C) Blogging B) Pay-per-click advertising
D) Email marketing C) Influencer marketing
D) Affiliate marketing
4. Which of these is a type of digital
content? 11. What is a "landing page" in digital
A) Print advertisements marketing?
B) Television commercials A) A place where all digital content is stored
C) Blog posts B) A page designed to convert visitors into leads or
D) Radio ads customers
C) A blog post promoting a product
5. Which of the following best describes D) A page showing the brand’s social media links
the concept of "digital
transformation"? 12. Which of the following is an example of
A) Converting paper documents into digital files "native advertising"?
B) Using digital technologies to change how a A) Banner ads on a website
business operates and delivers value B) A sponsored post on Instagram that blends with
C) Moving all business processes to digital regular posts
platforms C) TV commercial ads
D) Switching from paper to digital marketing D) Email newsletters
materials
13. Which of the following is a feature of
6. What does SEO stand for in the context "responsive web design"?
of digital media? A) A website that changes its layout based on the
A) Social Engagement Optimization device used to view it
B) Search Engine Optimization B) A website that only works on desktop devices
C) Sales and Engagement Optimization C) A website that adjusts the content only on
D) Special Email Optimization mobile devices
D) A static design for all devices
7. Which of the following is an example of
user-generated content (UGC)? 14. Which of the following is an example of
A) A company’s TV commercial an intellectual property (IP) protection
B) A blog post written by a customer for digital content?
C) A professional video ad A) A copyright on a digital video
D) A corporate email B) A trademark for a logo
C) A patent for a digital tool
8. What is a "click-through rate" (CTR) D) All of the above
in digital advertising?
A) The rate at which visitors engage with email
content
 15. Which of the following is a benefit of C) Image-based content
social media for businesses? D) Data-driven content
A) It helps reduce customer engagement
B) It provides instant feedback and real-time 23. Which of the following is an example of
communication with customers digital content aggregation?
C) It is mostly used for internal communication A) A company posting its own content across
only various platforms
D) It reduces the need for content creation B) Collecting and sharing third-party content on a
website
16. Which platform is known for being a C) A business offering discounts on products
hub for video content and live D) Running email marketing campaigns
streaming?
A) Twitter 24. Which of these is the most common
B) YouTube metric for measuring website traffic?
C) LinkedIn A) Bounce rate
D) Pinterest B) Click-through rate (CTR)
C) Monthly unique visitors
17. Which of the following is a primary D) Conversion rate
focus of digital media strategies?
A) Maximizing print advertisements 25. Which type of digital content is most
B) Improving online visibility and engagement commonly used for personal
C) Reducing the cost of digital ads storytelling?
D) Limiting content sharing A) Podcasts
B) Blogs
18. What is the primary function of a C) Social media posts
chatbot in digital media marketing? D) E-books
A) To generate organic content
B) To facilitate customer engagement through 26. What does "big data" refer to in digital
automated messaging media?
C) To provide data analytics A) Large-scale digital content storage
D) To create visual content for social media B) The collection of vast amounts of user data to
analyze patterns and trends
19. Which of these best describes C) Social media activity
"programmatic advertising"? D) The process of optimizing search engines
A) Ads displayed to users based on behavioral data
B) A type of ad that uses only display banners 27. Which of the following best defines the
C) Ads based on random selection term "engagement" in social media
D) A form of email marketing marketing?
A) The number of followers a brand has
20. What is the purpose of "affiliate B) The amount of content produced
marketing"? C) The interactions users have with posts, such as
A) To create content for a company’s website likes, shares, and comments
B) To generate commissions by promoting other D) The total number of ads shown
companies' products
C) To run digital ads on social media 28. Which digital tool is commonly used for
D) To build websites for clients email marketing campaigns?
A) Google Analytics
21. What is the main function of digital B) Mailchimp
media analytics? C) Adobe Illustrator
A) To track sales transactions only D) Canva
B) To measure the effectiveness of digital
campaigns and content
C) To create visual ads 29. What is the "pay-per-click" (PPC)
D) To write blog posts advertising model?
A) The advertiser pays each time their content is
shared
22. What type of content does a "podcast" B) The advertiser pays each time someone clicks
typically consist of? on their ad
A) Text-based content C) The advertiser pays based on impressions
B) Audio or video content D) The advertiser pays only when the ad is viewed
 30. What is the main benefit of using
"retargeting" in digital advertising? 37. Which of the following is an example of
A) It targets new customers who have never content curation?
interacted with the brand A) Posting your own original blog articles
B) It shows ads to users who have previously B) Collecting and sharing articles from other
visited your website sources on your blog
C) It provides free ad impressions C) Running a paid social media ad campaign
D) It targets users based on demographics D) Writing a book

31. Which of the following is NOT an 38. Which of these is an example of

example of interactive digital media? "augmented reality" (AR)?
A) Video games A) An interactive 3D model on a website
B) Social media interactions B) A virtual reality game
C) Printed newspapers C) A Snapchat filter
D) Virtual reality D) A social media post

32. What is the purpose of "data analytics" 39. What does "user engagement" in social
in digital media marketing? media refer to?
A) To measure website traffic A) The number of followers a brand has
B) To track ad campaign performance and user B) The interactions between users and content (e.g.,
behavior likes, shares, comments)
C) To design new digital content C) The total number of views on a post
D) To write articles D) The revenue generated from ads

33. Which of the following platforms is 40. Which of these tools is commonly used
most associated with "influencer for website and content performance
marketing"? analysis?
A) Instagram A) WordPress
B) Twitter B) Google Analytics
C) Reddit C) Instagram Insights
D) LinkedIn D) Adobe Photoshop

34. What is the term for a website’s design

that adjusts based on the screen size of
the device?
A) Adaptive design
B) Flexible layout
C) Responsive design
D) Mobile-first design

35. Which of these is an example of a paid

digital media strategy?
A) Social media engagement
B) Content marketing
C) Pay-per-click (PPC) advertising
D) Blogging

36. Which term refers to an advertising

model where advertisers only pay when
a user clicks on an ad?
A) Cost per thousand impressions (CPM)
B) Cost per click (CPC)
C) Cost per acquisition (CPA)
D) Cost per engagement (CPE)
 Section B (30 Marks)

41. What are the key differences between a low-fidelity and a high-fidelity
wireframe? Provide examples.
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42. Explain the importance of user experience (UX) design in the creation of
wireframes.
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43. How can a mind map be useful in planning the structure of a website?
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44. Discuss the role of wireframes in creating responsive websites. Why are
wireframes important for mobile-first designs?
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45. Explain the process of wireframing for a new digital media project, from concept
to prototype.

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(6 Marks)
 Section C (30 Marks)
Wireframe Process Steps for a Website

1. Define Your Content (include at least 4 pages)

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(4 Marks)

2. Sketch a Rough Layout

(10 arks)
 3. How does "user-generated content" (UGC) contribute to a digital media
marketing strategy? Provide an example.
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(3 Mark)

4. What is a "call to action" (CTA), and why is it important in digital media

campaigns?
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(4Marks)

5. Fill in the Blank

Mind Map, Affiliate Marketing, Email Marketing, TikTok,

Programmatic, Content Marketing, Conversion Rate, Pay Per Click
(PPC), Search Engine Optimization (SEO), Search Engine
Optimization (SEO), Wireframe

1. A strategy for increasing online visibility through search engines.

________________________

2. Type of marketing where affiliates earn commissions by promoting products.

________________________

3. A platform commonly used for short-form video content creation and sharing.

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4. Term for the automatic buying and selling of digital ads.

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5. The content strategy focused on attracting and retaining customers through valuable

content. ________________________

6. A method for organizing ideas visually, often used in brainstorming sessions.

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7. A key performance indicator that measures the percentage of visitors who take the

desired action. ________________________

8. A targeted advertisement model where you pay based on the number of clicks.

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9. Digital marketing technique that uses email to communicate directly with customers.

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10. The process of improving a website's visibility in search engines.

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11. A structured plan or framework is used to map out the layout and design of a website.

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THE END