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Fundamentals Flashcards

7 cards from real Mobile Marketing practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

Read the first 7 Fundamentals flashcards as text

  1. What distinguishes 'mobile-first' design from 'responsive' design?

    Answer: Mobile-first design is built for small screens first and scaled up, while responsive design adapts from desktop down

    Mobile-first design starts with the smallest screen and progressively enhances for larger screens, while responsive design typically adapts a desktop layout to fit smaller screens.

  2. Which user segment is most commonly targeted in a 'retargeting' campaign?

    Answer: Users who previously installed the app but became inactive

    Retargeting campaigns re-engage lapsed or inactive users who showed prior interest but stopped using the app or completing desired actions.

  3. What is the role of 'SKAdNetwork' (SKAN) in iOS mobile advertising?

    Answer: Apple's privacy-preserving attribution framework that measures campaign performance without exposing user-level data

    SKAdNetwork is Apple's solution for measuring ad campaign effectiveness while preserving user privacy by reporting aggregated, anonymous conversion data.

  4. A mobile marketing campaign has a CPI of $2.00 and an average LTV of $10.00. What is the return on ad spend (ROAS)?

    Answer: 500%

    ROAS = (LTV / CPI) × 100 = ($10 / $2) × 100 = 500%, meaning every dollar spent returns five dollars in lifetime value.

  5. Which mobile marketing channel typically has the highest open rate compared to other channels?

    Answer: SMS / text message marketing

    SMS marketing consistently achieves open rates of 90%+ because text messages are almost always read shortly after receipt.

  6. What is the primary goal of 'user onboarding' flows in mobile apps from a marketing perspective?

    Answer: To activate users and demonstrate app value quickly to reduce early churn

    Effective onboarding guides new users to their 'aha moment' quickly, increasing activation rates and reducing the likelihood of early abandonment.

  7. Which of the following is an example of 'contextual targeting' in mobile advertising?

    Answer: Showing fitness app ads within a health and wellness article on a mobile news app

    Contextual targeting places ads based on the content of the page or app where the ad appears, not on individual user data.