Mobile Marketing Fundamentals 5 — Questions and Answers
Question 1: What distinguishes 'mobile-first' design from 'responsive' design?
- Mobile-first design is built for small screens first and scaled up, while responsive design adapts from desktop down (Correct answer)
- Mobile-first design only works on iOS devices, while responsive works across all platforms
- Mobile-first design eliminates the need for desktop versions entirely
- Responsive design is faster to load than mobile-first design
Correct 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.
Question 2: Which user segment is most commonly targeted in a 'retargeting' campaign?
- Users who previously installed the app but became inactive (Correct answer)
- Users who have never heard of the brand
- Users currently active within the app
- Users who are loyal subscribers with high LTV
Correct 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.
Question 3: What is the role of 'SKAdNetwork' (SKAN) in iOS mobile advertising?
- Apple's privacy-preserving attribution framework that measures campaign performance without exposing user-level data (Correct answer)
- A tool for optimizing creative assets in Apple Search Ads campaigns
- An SDK that enables deep linking across iOS apps
- A network of Apple-verified advertising partners for app promotion
Correct 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.
Question 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)?
- 500% (Correct answer)
- 200%
- 50%
- 20%
Correct answer: 500%
ROAS = (LTV / CPI) × 100 = ($10 / $2) × 100 = 500%, meaning every dollar spent returns five dollars in lifetime value.
Question 5: Which mobile marketing channel typically has the highest open rate compared to other channels?
- SMS / text message marketing (Correct answer)
- Email marketing
- In-app push notifications
- Social media direct messages
Correct answer: SMS / text message marketing
SMS marketing consistently achieves open rates of 90%+ because text messages are almost always read shortly after receipt.
Question 6: What is the primary goal of 'user onboarding' flows in mobile apps from a marketing perspective?
- To activate users and demonstrate app value quickly to reduce early churn (Correct answer)
- To collect maximum personal data from new users
- To prompt users to leave a 5-star app store review immediately
- To upsell premium subscription plans to new users before they explore free features
Correct 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.
Question 7: Which of the following is an example of 'contextual targeting' in mobile advertising?
- Showing fitness app ads within a health and wellness article on a mobile news app (Correct answer)
- Showing ads to users who previously searched for fitness products online
- Showing ads to users located near a gym using GPS data
- Showing ads to users based on their age and gender demographics
Correct 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.
Mobile Marketing Fundamentals 5
What distinguishes 'mobile-first' design from 'responsive' design?