Mobile Marketing Fundamentals 5

Question 1

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

Accepted Answer

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

Answer

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?

Accepted Answer

Users who previously installed the app but became inactive

Answer

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?

Accepted Answer

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

Answer

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)?

Accepted Answer

500%

Answer

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?

Accepted Answer

SMS / text message marketing

Answer

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

Mobile Marketing Practice Test

Mobile Marketing Practice Test

Mobile Marketing Fundamentals 5