Mobile Marketing MCQ Basics 4 — Questions and Answers
Question 1: Which of the following is a key regulatory requirement for SMS marketing in the United States?
- Sending messages only between 8am and 9pm
- Obtaining prior express written consent under the TCPA (Correct answer)
- Limiting messages to 160 characters
- Using a 5-digit short code
Correct answer: Obtaining prior express written consent under the TCPA
The Telephone Consumer Protection Act (TCPA) requires marketers to obtain prior express written consent before sending promotional SMS messages.
Question 2: What is a 'lookalike audience' in the context of mobile advertising?
- Users who look at an ad more than once
- Users who have the same device as your existing customers
- A new audience that shares similar traits with your existing best customers (Correct answer)
- Users who are in the same geographic location as your customers
Correct answer: A new audience that shares similar traits with your existing best customers
A lookalike audience is a targeting method that finds new potential customers who share behavioral and demographic traits with your existing high-value customers.
Question 3: In mobile marketing, what is 'churn rate'?
- The rate at which new users download an app
- The rate at which users stop using an app or unsubscribe over a period (Correct answer)
- The frequency at which users make in-app purchases
- The speed at which an app loads for users
Correct answer: The rate at which users stop using an app or unsubscribe over a period
Churn rate measures the percentage of users who stop engaging with or uninstall an app within a given time period.
Question 4: What is the purpose of a 'mobile marketing funnel'?
- To filter out invalid mobile traffic
- To map the stages a user moves through from awareness to conversion on mobile (Correct answer)
- To organize push notifications by priority
- To segment users by their device type
Correct answer: To map the stages a user moves through from awareness to conversion on mobile
A mobile marketing funnel maps the stages (awareness, consideration, conversion, retention) a user goes through on their journey to becoming a customer.
Question 5: Which mobile ad bidding strategy automatically sets bids to maximize conversions within a set budget?
- Manual CPC
- Target CPM
- Target CPA (Cost Per Acquisition) (Correct answer)
- Enhanced CPC only
Correct answer: Target CPA (Cost Per Acquisition)
Target CPA bidding uses machine learning to automatically set bids that maximize conversions at your desired cost per acquisition.
Question 6: What does 'DAU' stand for in mobile app analytics?
- Device Activation Units
- Daily Active Users (Correct answer)
- Digital Advertising Utility
- Data Analytics Uptime
Correct answer: Daily Active Users
DAU stands for Daily Active Users, a metric that measures how many unique users engage with an app within a single day.
Question 7: Which type of mobile marketing communication can be delivered even when an app is closed?
- In-app messages
- Interstitial ads
- Push notifications (Correct answer)
- Banner ads
Correct answer: Push notifications
Push notifications can be delivered to a user's device even when the app is not actively open, appearing on the lock screen or notification tray.
Mobile Marketing MCQ Basics 4
Which of the following is a key regulatory requirement for SMS marketing in the United States?