Mobile Marketing MCQ Basics 5 — Questions and Answers
Question 1: What is 'Cost Per Install' (CPI) used to measure in mobile marketing?
- The cost of developing an app
- The average amount spent to acquire one new app install through advertising (Correct answer)
- The cost of hosting an app on a server
- The fee charged by app stores per download
Correct answer: The average amount spent to acquire one new app install through advertising
CPI measures the average advertising spend required to generate one new app installation, a key metric for user acquisition campaigns.
Question 2: What distinguishes a 'rewarded video' ad format in mobile games?
- It plays automatically without user interaction
- Users earn in-app rewards in exchange for voluntarily watching the full video (Correct answer)
- It appears as a non-skippable ad before the game loads
- It is a video shown in a banner placement
Correct answer: Users earn in-app rewards in exchange for voluntarily watching the full video
Rewarded video ads are opt-in formats where users choose to watch a video ad in exchange for a virtual reward, such as extra lives or coins.
Question 3: Which metric best indicates the long-term value a customer is expected to generate for a mobile business?
- Cost Per Click (CPC)
- Customer Lifetime Value (CLV or LTV) (Correct answer)
- Return on Ad Spend (ROAS)
- Session Duration
Correct answer: Customer Lifetime Value (CLV or LTV)
Customer Lifetime Value (LTV) predicts the total revenue a business can expect from a single customer throughout their entire relationship.
Question 4: What is a 'QR code' used for in mobile marketing campaigns?
- Encrypting customer data for security
- Bridging offline media to online mobile experiences by directing users to a URL when scanned (Correct answer)
- Tracking server-side conversions
- Identifying a user's device type
Correct answer: Bridging offline media to online mobile experiences by directing users to a URL when scanned
QR codes allow brands to connect offline touchpoints (like print ads or product packaging) to digital mobile destinations by being scanned with a smartphone camera.
Question 5: In A/B testing for mobile marketing, what is the 'control'?
- The test with the most traffic
- The original, unchanged version used as a baseline for comparison (Correct answer)
- The winning variation after the test ends
- The metric being measured in the test
Correct answer: The original, unchanged version used as a baseline for comparison
In A/B testing, the control is the original version of the asset (ad, email, page) that the new variation is tested against.
Question 6: Which of the following best describes 'programmatic advertising' in mobile marketing?
- Manually negotiating ad placements with publishers
- The automated buying and selling of mobile ad inventory using software and algorithms (Correct answer)
- Creating ad creatives using code instead of design tools
- Running ads based on a fixed schedule programmed in advance
Correct answer: The automated buying and selling of mobile ad inventory using software and algorithms
Programmatic advertising automates the buying of mobile ad impressions through real-time auctions using algorithms and audience data.
Question 7: What is the primary goal of a mobile 're-engagement' campaign?
- To acquire new users who have never heard of the app
- To win back lapsed users who have stopped using the app (Correct answer)
- To increase brand awareness among a broad audience
- To upsell existing active users to a premium plan
Correct answer: To win back lapsed users who have stopped using the app
Re-engagement campaigns target users who have previously installed the app but have become inactive, aiming to bring them back.
Mobile Marketing MCQ Basics 5
What is 'Cost Per Install' (CPI) used to measure in mobile marketing?