Mobile Marketing Mobile Marketing MCQ 5 — Questions and Answers
Question 1: Apple's App Tracking Transparency (ATT) framework primarily impacts mobile marketers by:
- Increasing app store fees for paid apps
- Requiring user opt-in before apps can track them across other apps and websites (Correct answer)
- Banning third-party ad networks on iOS
- Limiting push notification frequency on iPhones
Correct answer: Requiring user opt-in before apps can track them across other apps and websites
ATT requires iOS apps to ask users for permission before accessing the IDFA for cross-app tracking, significantly limiting ad targeting on iOS.
Question 2: What is 'cohort analysis' used for in mobile marketing?
- Tracking individual influencer performance
- Comparing behavior of groups of users who share a common characteristic over time (Correct answer)
- Calculating the total ad spend for a campaign
- Measuring app download speeds
Correct answer: Comparing behavior of groups of users who share a common characteristic over time
Cohort analysis groups users by a shared trait (e.g., install date) and tracks their behavior over time to identify trends in retention and monetization.
Question 3: Which of the following best describes 'programmatic mobile advertising'?
- Manually negotiating ad placements with app publishers
- Automated buying and selling of mobile ad inventory in real time using data and algorithms (Correct answer)
- Creating mobile ads using programming languages like HTML5
- Scheduling ads to run at pre-set times each day
Correct answer: Automated buying and selling of mobile ad inventory in real time using data and algorithms
Programmatic advertising automates the buying and selling of ad inventory through real-time bidding (RTB) and data-driven targeting algorithms.
Question 4: A marketer notices high installs but very low Day-1 retention. The most likely area to investigate first is:
- Ad creative quality
- App onboarding experience (Correct answer)
- Keyword targeting strategy
- App store screenshot design
Correct answer: App onboarding experience
Low Day-1 retention suggests users are not finding enough value immediately after install, pointing to a poor onboarding flow as the primary culprit.
Question 5: What distinguishes a 'click-to-call' mobile ad from a standard display ad?
- It uses larger images than standard ads
- It allows users to initiate a phone call directly from the ad (Correct answer)
- It only appears in social media feeds
- It requires no creative assets to run
Correct answer: It allows users to initiate a phone call directly from the ad
Click-to-call ads include a phone number button that, when tapped, immediately dials the business, reducing friction for phone-based conversions.
Question 6: In the context of mobile email marketing, what does 'responsive design' ensure?
- Emails load faster on 5G networks
- Emails automatically adapt layout and font size to display correctly on any screen size (Correct answer)
- Emails can be replied to without opening a mail client
- Emails are delivered in real time without delays
Correct answer: Emails automatically adapt layout and font size to display correctly on any screen size
Responsive email design uses fluid layouts and media queries so the email renders properly regardless of the device or screen size used to read it.
Question 7: Which of the following is a benefit of using QR codes in mobile marketing campaigns?
- They eliminate the need for a mobile website
- They bridge offline and online experiences by directing physical audiences to digital content (Correct answer)
- They only work when scanned with a dedicated QR app
- They are trackable only by the printer, not the marketer
Correct answer: They bridge offline and online experiences by directing physical audiences to digital content
QR codes connect physical touchpoints (print, packaging, signage) to digital destinations, seamlessly moving offline audiences online.
Mobile Marketing Mobile Marketing MCQ 5
Apple's App Tracking Transparency (ATT) framework primarily impacts mobile marketers by: