Mobile Marketing Practice Test 2 — Questions and Answers
Question 1: Which mobile ad format overlays the entire screen and typically appears between content transitions?
- Banner ad
- Interstitial ad (Correct answer)
- Native ad
- Rewarded ad
Correct answer: Interstitial ad
Interstitial ads are full-screen ads that cover the interface and appear at natural transition points such as between game levels or article pages.
Question 2: What does the term 'app store optimization' (ASO) primarily aim to improve?
- In-app purchase rates
- App visibility and download conversion in app stores (Correct answer)
- Push notification open rates
- Mobile website load speed
Correct answer: App visibility and download conversion in app stores
ASO improves an app's ranking and conversion rate in the App Store or Google Play by optimizing titles, keywords, descriptions, and screenshots.
Question 3: A mobile marketer wants to re-engage users who abandoned a shopping cart. Which channel is most direct?
- Display retargeting
- Push notifications (Correct answer)
- Social media ads
- Email drip campaigns
Correct answer: Push notifications
Push notifications are delivered directly to a user's device lock screen, making them the most immediate channel for cart abandonment re-engagement.
Question 4: What is 'deep linking' in the context of mobile marketing?
- Linking to deeply buried website pages
- Directing users to a specific screen within an app rather than its home screen (Correct answer)
- Embedding multiple links in a single push notification
- Using anchor tags in mobile web pages
Correct answer: Directing users to a specific screen within an app rather than its home screen
Deep linking routes users directly to a specific in-app location, such as a product page, improving user experience and conversion.
Question 5: Which metric measures the percentage of users who click on a mobile ad?
- Conversion rate
- Click-through rate (CTR) (Correct answer)
- Cost per mille (CPM)
- Return on ad spend (ROAS)
Correct answer: Click-through rate (CTR)
CTR is calculated as clicks divided by impressions, indicating how effectively an ad drives user interaction.
Question 6: What is 'geofencing' in mobile marketing?
- Blocking users from certain geographic regions
- Triggering marketing actions when a user enters a defined geographic boundary (Correct answer)
- Segmenting email lists by zip code
- Restricting app downloads by country
Correct answer: Triggering marketing actions when a user enters a defined geographic boundary
Geofencing uses GPS or RFID to create a virtual boundary and trigger ads, notifications, or offers when a user enters that area.
Question 7: Which attribution model gives 100% credit to the very first touchpoint that introduced a user to an app?
- Last-touch attribution
- Linear attribution
- First-touch attribution (Correct answer)
- Time-decay attribution
Correct answer: First-touch attribution
First-touch attribution assigns all conversion credit to the initial interaction, highlighting which channels are best at creating awareness.
Mobile Marketing Practice Test 2
Which mobile ad format overlays the entire screen and typically appears between content transitions?