Mobile Marketing Practice Test 4 — Questions and Answers
Question 1: Which mobile marketing strategy involves sending promotional messages to users based on their current location in a physical store?
- Geofencing
- Beacon marketing (Correct answer)
- Contextual advertising
- Proximity push
Correct answer: Beacon marketing
Beacon marketing uses Bluetooth Low Energy (BLE) beacons placed in stores to send hyper-local notifications to nearby users' smartphones.
Question 2: What distinguishes a 'lookalike audience' in mobile advertising?
- Users who visually resemble your brand's target persona
- A new audience that shares characteristics with your existing high-value users (Correct answer)
- Users who have seen your ad multiple times
- Audiences in geographically similar markets
Correct answer: A new audience that shares characteristics with your existing high-value users
Lookalike audiences are created by platforms like Facebook or Google to find new users who statistically resemble your best existing customers.
Question 3: In mobile advertising, what does 'viewability' refer to?
- Whether an ad is visually appealing
- The percentage of an ad that is actually visible on a user's screen for a minimum duration (Correct answer)
- The number of users who can see the ad without scrolling
- Ad resolution compatibility across devices
Correct answer: The percentage of an ad that is actually visible on a user's screen for a minimum duration
The MRC standard defines a mobile display ad as viewable when at least 50% of its pixels are visible for at least one second.
Question 4: A brand runs a mobile campaign and tracks 'click-to-install' time. What does a very long click-to-install time suggest?
- High user engagement with the ad
- Potential friction in the install process or poor user intent (Correct answer)
- Strong brand recognition
- A high-quality user segment
Correct answer: Potential friction in the install process or poor user intent
A long click-to-install time often signals drop-off during the download process, which may indicate slow connections, large app sizes, or low purchase intent.
Question 5: What is 'frequency capping' in a mobile ad campaign?
- Limiting how often the same user sees the same ad within a given period (Correct answer)
- Setting a maximum budget for ad frequency buys
- Capping the number of creative assets in a campaign
- Restricting ad delivery to peak usage hours
Correct answer: Limiting how often the same user sees the same ad within a given period
Frequency capping prevents ad fatigue by limiting how many times a single user is exposed to the same advertisement within a set timeframe.
Question 6: Which of the following is an example of an 'in-app purchase' upsell strategy in mobile marketing?
- Offering a premium subscription upgrade after a user completes a key action inside the app (Correct answer)
- Sending an SMS with a coupon code
- Displaying a banner ad for a competitor's app
- Running a paid search campaign on Google
Correct answer: Offering a premium subscription upgrade after a user completes a key action inside the app
In-app upsells leverage natural milestone moments—like completing a level—to present premium offers when user engagement and satisfaction are highest.
Question 7: What is the role of an MMP (Mobile Measurement Partner) in mobile marketing?
- To create mobile ad creatives
- To independently attribute installs and in-app events to the correct ad sources (Correct answer)
- To manage app store listings
- To handle mobile email deliverability
Correct answer: To independently attribute installs and in-app events to the correct ad sources
MMPs like Adjust or AppsFlyer serve as neutral third parties that track and attribute user acquisition data, preventing fraud and ensuring accurate campaign measurement.
Mobile Marketing Practice Test 4
Which mobile marketing strategy involves sending promotional messages to users based on their current location in a physical store?