MKTG 3230: Exam 3

What does 80/20 rule for branded mobile app consumption mean?

80% of app usage is coming from 20% of consumers

According to Nielsen, what percent of all media consumption is digital, happening across the four major screens - televisions, personal computers, mobile phones and tablets.

90%

What percentage of apps are not used after a year?

98%

Each of the 5 functional areas of mobile channel services can be enhanced by one of seven enabler activities. Which shows the 7 enabler activities?

Advertising, Cloud computing services, Commerce, Contactless triggers, Data analysis, Location services, Sensors

Which is the 5 functional areas of mobile channel services?

Alerts, Applications, Audio, Browsing, Messaging

What is mandatory to run a text messaging program in the U.S.?

An approved common short code used for sending and receiving text messages.

Which of these describe Hybrid Apps?

Apps that are part native apps and part Open Web apps. This app uses the native OS code for installation management and accessing device functionality, while the primary user expereince occurs though an internet browser within the application and is developed in HTML5, ASS, and JavaScript

To use location data, you can use the following except

CRM

Why is the process of setting objectives and the consumer behavior analysis step of your mobile-first strategy the most important parts? Which is the most appropriate answer?

Everything in the strategy must relate back to and support the objectives and the behaviors you want to see from customers

A Pedometer app would not be used for proximity marketing for mobile

False

A QR code is an image embedded with analog information

False

HTML5, CSS3 and JavaScript are languages used to develop native apps

False

In many ways, mobile app metrics are very different from the mobile website metric, or any other media channel for that matter.

False

Push notifications are a tool that updates the app developer when a user has a request for information?

False

The customer's basic branding experience does not need to be consistent across different devices. True or False?

False

The user experience is not the most crucial part of creating the app, it's how you make money. True or False?

False

One of the most popular in-app measuremnt tools is

Google Analytics

Which of the following is not among design recommendations for mobile? - large CTA buttons - keep hierarchical page elements - place easily visible text search boxes - use high-quality close-ups of key product images - simple navigation

Keep hierarchical page elements

when scoping out and developing an app there are a number of things to consider. WHich of the following is not one?

Location

In order to send a commercial email to a consumer, what type of approval is required?

No approval is needed to send a message, but a consumer must be able to opt-out of receiving future messages.

Which of the following app types is platform-agnostic and scalable?

Open web apps

Of the 4 model approaches to getting mobile marketing delivered, which requires a marketer to license access to mobile delivery technology and do everything else themselves?

Platform approach

Which of the following app types is suitable for brand engagement?

Social centric

What are the 4 basic execution elements needed for a mobile marketing effort?

Strategy, Creative, Execution, Analytics/Measurement

Directions should be concise appropriate language. True or False?

True

Each of the following are tools to measure mobile app performance. Adobe Analytics, App Annie, Appsee, Apsalar, Amplitude, Countly, Flurry/Yahoo Devevloper Network, Google Mobile Analytics. Localytics, MixPanel, Moat, Quantcast, Upsight

True

McDonald's is useinf QR codes on their signage, products and anywhere it can motivate great mobile experiences

True

Native apps are programs developed for a specific mobile operating system like Apple's iOS or Google Android

True

Planning is an exercise that you need to repeat over and over again, with direct feedback from your audience.

True

Open Web apps are apps that ____.

Utilize Google's browser-based operating system

Before you begin your mobile app development project uou must have this primary question answered.

What is the problem your app will be solving

Which of the following is among measures to evaluate performance of a mobile site? - site capabilities - financial performance - visitor behavior - content quality - all the above

all the above

You need to consider each one of these considerations when scoping and devloping your app except

behavioral measurements

What are the 3 key terms in the definition of mobile marketing as defined in this chapter?

connecting, engaging, influencing

In this chapter, the Hierarchy of Needs was modified to include a new section. What is the new section called?

connectivity

Proximity marketing benefits include all except

decreasing potential ROI

Which of the followings would be an application of A/B testing? a. social media b. apps c. emails d. digital ads e. all the above

e. all the above

The Three Horizon Model suggests that a company should diversify its efforts by allocating different portions of its resources. A majority of a company's resources (70%) should be allocated to service which segment?

existing customers

78% of local desktop searches result in a purchase

false

A fundamental assumption of mobile-first thinking is that customers will interact with a company mainly though a mobile device. True or false?

false

Apps are an important marketing tool and companies should do their best to develop an almost perfect app and then release it for the customer use.

false

Mobile marketing is primarily a direct marketing channel. True or false?

false

One of the most powerful features f mobile app services is the ability to

know your customer's location

Proximity marketing is

location based

An important consideration for mobile readiness is for a company to audit its capabilities. To do this a company should survey which of these groups?

media, people, processes, resources, technology

It is predcited that nearly ____ billion mobile commerce transactions will happen by 2019.

nearly 200

What are the four parts of the marketing mix?

product, price, promotion, and place

Three axes' of effective in-app advertising measurement:

reach, accuracy, and privacy

Which of the following is not among behavioral differences of desktop and mobile? - making direct contact - information gathering - load times - research - urgency

research

The mobile marketing industry landscape contains 5 characters. which is not one? - associates - consumers - sellers - researchers - marketers

researchers

Push notifications do all of the following except

respond to your requests with app closed

The difference between the mobile web and apps is:

the mobile Web is for "just looking" and an app is for "want it" behavior.

A new physiological term that describes mobile phone usage is nomophobia. True or false?

true

There are 2 basic design formats you can use with email, text and rich media. True or false?

true

Three of the most important mobile capabilities a company needs to test are its website, email mobile performance and app ranking. True or false?

true

Customer feedback is critical in creating an app because

user experience is useful

What is the term when a consumer uses a mobile device to go online to research a product and then buys it from a brick and mortar store?

web rooming