Chapter 12

Which of the following developments will make consumers more tolerant of notification-based advertising? a) ad targeting will improve so that only informative and welcome notifications will be sent b) consumers will have their bank accounts connected to notifications to that they will be charged by the notification automatically c) notifications will be controlled biometrically d) consumers will be unable to turn off notifications from any apps

ad targeting will improve so that only informative and welcome notifications will be sent

A commuter's evening routine is very rigid except for Friday evenings, when she often makes extra strops for shopping on the way home. Advertisers would most likely find success if they targeted her advertisements. a) at the beginning of her evening commute b) during the weekend c) during her morning commute d) at the end of her evening commute

at the beginning of her evening commute

If I pay advertise on Google's ad network and I notice a low conversion rate from mobile users despite having a mobile-optimised website, it is likely that a) mobile users prefer to convert a different way (e.g., purchasing in-store or on a different device) b) neither of the option c) mobile traffic is poorly qualified (e.g., consisting of many fat-finger clicks) d) both of the options

both of the options

Targeting consumers based on their location is not as effective as targeting them based on their location and a) their past behaviour b) both past behaviour and timing c) timing d) neither past behaviour nor timing

both past behaviour and timing

On which of the following dimensions are mobile users equal to desktop users? a) patience b) length of internet usage sessions c) effectiveness of video d) importance of location

effectiveness of video

I do a search for "restaurants near me" and I see an ad for a local Thai restaurant only if I am within 400 meters of the restaurant's location. This location-based ad strategy is called a) hyper-targeting b) temporal training c) geo-facing d) locavore targeting

geo-facing

Mobile users engaging in more "snacking" than desktop users. This means that a) mobile users spill crumbs on the phones more readily than on their desktop keyboards b) mobile users find restaurants more frequently from their phones c) mobile users make smaller, more frequency purchases d) mobile users have shorter, more frequent usage sessions.

mobile users have shorter, more frequent usage sessions.

Which of following is a valid of browser Bluetooth for a large retailer like Target or Walmart? a) improving Wi-Fi signals in-store b) automating checkout procedures c) providing location-based information to shoppers d) making audio broadcast announcements in the store.

providing location-based information to shoppers

All of the following activities are more difficult on a mobile device than on a desktop computer EXCEPT a) scrolling b) viewing information c) typing d) clicking

scrolling

The accelerated mobile project is trying to address what shortcoming of mobile devices? a) poor mobile web design b) immobility of desktop computers c) difficult clicking d) slow loading of webpages

slow loading of webpages