Test Bank Docx Ch.11 Mobile Touchpoints 1st Edition

Chapter 11

Multiple Choice

1. What percentage of people did Arbitron find keep their cell phones at arms reach 24/7?:

a) 28%

b) 47%

c) 59%

d) 78%

e) 91%

2. Which of the following statements is TRUE?:

a) phones and tablets are used the same way by people

b) email is not a type of mobile marketing

c) phones and tablets are within arms reach 24/7 for over 90% of the population

d) tablets are used more for entertainment than phones

e) tables are carried to keep in touch

3. What percentage of the US population owns tablets?:

a) less than 10%

b) one third

c) half

d) three quarters

e) more than three quarters

4. Which of the following is TRUE about mobile?:

a) people mostly use their smart phones for talking

b) smart phone owners are wealthier than tablet owners

c) usage can be tracked

d) mobile has fast connection speeds compared to desktop

e) click to call is not possible for smartphones

5. Which of the following activities is the most popular on smart phones?:

a) searching the internet

b) texting

c) social networking

d) weather apps

e) podcasts

6. The task that most often begins on a smartphone before migrating to a desktop is:

a) searching for information

b) shopping

c) watching TV and movie

d) trip planning

e) browsing the web

7. What is the term for using one device and then switching to another right afterwards?:

a) sequential

b) multitasking

c) simultaneous

d) serial

e) backward

8. Which is the most common device to be used at the same time as someone is watching TV?:

a) tablet

b) smartphone

c) desktop

d) radio

e) calculator

9. Which country has the lowest smart phone penetration (as a percentage of the population)?:

a) US

b) UK

c) S. Korea

d) Mexico

e) China

10. Which of the following is not possible in terms of meeting a goal using mobile?: a) grow web traffic

b) improve search engine rankings

c) drive store visits

d) engage customers

e) all of the above are possible

11. Which of the following is most heavily regulated by US law?:

a) Facebook

b) Twitter

c) Mobile SMS

d) Mobile Web

e) Mobile ads

12. Which is TRUE about mobile?:

a) every brand should have a mobile strategy

b) brands should consider mobile advertising for search engine optimization

c) brands should evaluate goals before considering mobile

d) mobile apps are better than the mobile web for search engine optimization

e) brands can’t optimize mobile search

13. Which of the following is TRUE:?:

a) it’s illegal for stores to track you without your permission

b) brands are not allowed to ping (notify) you on your mobile device

c) companies are not permitted to acknowledge at STOP reply in SMS

d) companies using SMS must ask people two times to verify they will accept SMS messages

e) QR codes do not require apps to use

14. Which of the following is a limitation of SMS?:

a) few phones can access SMS

b) limited target market who can use SMS

c) legal issues regarding messages content

d) requirement of double opt-in

e) limited by reliance on QR codes

15. Which of the following is NOT an advantage of SMS?:

a) available on most mobile devices

b) engaged target

c) fast response

d) double opt-in

e) permission based

16. Which entity controls SMS in the US?:

a) FTC

b) Google

c) Internet relay chat

d) CERN

e) Common Short Code Administration

17. What is a short code?:

a) a mobile application

b) a banner ad

c) an email response

d) a key word

e) a phone number

18. How can a firm get a short code?:

a) apply to the US government

b) request a code from the European Union

c) text “Alpha” to 50777

d) buy key word “short code”

e) contact the Common Short Code administration

19. Why does the Common Short Code Administration exist?:

a) to regulate phone numbers

b) to ensure fair SMS practices

c) to prevent short code duplication

d) to regulate SMS messages

e) all of the above

20. What happens when a key word is texted to a short code?:

a) opens a web page

b) shows a landing page

c) activates QR code

d) returns a text

e) none of the above

21. Why do most marketers hire agencies to manage their SMS campaigns?:

a) because SMS requires one to negotiate with carriers

b) because the Common Short Code Administration only works with providers

c) the FTC requires the use of agencies

d) it saves money

e) none of the above

22. Which of the following is NOT necessarily an element of an SMS campaign?:

a) a short code

b) a key word

c) a return message

d) an aggregator

e) an application service provider

23. Which is NOT true about the mobile web?:

a) phones automatically display mobile sites when available

b) when mobile sites are not available an error message appears to the user

c) responsive design means that mobile sites display like web pages

d) sites with responsive design have layouts that shift with display sizes

e) adaptively designed sites do not show on mobile devices

24. When is the mobile web an ineffective strategy?:

a) when customers have high mobile usage rates

b) when mobile provides timely information

c) when there is no online access

d) when local is part of the business

e) when the users have feature phones

25. Which is FALSE?:

a) Google Analytics tracks number of hits from mobile sites

b) Google Analytics can indicate the devices accessing a site

c) Google Analytics indicates when a site is adaptive or responsive

d) Google Analytics indicates the screen size of devices accessing a site

e) Google Analytics shows conversions from mobile

26. Which is TRUE about mobile search?:

a) it is not dominated by Google

b) People are more likely to click on top results than on desktop search

c) mobile search can’t be tracked by Google Analytics

d) third party cookies are used to track users

e) flash is available to mobile users

Essays

1. Compare and contrast revenues and users for mobile gaming versus social media. Which business is better and why?

2. Which is more effective, SMS or QR codes for executing a strategy? Give an example of a strategy that would be better executed in SMS over QR codes.

3. You are a marketer of a new sweet and sour beverage aimed at teens. You have the budget to develop a mobile app or post a mobile website. Which is preferable and why?