Additional test Questions for Digital Marketing Essentials
TRUE/FALSE
1. Effective mobile marketing involves an understanding that usage intentions of mobile users is
different than desktop users.
ANS: T PTS: 1
2. Because of its smaller size, interacting with a website is easier on a mobile device than a desktop
computer.
ANS: F PTS: 1
3. The best method to optimize a website for mobile users is to send mobile users to a different URL
that has been created specifically for mobile phones.
ANS: F PTS: 1
4. To convert a desktop website to mobile may require deleting some content, reducing other written
content, and shrinking images.
ANS: T PTS: 1
5. Navigating a website through internal links is easier on a mobile device than with a desktop
computer.
ANS: F PTS: 1
6. To optimize online purchases, mobile sites should utilize greater data driven marketing strategies.
ANS: F PTS: 1
7. Mobile users are more likely than desktop users to be looking to make an online transaction.
ANS: F PTS: 1
8. In making purchases, mobile users display a greater urgency to make the purchase now rather
than later.
ANS: T PTS: 1
, 9. Designing a well-optimized mobile site requires the simplification and prioritization of content
that is most pertinent for mobile users.
ANS: T PTS: 1
10. A website that is mobile optimized today might become obsolete quickly so mobile optimization
requires continued monitoring of analytical data.
ANS: T PTS: 1
11. Every company, regardless of size, should build a mobile application of its website.
ANS: F PTS: 1
12. Building a mobile application of a website is more important for a B2C company than for a B2B
company.
ANS: T PTS: 1
13. Once a company has created a mobile site that is optimized, they can decide whether to create a
mobile application.
ANS: T PTS: 1
14. All of the online advertising types (search ads, display ads, video ads, etc.) are available for
mobile.
ANS: T PTS: 1
15. Search terms on mobile devices tend to be shorter and include more spelling errors than on a
desktop computer.
ANS: T PTS: 1
16. In terms of search advertising, companies should purchase the same keywords for mobile devices
as they do for desktop computers.
ANS: F PTS: 1
17. Ad extensions, such as click-to-call, will increase conversions dramatically on mobile devices.
ANS: T PTS: 1
MULTIPLE CHOICE
,1. Options for optimizing mobile web content include all of the following except
a. creation of a different URL for mobile users
b. detect the device being used to access the website and then provide different content for
mobile users
c. responsive web design
d. random assortment content coding
ANS: D PTS: 1
2. Generally, the recommended approach for optimizing mobile web content is to
a. create a different URL for mobile users
b. detect the device being used to access the website and then provide different content for
mobile users
c. use responsive web design
d. use random assortment content coding
ANS: C PTS: 1
3. Which of the following is NOT a technical constraint of mobile devices that a web designer needs
to consider in optimizing a mobile website?
a. It is more difficult to type on a mobile device
b. Mobile devices make scrolling more difficult
c. Mobile devices typically load websites more slowly
d. Fingertips are less precise than mouse icons for clicking on content
ANS: B PTS: 1
4. Mobile device users typically differ from desktop users in all of the following except mobile
users are
a. more likely to make an online transaction
b. less likely to perform in-depth product research
c. more likely to be looking for a physical store location
d. more likely to be looking to act immediately
ANS: A PTS: 1
5. To streamline the booking procedure for mobile users, Priceline.com’s mobile site loads the hotel
search page with a default check-in and check-out date of
a. today and tomorrow
b. a week-long stay three months in the future
c. the upcoming Friday and Sunday
d. the upcoming week
ANS: A PTS: 1
, 6. In addition to a purchase transaction, a conversion for a mobile web user can be any the
following, except
a. an in-store visit c. an app download
b. a phone call d. a visit to a competitor’s website
ANS: D PTS: 1
7. The first step in a building a mobile application should be
a. gathering analytical data about mobile behavior
b. mobile optimization of the website
c. review of competitors’ apps
d. development of a specific URL landing page for mobile users
ANS: B PTS: 1
8. Creating a mobile application for a website may not be a wise strategy for small companies for all
of the following reasons, except mobile apps
a. are expensive to create
b. require significant upfront expense
c. require a redesign of the company’s desktop website
d. require advertising dollars to generate a sizeable install base
ANS: C PTS: 1
9. Mobile websites should do all of the following, except
a. encourage mobile users to take some type of conversion action
b. match the desktop version of the website
c. be designed to display well on the full range of mobile devices
d. prioritize content so the mobile site displays content most relevant to mobile users
ANS: B PTS: 1
10. “Fat-finger” clicks refer to
a. any website traffic from a mobile device
b. accidental clicks caused by the lower level of precision of a fingertip relative to a mouse
icon
c. clicks performed by a mobile user’s thumb as opposed to the more precise index or middle
finger
d. double-clicks performed on a mouse
ANS: B PTS: 1
11. Dayparting is a practice of
a. choosing to advertise one day per week
b. offering free giveaways to daytime mobile users
c. offering different ads or changing bid amounts by time of day
TRUE/FALSE
1. Effective mobile marketing involves an understanding that usage intentions of mobile users is
different than desktop users.
ANS: T PTS: 1
2. Because of its smaller size, interacting with a website is easier on a mobile device than a desktop
computer.
ANS: F PTS: 1
3. The best method to optimize a website for mobile users is to send mobile users to a different URL
that has been created specifically for mobile phones.
ANS: F PTS: 1
4. To convert a desktop website to mobile may require deleting some content, reducing other written
content, and shrinking images.
ANS: T PTS: 1
5. Navigating a website through internal links is easier on a mobile device than with a desktop
computer.
ANS: F PTS: 1
6. To optimize online purchases, mobile sites should utilize greater data driven marketing strategies.
ANS: F PTS: 1
7. Mobile users are more likely than desktop users to be looking to make an online transaction.
ANS: F PTS: 1
8. In making purchases, mobile users display a greater urgency to make the purchase now rather
than later.
ANS: T PTS: 1
, 9. Designing a well-optimized mobile site requires the simplification and prioritization of content
that is most pertinent for mobile users.
ANS: T PTS: 1
10. A website that is mobile optimized today might become obsolete quickly so mobile optimization
requires continued monitoring of analytical data.
ANS: T PTS: 1
11. Every company, regardless of size, should build a mobile application of its website.
ANS: F PTS: 1
12. Building a mobile application of a website is more important for a B2C company than for a B2B
company.
ANS: T PTS: 1
13. Once a company has created a mobile site that is optimized, they can decide whether to create a
mobile application.
ANS: T PTS: 1
14. All of the online advertising types (search ads, display ads, video ads, etc.) are available for
mobile.
ANS: T PTS: 1
15. Search terms on mobile devices tend to be shorter and include more spelling errors than on a
desktop computer.
ANS: T PTS: 1
16. In terms of search advertising, companies should purchase the same keywords for mobile devices
as they do for desktop computers.
ANS: F PTS: 1
17. Ad extensions, such as click-to-call, will increase conversions dramatically on mobile devices.
ANS: T PTS: 1
MULTIPLE CHOICE
,1. Options for optimizing mobile web content include all of the following except
a. creation of a different URL for mobile users
b. detect the device being used to access the website and then provide different content for
mobile users
c. responsive web design
d. random assortment content coding
ANS: D PTS: 1
2. Generally, the recommended approach for optimizing mobile web content is to
a. create a different URL for mobile users
b. detect the device being used to access the website and then provide different content for
mobile users
c. use responsive web design
d. use random assortment content coding
ANS: C PTS: 1
3. Which of the following is NOT a technical constraint of mobile devices that a web designer needs
to consider in optimizing a mobile website?
a. It is more difficult to type on a mobile device
b. Mobile devices make scrolling more difficult
c. Mobile devices typically load websites more slowly
d. Fingertips are less precise than mouse icons for clicking on content
ANS: B PTS: 1
4. Mobile device users typically differ from desktop users in all of the following except mobile
users are
a. more likely to make an online transaction
b. less likely to perform in-depth product research
c. more likely to be looking for a physical store location
d. more likely to be looking to act immediately
ANS: A PTS: 1
5. To streamline the booking procedure for mobile users, Priceline.com’s mobile site loads the hotel
search page with a default check-in and check-out date of
a. today and tomorrow
b. a week-long stay three months in the future
c. the upcoming Friday and Sunday
d. the upcoming week
ANS: A PTS: 1
, 6. In addition to a purchase transaction, a conversion for a mobile web user can be any the
following, except
a. an in-store visit c. an app download
b. a phone call d. a visit to a competitor’s website
ANS: D PTS: 1
7. The first step in a building a mobile application should be
a. gathering analytical data about mobile behavior
b. mobile optimization of the website
c. review of competitors’ apps
d. development of a specific URL landing page for mobile users
ANS: B PTS: 1
8. Creating a mobile application for a website may not be a wise strategy for small companies for all
of the following reasons, except mobile apps
a. are expensive to create
b. require significant upfront expense
c. require a redesign of the company’s desktop website
d. require advertising dollars to generate a sizeable install base
ANS: C PTS: 1
9. Mobile websites should do all of the following, except
a. encourage mobile users to take some type of conversion action
b. match the desktop version of the website
c. be designed to display well on the full range of mobile devices
d. prioritize content so the mobile site displays content most relevant to mobile users
ANS: B PTS: 1
10. “Fat-finger” clicks refer to
a. any website traffic from a mobile device
b. accidental clicks caused by the lower level of precision of a fingertip relative to a mouse
icon
c. clicks performed by a mobile user’s thumb as opposed to the more precise index or middle
finger
d. double-clicks performed on a mouse
ANS: B PTS: 1
11. Dayparting is a practice of
a. choosing to advertise one day per week
b. offering free giveaways to daytime mobile users
c. offering different ads or changing bid amounts by time of day
