University of Houston, Downtown

MBA 6208

1)Face Retirement app used 3D virtual makeover imaging technology to show people what they might look like as they approached retirement age as part of a campaign to encourage young people to save for retirement.

1. Charles Schwab's
2. Ameritrade's
3. Prudential's
4. Bank of America's
5. Fidelity Investments's

2. Which of the following is NOT one of the ways companies can utilize cell phones to market to or track consumers?

1. utilize GPS data to provide location-based offers
2. utilize digital in-store signs that dispense coupons to smart phones
3. utilize cookies to track mobile activity
4. track behavior across tablets and mobile devices using screen identities
5. track loyalty program participation

3. Why is the Web experience different for mobile phone users than for people who are surfing from a computer?

1. smaller screen sizes
2. longer download times
3. lack of software
4. all of the above
5. none of the above

4. Experts recommend mobile ad copy should occupy only                   percent of the screen, avoiding complex viewing experiences that may take a toll on consumers' battery and data availability as well as their time.

1. 30
2. 40
3. 50
4. 60
5. 70

5. Nadya is designing a mobile ad to promote her company's widgets. Where should the company's logo appear in the mobile ad?

1. in the middle of the ad
2. centered at the bottom
3. centered at the top
4. in the corner
5. it should not appear

6. When it comes to ad design and copy, mobile ads should use which of the following guidelines?

1. Use lots of bright colors but limit ad copy to a pair of phrases.
2. Do not use color and limit ad copy to one phrase.
3. Use no more than three bright colors and use as much copy as you want.
4. Use four bright colors and limit ad copy to one phrase.
5. Use at least one bright color, but no more than two, and limit ads to a pair of phrases.

7. Carlos is training his new graphic design intern on the use of color in mobile ads. Which of the following is good advice when it comes to the use of color?

1. Only use one bright color.
2. Do not use bright colors.
3. Use at least three bright colors.
4. Use at least four bright colors.
5. Use a bright color to highlight calls to action.