University of Texas, Dallas

BUSINESS 1111

True/False Questions

Chapter 16 Mobile Marketing

1)Mobile phones are not as personal a device as the laptop.

2. Mobile phone users have far less anonymity than Internet users.

3. Internet is superior to mobile phones in its ability to track and measure advertising and marketing campaigns.

4. Paying for content and downloads has been built into the way that consumers use their phones.

5. The mobile phone can provide accurate audience measurement.

6. Every handset that offer functionalities such as camera, internet access and increased storage are referred to as feature phones.

7. Unstructured supplementary service data works on all existing GSM phones.

8. Along with multimedia content, text also can be included in multimedia message services.

9. Unstructured supplementary service data is not used by basic mobile phones.

10. A feature phones cannot be used for Internet access.

11. Common short codes cannot be used to receive messages from consumers.

12. The cost associated with SMS promotions is relatively low.

13. Text messages elicit an almost instantaneous response from customers.

14. MMS messages are not useful in viral marketing campaigns.

15. USSD is a protocol that allows for a query-and-response type of action between the customer and a service center.

16. From a marketing and advertising perspective, USSD is preferred to short messaging services.

17. Some HTML browsers can be used in mobile phones

18. User experience that has been tailored to the mobile phone and can even be tailored to a particular handset.

19. Navigation is standard across the various models of mobile phones.

20. Mobile Web sites need to be easy to navigate and should not have services tailored to a user’s location.

21. A Mobile Web site should stay away from the use of tables.

22. Flash images are preferred to animated GIF images in Web sites designed for mobiles.

23. The use of JavaScript and Ajax is recommended for mobile web sites.

24. WAP push messages are messages sent to a mobile phone that direct the user toward WAP content.

25. Two-dimensional tags can be used in offline advertising and marketing campaigns to push consumers toward specific Web sites.

26. URLs and telephone numbers cannot be encoded in a two-dimensional code

27. MXit is a free instant-messaging software application

28. Augmented reality applications cannot remove real objects from view through mobile cameras.

29. Augmented reality is interactive in real time and it combines the real and virtual.

Multiple Choice Questions

30.                 Which of the following statements is true about mobile phones? a              It is not available at the point of creative inspiration.

2. It is not a good source for personalization.
3. Mobile phones have built in payment systems.
4. Audience measurement in phone marketing is inaccurate. e            Majority share their mobile phones with someone.

31.                 Which of the following is not a reason why mobile phone is important in marketing? a         The mobile phones have convenient screen and keypad.

2. It is available at the point of creative inspiration to users.
3. Mobile phone users have less anonymity than Internet users.
4. Mobile phones have a built in payment mechanism to handle billing e                  It provides better personal connection than laptops.

32. Which of the following is a disadvantage of mobile phone marketing? a                Personal connection established through phone is not strong.

b               There is more of an expectation that goods and services will be free. c                content for mobile phones cannot generate big revenue.

d               Some features of phones can require an extensive education process. e The audience measurements using mobiles phones are not accurate.

33. The facilities and technology that make a public mobile telecommunications service possible are referred to as             .

1. EDGE
2. mobile network
3. common short codes
4. operator
5. QWERTY

34. Which of the following refers to a full keypad found in mobile phones like the one found in computers?
    1. Smart board
    2. Wireless Fidelity
    3. Common short codes
    4. EDGE
    5. QWERTY

35.   Which of the following features is present in basic mobile phones? a               Increased storage.

2. Cameras
3. Internet access.
4. Sending messages.
5. Wireless access.

36.   Which of the following is not a feature offered by feature phones? a               Increased storage.

2. Cameras
3. Internet access
4. Sending messages.
5. Wireless capabilities

37. A mobile phone has features such as camera, internet access and radio. However, it cannot be used to add applications and does not use a featured operating system. This could be classified as a                phone.

1. smart phone
2. featured phone
3. 3g phone
4. Wi-Fi phone
5. basic phone

38.        handsets offer additional functionality and often include a camera and additional storage space. Often they can access the Internet, but they generally have a standard numeric keypad.

1. smart phone
2. 3G phone
3. featured phone
4. Wi-Fi phone
5. basic phone

c

39. Which of the following is an extension on SMS that allows picture, sound, or low-quality videos to be sent on a wireless network?

1. MMS
2. 3G
3. Wireless Fidelity
4. Common short codes
5. QWERTY

40. Which of the following is used in basic phones to provide session-based communication and to enable a variety of applications?

1. Short message service
2. USSD
3. Wireless Fidelity
4. Common short codes
5. QWERTY

41.               is a means by which portable devices may connect to the Internet wirelessly. a               Short message service

2. USSD
3. Wireless Fidelity
4. Common short codes
5. QWERTY

42.   How many characters in length are supported by a Short Message Service? a               480

b               80

c                60

d               360

e               160

43.               are phone numbers to which users can send a text message from a mobile phone, usually to get something in return.

1. Common short codes
2. Short message services
3. Unstructured supplementary service data d      Wireless fidelity

e               General packet radio services

44. Which of the following is not an advantage of using SMS in marketing?

a               Messages are likely to be read very soon after they have been sent. b     It can be used as a tool in customer relationship management.

3. SMS promotions have a relatively low cost
4. Users are not reluctant to avail phone numbers for marketing messages. e               It can be used to send personalized messages to customers.

45. Which of the following is a standard keyword that is used to unsubscribe the sender’s number from the service.

1. UNSUB
2. END
3. STOP
4. EXIT
5. HELP

46. Texting to participate refers to                .

a               conducting SMSs competitions to generate revenue b the use of text messages for donation and charity

c                receiving messages from a broadcaster or a company d               eliciting immediate responses through SMSs

e               subscribing to informatory SMSs from a Web site

47. The messages that contain graphics, audio, video, or images as well as text are referred to as

             .

1. 1. MMS
   2. SMS
   3. Common Short Codes
   4. QWERTY
   5. USSD message

48. Which of the following observations about unstructured supplementary service data (USSD) is true?

1. It is the technology used for SMS.
2. It does not support query-and-response action. c  Symbols # and * are not supported by USSD.

4. It is usually initiated by a code entered by users.
5. It has lower responses compared to mobile browsing.

49. Which of the following refers to a set of standards that allow Web access on mobile devices? a                  Common short codes

b               Enhanced Data Rates of GSM Evolution c                  Unstructured supplementary service data

d               Global system for mobile communications e               Wireless application protocol

50. Which of the following is the most widely used digital wireless-telephone technology that uses a variation of time-division multiple accesses?

1. CDMA
2. GSM
3. WCDMA
4. Wi-Fi
5. USSD

51. Which of the following is a major difference between Web site visits from a personal computer and visit from a Mobile device?

a               Visit from mobile devices are not supported by an operating system. b               Visits from mobile devices are not likely to convert to a sale.

c                Visits from mobile phones are likely to be more purpose driven. d               Mobile phone users do not have access to HTML browsers

e               Mobile phones’ navigation is easier compared to computers’ navigation

52.   Which of the following deliver wireless packet data services to GSM customers? a  GSM

2. CDMA
3. WAP
4. GPRS
5. EDGE

53. Which of the following is a technology platform aimed at making Web sites accessible to mobile phones, despite the small screens and keypad limitations?
    1. Common short codes
    2. QWERTS
    3. GSM
    4. CDMA
    5. WAP

54. A task driven user                .

a               has a very specific purpose for visiting a Web site. b               is less likely to spend time hunting for a solution c                  is more likely to spend time hunting for a solution d               always has a location specific requirement

e               has a budget constraint for accomplishing a task

55. Which of the following is a valid suggestion to design Web sites for mobile?

1. 1. Use flash instead of animated GIF images.
   2. Avoid the use of “background-image” directive c                Include tables to keep in simple

d               Avoid links at the top and bottom of a page e               Use JavaScript and Ajax in the Web design

56. When designing a Web site for mobile users, one should avoid            

a               use of “background-image” directive b links at the top and bottom of a page c      Small images

4. Portrait mode orientation
5. Animated GIF images

57.                messages are messages sent to a mobile phone that direct the user toward wireless application protocol content.

1. Common short code
2. QWERTS
3. WAP Push
4. MMS
5. Directive

58. What is the major difference between a WAP push message and a SMS? a          WAP push can be accessed only through browsers

b               WAP push message contains a link c                WAP push is an extension of MMS d               WAP push contains multimedia

e               WAP push contains animated images

59. Which of the following statements is not true about two-dimensional barcodes? a           It can be printed on billboards and on magazine pages.

2. These tags can be used in offline advertising and marketing campaigns.
3. URLs and telephone numbers can be encoded in a two-dimensional code. d               Users should enter additional information to visit URLs in bar codes.

e               Two-dimensional codes can be unpacked using a mobile phone.

60. Which of the following is a free instant-messaging software application that was developed for use on mobile phones and PCs?

1. QWERTY
2. Windows mobile
3. MXit
4. Augmented Reality

5. MSN Messenger

61. is a faster version of GSM wireless service that enables data to be delivered at

rates up to 384 Kbps on a broadband connection. a               Augmented Reality

2. QWERTS
3. WAP Push
4. MXit
5. EDGE

62. Which of the following statements is not true about augmented reality? a           It combines the real and virtual.

b               It does not require an accelerometer. c    It is interactive in real time.

4. It is a variation of virtual reality.
5. It superimposes computer graphics into reality.

63. Which of the following is a disadvantage of using mobile phones in marketing? a              Customers do not access mobiles for specific uses.

b               The mobile phones cannot be used to make online payments. c             The reach is limited for mobile phones.

d               Most mobile marketing mediums need audience education. e            Privacy and permission is needed in mobile marketing

Fill in the Blanks

1. The facilities and technology that make a public mobile telecommunications service possible

are termed              .

2.   refers to a function that operates on or modifies other functions.

3. A full keypad found in mobile phones, like the one found on computers, are referred to as

             .

4. Electronic messages sent on wireless networks are termed                   .