Synetic College Logo
Unit 3 of 4 · MBA Sem 4

Unit 3: Platform advertising and execution

Email and Mobile Marketing notes · PTU syllabus (MBA 976-26)

3 min read5 topics10 exam questions
On this page
  1. Unit summary
  2. Mobile advertising models
  3. Mobile search marketing
  4. Programmatic advertising
  5. Mobile incentive and loyalty programmes
  6. Email marketing platforms: Mailchimp
  7. Key terms
  8. Quick revision
  9. Important questions

Unit summary

Mobile advertising and email platforms put strategy into action. This unit covers mobile advertising models, mobile search marketing, programmatic advertising, mobile incentive and loyalty programmes, and email marketing platforms — Mailchimp architecture, subscriber list management, web form integration and newsletter design.

After this unit you can

  • Explain mobile advertising models and mobile search marketing
  • Explain programmatic advertising on mobile
  • Design mobile incentive and loyalty programmes
  • Operate an email platform such as Mailchimp

PTU syllabus topics

  • Mobile advertising models
  • mobile search marketing
  • programmatic advertising
  • mobile incentive and loyalty programs
  • email marketing platforms (MailChimp architecture, subscriber list management, web form integration, newsletter design)
ClassificationMobile advertising formats
Mobile ads

  • Search ads

    Mobile-first search results

  • In-app ads

    Banners, interstitials, rewarded video

  • Programmatic

    Automated real-time bidding

  • Location-based

    Geofencing and beacons

  • Loyalty incentives

    App-only offers

1

Topic 1

Mobile advertising models

ClassificationMobile ad formats and models
Mobile ads

  • Banner and interstitial ads

    Static or full-screen ads in apps

  • Native ads

    Ads matching app content

  • Rewarded video

    Users watch ads for in-app rewards

  • In-app search and app store ads

    Promote app installs

  • Pricing

    CPM, CPC, CPI (cost per install), CPA

  • App install campaigns: Google App campaigns, Meta app ads, Apple Search Ads; measure installs, retention and in-app events (mobile measurement partners such as AppsFlyer).
2

Topic 2

Mobile search marketing

  • Mobile-first indexing; local intent ("near me") and voice queries; click-to-call and location extensions; fast mobile landing pages; app deep linking from search results.
3

Topic 3

Programmatic advertising

Programmatic advertising is the automated buying and selling of digital ad impressions using software and real-time data.

ProcessReal-time bidding
  1. 1User opens a page
  2. 2Publisher's SSP offers the impression to an ad exchange
  3. 3DSPs evaluate user data and bid within milliseconds
  4. 4Highest bidder's ad is served
  5. 5Impression and results are tracked
  • Players: demand-side platforms (DSP — Google DV360, The Trade Desk), supply-side platforms (SSP), ad exchanges, data management platforms.
  • Deal types: open auction, private marketplace, preferred deals, programmatic guaranteed.
  • Issues: brand safety, ad fraud, viewability, transparency of fees.
4

Topic 4

Mobile incentive and loyalty programmes

  • Incentives: app-only discounts, cashback (UPI apps), scratch cards, referral bonuses, gamified rewards.
  • Loyalty programmes: points and tiers in apps, digital membership cards, personalised offers based on purchase history, partner rewards (Tata Neu, Flipkart SuperCoins).
  • Design: easy enrolment, visible progress, meaningful rewards, push reminders without spamming.
5

Topic 5

Email marketing platforms: Mailchimp

  • Architecture: audience (contacts with fields, tags, groups and segments), campaigns (regular, automated, A/B), content studio (templates and assets), Customer Journeys (automation), integrations, reports.
  • Subscriber list management: import contacts with consent, merge fields for personalisation, tags and segments, preference centres, cleaning bounced and inactive contacts, unsubscribe handling.
  • Web form integration: embedded or pop-up sign-up forms on websites, landing pages, double opt-in confirmation, connecting forms via integrations or APIs.
  • Newsletter design: drag-and-drop templates, header with logo, concise sections, images with alt text, buttons for calls to action, footer with address and unsubscribe link, test sends and previews on mobile.

Key terms

Interstitial ad
Full-screen ad at natural breaks
Rewarded video
Ad watched in exchange for app rewards
CPI
Cost per install
Merge field
Personalisation placeholder in emails
Preference centre
Page where subscribers choose content and frequency

Quick revision

  • Mobile ad formats; CPM, CPC, CPI, CPA; app install campaigns.
  • Mobile search: local, voice, click-to-call.
  • Programmatic: RTB, DSP, SSP.
  • Mobile incentives and loyalty programmes.
  • Mailchimp: audience, campaigns, journeys, list management, forms, newsletter design.

Important exam questions

Practice questions written to the PTU exam pattern for this unit's syllabus: short answers (Section A style) and long answers (Sections B and C style).

Short-answer questions

  1. Q1.What is a rewarded video ad?
  2. Q2.What is CPI?
  3. Q3.State two features of mobile search marketing.
  4. Q4.What is programmatic advertising?
  5. Q5.Give two examples of mobile loyalty programmes in India.
  6. Q6.What is a merge field?

Long-answer questions

  1. Q1.Explain mobile advertising models and mobile search marketing.
  2. Q2.Explain programmatic advertising in the mobile context.
  3. Q3.Discuss mobile incentive and loyalty programmes.
  4. Q4.Explain the architecture of Mailchimp and the management of subscriber lists, forms and newsletters.

Stuck on this unit?

Message SBS on WhatsApp for help with Email and Mobile Marketing, or to ask about studying MBA at Synetic.

WhatsApp us