Browsing by Subject "Mobile advertising"
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Item Factors influencing consumer acceptance of mobile advertising(2009-08) Jung, Jong Hyuok; Lee, Wei-Na, 1957-; Sung, YongjunThe primary objective of this study is to provide a comprehensive understanding of consumers’ acceptance of mobile advertising. Specifically, this research explored how the persuasive communication process works via mobile advertising. In order to accomplish this research objective, the relationships among various factors identified from earlier studies were tested. Based on previous literature regarding consumer attitudes, media use, and innovation adoption, a conceptual framework was developed to understand consumer acceptance of mobile advertising. For this reason, the current study employed an online survey with 514 online participants. The results suggest that consumers’ attitudes toward mobile advertising are closely related with all three factors used in this study (e.g., mobile device, message, consumer factors). Furthermore, consumers’ attitudes toward mobile advertising are strongly influenced by message factors (e.g. entertainment, credibility, irritation, message interactivity) and consumer factors (e.g. social influence, compatibility). Thus, careful considerations in message strategy and thoughtful consumer research are needed to increase the effectiveness of mobile advertising. Additionally, the sizable and significant impact of consumer attitude on behavioral intention further supports findings from previous research.Item Importance of mobile advertising in agency media plans(2011-05) Porter, Samuel Craig; Cunningham, Isabella C. M.; Kincaid, Gene HowardThe explosive adoption rate of cell phones over the past few years has increased the desire for advertising agencies to explore mobile as an advertising channel. Over 90% of Americans own a cell phone, which opens a new channel for advertising agencies to reach consumers. The traditional advertising channels include print, television, radio, and most recently, the Internet. This professional report explores the importance and utilization of mobile as an advertising channel in advertising agencies media plans for their clients.Item Mobile advertising : advertising's new avatar(2010-05) Kamdar, Dharmesh Mansukhlal; Williams, Jerome D., 1947-; Wilcox, GaryMobile technologies are one of the fastest growing and most widely adopted technologies in this current era. Parks Associates forecasts 4.5 billion mobile phone users worldwide by 2013, with many people using these devices as gateways for entertainment services, community information, and social networking. There will be over 140 million U.S. consumers paying for mobile broadband, which will extend video, communication, networking, and support services to various devices. The mobile advertising industry was seen as the poor relation of Internet advertising in terms of revenue, if not of hype. Yet mobile offers advertisers many attractive possibilities. No other device is as personal, interactive and constantly within reach as a cell phone. And cell phones let advertisers target whole new parameters, such as location and context. So, does it mean that Mobile Communication will be the new Avatar of Advertising industry? The continuous development of wireless networks and mobile devices has motivated an intense research in mobile communication. This research examines the so-called mobile marketing, which is Internet advertising and marketing offered through mobile communication systems, such as cell phone advertising. The rapid increase in Internet-based services available through mobile communication devices is expected to lead to an equivalent increase in mobile marketing spending by corporations. It is argued that the increasing technological capacity of mobile communication systems such as smart phones allow such advertising to be more effective and delivers a better rate of return for marketers than does Internet advertising in general. This paper, explores the world of mobile advertising, how can marketers reach the ‘always on’ mobile consumer and finally concludes with the future of mobile communication.Item Non-profit organizations and mobile phone marketing(2011-05) Cruz, Samantha Maria; Drumwright, Minette E.; Wilcox, Gary B.This report discusses how non-profit organizations can utilize mobile phone technology to reach supporters and inspire them to both act and give. The significance of this report and topic lies in the opportunity for non-profit organizations to understand how people are interacting with messages on their mobile devices. The research found within, serves as a reference for non-profits to utilize when planning and implementing mobile phone marketing campaigns.