Parameters Of Mobile Advertising: A Field Experiment

By Hairong Li, Brian Stoller

Type: Article

Price: $8.50

This study examined the effectiveness of mobile web advertising through a field experiment. Using a precampaign (control) and during-campaign (exposed) survey design, the study documented the lift in brand recall, brand association, and purchase intent as a result of exposure to mobile advertising and subsequent clicks on mobile ads in a national mobile campaign.

Market For Third Screen: A Study Of Market Potential Of Mobile TV And Video Across The U.S. And Selected European Countries

By Kala C. Seal, Khulan Bayartsaikhan, Paul Danielak, Kyle Dunst, Jason Guibert, Lara Luxford, Raffi Romanossian, Michael Storti

Type: Article

Price: $8.50

Mobile television is the latest evolution in the capabilities of mobile devices, culminating in the marriage of media companies with telecommunications companies. Media companies see mobile TV as a new distribution medium enabling them to reach a broader audience and to drive busi-ness to their products. Telecommunications companies see it as a new value proposition for a mobile market, and thus a new opportunity.

Type: Article

Price: $8.50

With a subscriber base of 19.89 million (97% penetration), the Australian mobile customer base is relatively small, but significant (Netsize, 2007). However, apart from high level industry insights like predicted growth rates and voice and data usage figures, very little was known about specific mobile behaviours, preferences and perceptions of the local market. Without this insight it was difficult to knowledgably assess the Australian mobile content industry. The Australian Mobile Phone Lifestyle Index Survey was introduced to help address the information deficit.

Type: Article

Price: $8.50

This study examined the effect of cross-media integration of an advertiser’s Short Message Service (SMS) messages and website that featured relevant advertising messages on consumers’ perceived media engagement, message strength, and brand attitudes.

Type: Article

Price: $8.50

This article proposes a theoretical framework to categorize mobile marketing systems for marketing communication and then develops a novel m-commerce technology to demonstrate the framework. Mobile marketing encompasses to marketing communication activities such as advertising and customer retention that employ wireless devices and networks. Past research has studied consumer acceptance of mobile technology. However, mobile marketing systems that enable mobile marketing with computer and wireless technologies have received little attention.

Type: Article

Price: $8.50

This empirical study researched cell phones, the representative mobile media, based on the approach of uses and gratifications. Using U.S. college students as a sample we explored the relationships among uses and gratifications, attitudes toward mobile advertising, and behavioral intentions, and constructed a mobile advertising model.

Type: Article

Price: $8.50

This concept examines wireless technology usage in low income and high-density regions of the world and offers reasons as to why mobile language instruction products, subsidized by context-relevant advertising, would prove an effective means to offset traditional costs associated with deploying wireless infrastructure, handsets and mobile content.

Design Sketch: The Context Of Mobile Interaction

By Jared Braiterman, Nadav Savio

Type: Article

Price: $8.50

Need Based Calling: Staying Connected In A Disconnected World

By Theo Callahan

Type: Article

Price: $8.50

Most mobile marketing campaigns target the mobile device user as the recipient of marketing information, but sales and marketing professionals may also use the devices to disseminate marketing information more effectively. Need Based Calling software is designed to automate outbound calls on PDA phones allowing users of smartphones to make smart phone calls. Upon activation, the software creates a queue of phone calls to be made and then automates the process of dialing the contacts in the queue, one after the other. After each call, the PDA screen shows the information for the next call in the queue and, after a brief delay to allow the user to read about who they are calling and why, dials the contact.

Developing Mobile Marketing Strategies

By Ashok Ranchhod

Type: Article

Price: $8.50

This is a conceptual paper looking at how technological factors have led marketing to its present state with regards to mobile marketing. With mobile marketing set to grow exponentially as technology improves and prices drop, this paper attempts to search for models for marketing best practice over the next few years.