MOBILE ADVERTISING – A STUDY WITH SELECTED SHOPPING CENTERS IN NELLORE, A.P
Journal Title: Elysium Journal of Engineering Research and Management - Year 2014, Vol 1, Issue 1
Abstract
Mobile advertising is a fresh way of marketing, and it is changing step by step from basic SMS messaging to more interactive and intelligent communication channel, such as MMS and Java based applications. Mobile technology is developing constantly, which attracts both advertisers and customers. Thus, mobile advertising will become more common in the near future. Mobile advertising has many specific features that differentiate it from other forms of advertising. Usually mobile marketing is permission based. Permission-based advertising means that people give their permission to allow the marketer to educate them on its products and services, thus permissions are a requirement. It can also be divided into push and pull categories. However, mobile advertising is moving more towards dialogue type of advertising. In addition, especially factors such as time and location, personal characteristics of customers, content and information of mobile ads should be considered when sending mobile adverts. Mobile marketing and advertising has been studied during the recent years mainly from consumers’ point of view and from the viewpoint of enabling technologies of mobile marketing. In this context, it is important to note that satisfaction towards advertising via mobile devices pertains to consumers’ perception toward this advertising type in general and not to the exposure to one particular ad. In general, perceptions are “mental states used by individuals to structure the way they perceive their environment and guide the way they respond to it”. Consequently, our research interest focuses on the antecedents of consumer perceptions toward advertising via mobile devices. In this study the perception toward advertising via mobile devices is measured along various dimensions. The aim of the study is to investigate the customers’ opinion about the mobile advertising The goal is to identify the growth and trends of the mobile advertising in India and impact of mobile advertising in customers purchasing decision, problems and prospects of mobile advertising, etc. in the present study area. The main aim of this study is to identify the general opinion of the customers about mobile advertising in their day-to-day life.
Authors and Affiliations
BalaSubramanian J V
Keywords
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