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HomeApplied Mechanics and MaterialsApplied Mechanics and Materials Vol. 248Research Advances in Mobile Advertising Areas

Research Advances in Mobile Advertising Areas

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Abstract:

As the rapid development mobile phone and mobile internet, the mobile phone is considered as the import interface between brands and consumers by managers. Mobile advertising, whichis defined as “any form of marketing, advertising or sales promotion activity aimed at consumers and conducted over a mobile channel is becoming the new promising marketing channel. Given this importance, how to conduct mobile advertising campaign to increase advertising effect is an big challenge for CMOs. To help the CMO to understand the mobile advertising, this paper reviewed recent research advances in mobile advertising researches.

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Mechanical Materials and Manufacturing Engineering II

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Periodical:

Applied Mechanics and Materials (Volume 248)

Pages:

555-558

DOI:

https://doi.org/10.4028/www.scientific.net/AMM.248.555

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Cite this paper

Online since:

December 2012

Authors:

Zheng Fang, Yang Yang, Fu Min Deng, Jing Cai

Keywords:

Consumer Attitude, Mobile Advertising, Mobile Marketing

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© 2013 Trans Tech Publications Ltd. All Rights Reserved

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