Mobile Adverting: The New Promising Marketing Channel

Yan Yan Xu; Yan Wu Zhao; Zheng Fang; Yan Dong Ren

doi:10.4028/www.scientific.net/AMR.774-776.1987

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HomeAdvanced Materials ResearchAdvanced Materials Research Vols. 774-776Mobile Adverting: The New Promising Marketing...

Mobile Adverting: The New Promising Marketing Channel

Abstract:

As the repaid development mobile phone and mobile internet, the mobile phone is considered as the import interface between brands and consumers by managers. Mobile advertising, Mobile advertising, which is 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. Mobile advertising is getting more and more sophisticated. Thus, how to apply mobile advertising to increase advertising effect is an important challenge for CMOs. To help the CMO to understand the mobile advertising, this paper reviewed recent advances in mobile advertising researches.

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Periodical:

Advanced Materials Research (Volumes 774-776)

Pages:

1987-1990

DOI:

https://doi.org/10.4028/www.scientific.net/AMR.774-776.1987

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Online since:

September 2013

Authors:

Yan Yan Xu, Yan Wu Zhao, Zheng Fang, Yan Dong Ren

Keywords:

Location Based Advertising (LBA), Mobile Advertising, Mobile Marketing

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