Running head: MOBILE ADVERTISING: AN EFFECTIVE WAY OF ADVERTISING 1 Mobile Advertising: An Effective Way of Advertising (original) (raw)
Related papers
Interactivity's Unanticipated Consequences for Marketers and Marketing
Journal of Interactive Marketing, 2009
The digital interactive transformation in marketing is not unfolding, as many thought it would, on the model of direct marketing. That model anticipated that digital media using rich profiling data would intrude marketing messaging more deeply and more precisely into consumer lives than broadcast media had been able to do. But the technology that threatened intrusion is delivering seclusion. The transformation is unfolding on a model of consumer collaboration, in which consumers use digital media that lie beyond the control of marketers to communicate among one another, responding to marketing's intrusions by disseminating counterargument, information sharing, rebuttal, parody, reproach and, though more rarely, fandom. Globally the media of collaboration range from consumer review sites like Epinions and Trip Advisor, to collaborative networking sites like Bebo, Facebook, Orkut and Meetup, to trading sites like Craigslist and EBay, and user-generated content sites like YouTube, Cyworld, and blogs. This paper reviews five emerging paradigms governing marketing in the environment of these new media. It concludes that while meaning-making remains the central purpose of marketing communication, the shift from broadcasting to interaction within digital communities is moving the locus of control over meanings from marketer to consumer and rewarding more participatory, more sincere, and less directive marketing styles.
Interactivity's Unanticipated Consequences for Markets and Marketing
2009
The digital interactive transformation in marketing is not unfolding, as some thought it would, on the model of direct marketing. That model anticipated that marketing, empowered by digital media using rich profiling data, would intrude ever more deeply and more precisely into consumer lives than broadcast media had been able to. Instead the transformation is unfolding on a model of consumer empowerment, in which consumers use digital media to communicate with one another and deal with marketing's intrusions, showing none of the passivity displayed by mass media audiences. This paper categorizes five roles for the interactive consumer and draws implications for marketing practice. It concludes that the balance of power over marketplace meaning-making is shifting from marketer to consumer to the extent that media usage migrates from broadcasting to interactivity. The new marketplace rewards more participatory, more sincere, and less directive marketing styles than the old.
Deconstructing and Operationalizing Interactivity: An Online Advertising Perspective
The Journal of Information Technology Theory and Application, 2011
In an online advertising context, this empirical study examines the influence of the interface characteristic interactivity on important user perceptions and their intention to use a website. Results indicate that social presence and telepresence are significant predictors of attitude toward online advertisements, satisfaction with online advertisements, and subsequent intentions to use a host website. Also indicated by this study is the significant influence of interactivity, as well as consumer involvement and the interaction between these two variables. The outcomes of this study offer preliminary insight into the conceptualization and affect of interface characteristics, such as interactivity, in online advertising. Keywords: Interactivity, online advertising, speed, range, mapping, social presence, telepresence INTRODUCTION Online advertisement has fundamentally changed how companies spend their marketing dollars. Although investment in traditional marketing media such as print...
Measuring the Effects and Effectiveness of Interactive Advertising
Journal of Interactive Advertising, 2000
Although interactive advertising is not new, its scale, scope and immediacy has increased substantially with the diffusion of new technologies such as the Internet. The growth of interactive advertising highlights the role of the consumer in the determining the effects and effectiveness of advertising, while challenging traditional assumptions about how advertising works. The active role of the consumer in determining the effects of advertising has important implications for how the effects and effectiveness of advertising are measured and how various measures are interpreted. The present paper offers a discussion of these issues and compares and contrasts traditional notions regarding the measurement of advertising effects with notions that recognize the active role of the consumer in interacting with advertising and the advertiser. Implications for future research are discussed.
Measuring the Effects and Effectiveness of Interactive Advertising: A Research Agenda
2000
Although interactive advertising is not new, its scale, scope and immediacy has increased substantially with the diffusion of new technologies such as the Internet. The growth of interactive advertising highlights the role of the consumer in the determining the effects and effectiveness of advertising, while challenging traditional assumptions about how advertising works. The active role of the consumer in determining the effects of advertising has important implications for how the effects and effectiveness of advertising are measured and how various measures are interpreted. The present paper offers a discussion of these issues and compares and contrasts traditional notions regarding the measurement of advertising effects with notions that recognize the active role of the consumer in interacting with advertising and the advertiser. Implications for future research are discussed.
Alkis Meletiou Thesis Final ‘‘The Impact of Mobile Advertising on Customer Engagement ”.pdf
With an enormous expansion in the use and reliance on mobile devices and social media, there has been a shift in the direction and speed of interactions, with the expectation of the consumers, in their conversations with the brand, to have a real-time relevance. Now, the ability of a company to build long-lasting relationship with their customers depends on effective communication, at one time, across a variety of channels. A continual stream of two-way dialogue is required between the brand and the customer, which is complemented by the relevance and speed of communication. The marketers and the advertisers, to effectively target and engage their customers, are coming up with innovative ideas, to attract new customers and enhance the experience of existing ones. Effective mobile advertising is a significant addition to the advertising campaign for a product or service, and an important tool for value creation. The research study is motivated by the significance of the two concepts: mobile advertising and customer engagement, and the association between the two variables. It aims to explore the impact of the determinants/components of mobile advertising on customer engagement statistically, which would lead us to understand the relationship, with the perspective of the customers (university students).
Journal of Interactive Advertising, 2005
The recent arrival of interactive messaging/marketing units (IMUs) begs the question: Does interacting with an advertisement enhance its persuasive appeal? How does interactivity compare with other structural features of online ads such as animation and ad shape? A 3 (Interactivity: Low, Medium, High) x 2 (Animation: Animated, Static) x 2 (Ad Shape: Banner, Square) fully-crossed factorial within-participants experiment was conducted to explore these questions. All participants (N = 48) were exposed to 12 news-article Web pages, with one ad in each of them. Results show not only that the level of interactivity is positively associated with ad and product attitudes, but also that it interacts with animation and ad shape in complex ways to influence the persuasion process.
The growth of interactions and dialogs in interactive marketing
As interactive marketing is expanding in scope and reach, an emerging feature is the growth of interactions and dialogs, not only between the firm and the consumer, but also among consumers, particularly through online social networks. MySpace.com and Facebook.com are just the prominent examples of these conversational platforms, but the phenomenon is more pervasive. Firms are "listening in" to these dialogs and are increasingly customizing their Web sites and multiple device interfaces to the needs of the users and are opening up opportunities to interact across multiple channels.
Engaging Consumers in Mobile Phone Campaigns through Online Communication M d lina Moraru (Buga
In the beginning of the social media era, the relationship between online and offline advertising was competitive in terms of efficiency and target appeal. Accordingly, account planners and copywriters started to organize campaigns on both levels, adjusting the promotional message according to each channel. Mobile phone brands were among the first to adopt this strategy. This happened because, their services were addressed to various demographics and efficient communication engages consumers in virtual communities. Moreover, the mobile phone category requires frequent updates and the most effective way to understand consumer behavior is to pursue them daily. Our research aims to analyze the online communication of four important mobile phone brands from different countries: Vodafone-Romania, Orange-France, T-Mobile-United Kingdom and Virgin Mobile-Australia. We investigated their online campaigns and brand activities between 2012 and 2014 focusing on their use of the social platform Facebook. Keywords: Facebook, advertising, mobile phones, consumers;