NDLI: Broadband mobile advertisement: What are the right ingredient and attributes for mobile subscribers

Content Provider	IEEE Xplore Digital Library
Author	Peng-Ting Chen Hsin-Pei Hsieh Cheng, J.Z. Yu-Sheng Lin
Copyright Year	2009
Description	Author affiliation: I-Shou University, Department of Business Administration, Kaohsiung County ¿ Taiwan (Peng-Ting Chen; Hsin-Pei Hsieh; Yu-Sheng Lin) \|\| Telcordia, Hsinchu County ¿ Taiwan (Cheng, J.Z.)
Abstract	With the developing of mobile communications technology, new business opportunity has been brought to the saturated mobile communications market. The high popularizing rate of mobile phone leads the mobile phone to be an indispensable implement. Meanwhile, it is becoming the new passage of sending advertisement, and brings a brand new business opportunity for the related companies of advertising and mobile communications service. Previously, traditional mobile advertisings were short message service without personal-based design. Thus, such advertisements sometimes are regarded as garbage messages. Even more, consumers might have negative attitudes toward advertisers. Under the trend of mobile broadband, 3G and 4G mobile broadband internet gave advertisers the feasibility of providing more diversified and personalized multimedia messages to subscribers. An effective mobile advertising is defined as sending appropriate message to the most potential subscriber at the best time in the right place. Therefore, judging the appropriate content, time, and place to the right subscriber has been the common issue to mobile advertisers and consumers. In this study, researches related to mobile advertising were collected and stated for the purpose of inducting 13 factors of personalized mobile advertising. The 13 factors of personalized mobile advertising are weather, user's activity, location, time, device type, promotion, price, brand, background of user, preference, interest, searching history, and virtual community. Further, the 13 factors were classified into three constructs, which are context, content, and personal profile. By inducting and classifying these factors, companies related to mobile advertising would have judgments on designing mobile advertisings. Meanwhile, advertising benefit rate (i.e. effectiveness of advertising) and consumer satisfaction would be expected to increase. Plus, operating profit of mobile communications service companies will be created.
Starting Page	625
Ending Page	632
File Size	151000
Page Count	8
File Format	PDF
ISBN	9781890843205
DOI	10.1109/PICMET.2009.5262055
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2009-08-02
Publisher Place	USA
Access Restriction	Subscribed
Subject Keyword	Advertising Mobile communication Business communication Mobile handsets Communications technology Companies 3G mobile communication 4G mobile communication Message service Internet
Content Type	Text
Resource Type	Article

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
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9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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