NDLI: Presentation Effects of Mobile Advertising - Product Categories and Advertising Formats Fit

Content Provider	IEEE Xplore Digital Library
Author	Ching-Chang Lee
Copyright Year	2009
Abstract	Due to the development and maturity of mobile devices and wireless network techniques, mobile devices have become the most personal medium available, and have led to new marketing applications and activities. Mobile advertising is considered as the most potential business field of the future. This study investigated the presentation effects of mobile advertising upon texts, images, and films by experimentation, and analyzed the fit between message formats and product categories. The research results demonstrated that mobile advertising of Search Goods upon Short Messaging Service (SMS) resulted in presentation effects and saves messaging costs. However, mobile advertising of Experience Goods and Mechanical Goods only revealed better presentation effect by Multimedia Message Service (MMS). Mobile advertising formats of Experience Goods could be images or films. Mobile advertising of Mechanical Goods should reveal better presentation effect only by films.
Starting Page	120
Ending Page	125
File Size	317622
Page Count	6
File Format	PDF
ISBN	9780769536910
DOI	10.1109/ICMB.2009.28
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2009-06-27
Publisher Place	China
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Advertising Message service Educational technology Internet Mobile handsets Information management Wireless networks Image analysis Costs Decision making Product category Format Mobile advertising Presentation effects
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
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