NDLI: Analysis of the Actual Response Rates in Mobile Advertising

Content Provider	IEEE Xplore Digital Library
Author	Hye Sun Lee Chi Hyung Lee Gun Hee Lee Yi-Hyun Kim Bong Gyou Lee
Copyright Year	2006
Description	Author affiliation: Graduate Sch. of Inf., Yonsei Univ., Seoul (Hye Sun Lee; Chi Hyung Lee; Gun Hee Lee; Yi-Hyun Kim; Bong Gyou Lee)
Abstract	This study analyzed trends of recent mobile advertising in Korea by examining users' response rates of mobile advertisements, and the effectiveness of new advertising strategies designed to attract more customers. Mobile advertising is rapidly developing, and various formats of mobile advertisements are emerging into what is known as interactive media. Unlike passive advertising methods, mobile advertising can target specific audience groups, and provide instant feedback on whether it attracts a user or not. However, despite its advantages, mobile advertising has many obstacles that prevent it from performing to its potential. The methods used to conduct this study include the analysis of customers' response rates, interviews and case studies. The analysis implies that customers differently respond to mobile advertising messages by content type, time, and age, and that new techniques in mobile advertising continue to promote mobile handsets to become useful advertising tool
Starting Page	1
Ending Page	5
File Size	351420
Page Count	5
File Format	PDF
ISBN	1424406730
DOI	10.1109/INNOVATIONS.2006.301933
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2006-11-19
Publisher Place	United Arab Emirates
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Couplings Speech analysis Demography Feedback Mobile communication Mobile handsets Timing Advertising Pattern analysis Information analysis
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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