MKTG 4560 Chapter Notes -Mobile Advertising
7 Oct 2014
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Document Summary
Pull" campaigns that effectively co-opt the customer into accepting messages and even bonding with the advertiser. Mobile devices such as smartphones and tablets are already transforming. Advertising"s age-old push" model of broadcasting messages to all and sundry, Businesses need to learn how to leverage data about the characteristics, Speed of change adds to the urgency for businesses. Earliest mobile advertising took the form of displaying ads: banners and boxes, Shoehorning trying to make old ad formats work in places that don"t fit. Banners are: hard to read on a mobile device, annoyance rate is higher, ad. Search advertising, where google rules, draining away ad dollars from old-guard. Google users are already looking for info, doesn"t feel like an intrusion, even. Telecom company in the philippines- coded textbooks on to sim cards that slip. For most advertisers - capture mobile users engaged in something they"re doing. No such thing as a single mobile experience.
