Presentation Effects of Mobile Advertising- Product Categories and Advertising Formats Fit
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.
Format Mobile advertising Presentation effects Product category
Ching-Chang Lee
Department of Information Management National Kaohsiung First University of Science&Technology Kaohsiung,Taiwan,R.O.C.
国际会议
第八届国际移动商务会议(Eighth International Conference on Mobile Business)
大连
英文
120-125
2009-06-27（万方平台首次上网日期，不代表论文的发表时间）