Research on the Advertisement Effect of Push Type Mobile Advertisement
Due to the development in mobile telecommunication, mobile advertisements using mobile telecommunication devices are drawing the attention as the new advertisement mean, following the internet advertisement, and the market size of the mobile advertisement is forecasted to only grow. Understanding of the characteristic of mobile medium and analyses of and application plans to the various newly developed advertisement types are necessary for the effective mobile advertisement. In this research, advertisement effects of the push type advertisement, among the mobile advertisement types, on the users were empirically analyzed. The push type advertisement is a marketing method that forcibly exposes the advertisements to the users, and the main examples are location based type, time based type, wireless internet connection type, multimedia type and coupon type advertisements. Advertisements were created based on the above five types, and a survey was carried out with the preselected surveyees as the subject. The result analysis was researched by dividing them into buying action effect and reminiscence effect based on the types. As the result, the differences in the advertisement effect by push type mobile advertisements was found to exist, and the effects on multimedia type and coupon type advertisement were especially large. In the future, research, not just on the push type advertisement, but also on the pull type advertisement should be carried out. And the research to eliminate the negative perceptions on mobile advertisements is necessary to increase the effect of mobile advertisements.
Mobile Advertisement Advertising Effects Advertisement Types Push Type Advertisement
Jung woo Lee Choong sik Lee Yong suk Park
Graduate School of Information Yonsei University Seoul, South Korea
国际会议
北京
英文
137-142
2009-11-21（万方平台首次上网日期，不代表论文的发表时间）