Effective advertising on mobile phones: a literature review and presentation of results from 53 case studies

Taezoon Park; Rashmi Shenoy; Gavriel Salvendy

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Effective advertising on mobile phones: a literature review and presentation of results from 53 case studies

机译：有效的手机广告：文献回顾和53个案例研究的结果介绍

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The attempts of using the wireless network as a new advertising media are rapidly increasing. This paper proposes a framework for understanding the characteristics of advertising through mobile phones. The paper discusses the traits of online advertisements and comparison to other advertising media. It also presents the overview of different conceptual models for advertising and suggests a conceptual model for mobile phone advertising. A review is presented on the factors affecting the effect of mobile advertising and three groups of factors are suggested; advertisement; audience; and environment. A total number of 53 case studies is collected and categorised based on product category, business object, target audience and advertisement type. Four observations are made from the case studies in the viewpoint of the three factor framework.

机译：使用无线网络作为新广告媒体的尝试正在迅速增加。本文提出了一个框架，以了解通过手机广告的特征。本文讨论了在线广告的特点以及与其他广告媒体的比较。它还概述了广告的不同概念模型，并提出了手机广告的概念模型。对影响移动广告效果的因素进行了回顾，并提出了三组因素：广告;听众;和环境。根据产品类别，业务对象，目标受众和广告类型，总共收集并分类了53个案例研究。从三要素框架的观点出发，从案例研究中得出四个结论。

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来源
《Behaviour & Information Technology》 |2008年第5期|p.355-373|共19页
作者
Taezoon Park; Rashmi Shenoy; Gavriel Salvendy;
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作者单位

School of Industrial Engineering, Grissom Hall, Purdue University 315 N. Grant St., West Lafayette, IN 47907-2023. USA;

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原文格式 PDF
正文语种 eng
中图分类计算技术、计算机技术;
关键词
mobile advertisement; case study; framework;

机译：移动广告;案例研究;框架;

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机译：Telefoner i Trafikken：En Litteraturgjennomgang av Forskning om mobiltelefonburk og Bilkjoring（交通和电话：移动电话使用和驾驶研究文献综述）

Effective advertising on mobile phones: a literature review and presentation of results from 53 case studies

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