1 / 9

Mobile Advertising Acceptance

Mobile Advertising Acceptance Leppaniemi , M., & Karjaluoto , H. (2005). Factors influencing consumers' willingness to accept mobile advertising: a conceptual model. International Journal of Mobile Communications, 3(3), 197-213. Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22

marcia-salas
Télécharger la présentation

Mobile Advertising Acceptance

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Mobile Advertising Acceptance Leppaniemi, M., & Karjaluoto, H. (2005). Factors influencing consumers' willingness to accept mobile advertising: a conceptual model. International Journal of Mobile Communications, 3(3), 197-213. • Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22 • Facebook: http://www.facebook.com/group.php?gid=133258548012 • Etherpad: http://ietherpad.com/7y3drhMCnq • Thursday, 07-Apr-2011 • EB22: Online Marketing: Lecture 37 • Auditorium 4, ITU, Copenhagen, Denmark

  2. M-Advertising Potential to become the best-targeted advertising medium USA: Mobile Web-based Advertising Europe: SMS and MMS based advertising

  3. Insights into M-Advertising Industry 3.1 Mobile is a growing advertising medium

  4. Insights into M-Advertising Industry 3.2 M-advertising is cost-effective

  5. Developing Technology and M-Advertising

  6. Fuller’s Five Critical Factors to Distinguish Email from Spam

  7. Choice (mobile marketing is acceptable only to consumers that opt-in to receive it) • Control (consumers who opt-in must have any easy way to opt-out of all mobile marketing) • Constraint (consumers should be able to set limitations on messages received) • Customisation (analytical segmentation tools will help advertisers optimise message volume, ROI, and relevancy to the consumer) • Consideration (consumers must perceive value in any mobile marketing campaign) • Confidentiality (privacy policies must be aligned between the carrier and the brand). MMA’s Code of Conduct: 6 C’s of Privacy

  8. Conceptual Model of Consumers’ Willingness to Accept Mobile Advertising

  9. Discussion

More Related