A3 Refereed book chapter or chapter in a compilation book
Retailer use of permission-based mobile advertising
Authors: Salo Jari, Tähtinen Jaana
Editors: Irvine Clarke III, Theresa B. Flaherty
Publisher: IGI Global
Publication year: 2005
Book title : Advances in Electronic Marketing
Journal name in source: Advances in Electronic Marketing
ISBN: 978-1-59140-321-0
DOI: https://doi.org/10.4018/978-1-59140-321-0.ch008
Web address : http://api.elsevier.com/content/abstract/scopus_id:33749620225
Abstract
This chapter shows how retailers - without any previous experience or education - utilize a new mobile advertising channel. The chapter focuses on permission-based mobile advertising and the specific features that should be considered when designing and targeting mobile advertising. The empirical part of the chapter analyzes data from a field trial where Finnish retailers were able to use mobile advertising. The empirical data is obtained through the use of content analysis. Data analysis explores whether the retailers positioned the m-adverts to target either individuals or groups and whether the content of the m-adverts reflected and utilized the medium's specific features. The results of this analysis suggest that both retailers and advertising agencies have to learn how to use m-advertising as a new media. Conclusions of the chapter suggest ways to fully utilize the potential of mobile advertising. © 2005, Idea Group Inc.
This chapter shows how retailers - without any previous experience or education - utilize a new mobile advertising channel. The chapter focuses on permission-based mobile advertising and the specific features that should be considered when designing and targeting mobile advertising. The empirical part of the chapter analyzes data from a field trial where Finnish retailers were able to use mobile advertising. The empirical data is obtained through the use of content analysis. Data analysis explores whether the retailers positioned the m-adverts to target either individuals or groups and whether the content of the m-adverts reflected and utilized the medium's specific features. The results of this analysis suggest that both retailers and advertising agencies have to learn how to use m-advertising as a new media. Conclusions of the chapter suggest ways to fully utilize the potential of mobile advertising. © 2005, Idea Group Inc.
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