...Determinants of Mobile Advertising Effectiveness: A Field Experiment _______________ Yakov BART Andrew T. STEPHEN Miklos SARVARY 2012/38/MKT Electronic copy available at: http://ssrn.com/abstract=2029496 Determinants of Mobile Advertising Effectiveness: A Field Experiment Yakov Bart* Andrew T. Stephen** Miklos Sarvary*** March 21 2012 * Yakov Bart (Yakov.Bart@insead.edu) is an assistant professor of marketing at INSEAD, 1 Ayer Rajah Avenue, Singapore 138676. Andrew T. Stephen (AStephen@katz.pitt.edu) is an assistant professor of business administration and Katz Fellow in marketing at the Joseph M. Katz Graduate School of Business, University of Pittsburgh, 318 Mervis Hall, Pittsburgh, PA 15260. Miklos Sarvary (Miklos.Sarvary@insead.edu) is Professor of Marketing and The GlaxoSmithKline Professor of Corporate Innovation at INSEAD, Boulevard de Constance, Fontainebleau 77305, France. All authors contributed equally to this work and their names are listed in random order. This research was funded by a Google-WPP Marketing Research Award and the INSEAD Alumni Fund. The authors thank George Pappachen, Ali Rana, Kara Manatt, and Aaron Katz for their assistance and support with this research. This paper can be downloaded without charge from the Social Science Research Network electronic library at: http://ssrn.com/abstract=2029496 * Assistant Professor of Marketing at INSEAD, 1 Ayer Rajah Avenue 138676 Singapore. Email Yakov.bart@insead.edu Assistant Professor...
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...业。但在营销投入方面十分欠缺，出现了用户浏览时间与广告投放费用严重不匹配的现 象。本文对此也提出了弥补方法，一是加大在移动互联网端的广告投入，二是通过移动 互联网营销的实际案例，提出移动互联网时代新型的更有效的营销方式。 关键词：移动广告 中外对比 移动互联网营销 I Abstract With the substantial popularization of mobile devices and the development of wireless Internet technology, mobile Internet media market has shown an amazing boom in China. To differentiate the similarities and differences between mobile Internet media market in China and overseas, I collect data in terms of market scale, mobile ad target industry and mobile Internet media. The result shows that there is still a huge gap for Chinese mobile Internet advertising market to cover. Although the future of Chinese mobile Internet ad is bright and promising, it is still facing a major problem which is lack of marketing. I find that the percentage of time people spent on mobile devices is disproportionately larger than that of the money advertisers invest in mobile Internet advertising. In order to solve this problem, two ways are recommended. First, the advertisers should pay attention to the surge of this new media and invest more in mobile ad. Second, the advertiser should utilize the special characters of mobile Internet and create new and efficient ways of marketing which can only be effective in this upcoming mobile Internet age. Key Words: Mobile Internet Advertising Mobile Internet Marketing II 诚信保证 我通过自己的签名保证：我的论文是独立完成的，无他人代笔，所有从出版物中的 引用（包括图表等）均注明了出处；除了注明的文献之外，没有使用其他文献。 签名： 日期： III 目 录 第一章...
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...Questionnaire on Customer Attitude towards Mobile Advertising Personal Details: Age: O Below 18 Years O 18Years – 30 Years O Above 30 Years Gender: O Male O Female Occupation: O Student O Self-Employed O Business O Professional Highest Qualification O UG O PG O Others.....................(Pls Specify) Income O Below Rs25000/- Ors 25000/- --Rs50000/- OAbove 50000/- Please read the following instructions * Clearly understand the following statements and rate accordingly * Details mentioned are strictly confidential and for academic purpose only. SCALE-1: Strongly disagree; 2: Disagree; 3: Neutral; 4: Agree; 5: Strongly agree (1) (2) (3) (4)(5) 1) I feel comfortable receiving mobile advertisements. O O O O O 2) Mobile advertising is highly accessible. (Anytime, anywhere) O O O O O 3) I feel that getting useful information from mobile advertising saves time. O O O O O 4) It is easy for me to read mobile advertisements. O O O O O 5) I will use mobile advertisements to make purchase whenever possible O O O O O 6) Mobile advertisement should NOT be too boring with its text content. O O O O O 7) Mobile advertisement is one of the source of information O O O O O 8) I feel mobile advertisement offers me timely information. O O O O O 9) How often do you receive ads O O O O ...
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...Urban Outfitters mobile advertising campaign Brand I would like to build a one-month mobile advertising campaign for is young clothing brand – Urban Outfitters (UO). The brand is now famous for its music relations – their Vynil records sales are a major part of UO’s inventory. It already has the mobile app that works as an in-app online shop, it also collects a lot of data about the users, though, many users still prefer to use the original website for online shopping. Urban Outfitters doesn’t just sell the outfits, it also sells life-style: the beauty of being young, hipster-ish, stylish freedom. And this things are directly correlated to music tastes. I would suggest to buld in the app the music player, that will suggest different outfits on the basis of the music people like, as well as suggest music on the basis of the clothes people choose. Partnering with the streaming services – I would choose Deezer, since it is new to American market and also needs advertising partners. UO also can launch a commercial campaign on Deezer in the way of pre-roll audio that shows the method of clothing-music binding and gives the viewer download app immediately. I would also add audio insert message advertising UO in Spotify app when user chooses particular playlists (like Indie music, all mood-based playlists, etc.). I wouls also try programmatic ad-buying platform for the UO, since it is good at identifying target audience. And UO fans are really particular audience that is easyly identified...
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...Pinkberry drives in-store product launch trial via mobile advertising Frozen yogurt chain Pinkberry launched a location-based ad campaign that served up mobile coupons to lure nearby consumers into stores in April. The ads ran within the Pandora iPhone app with creative that showed consumers how many miles away they were from a Pinkberry location. When clicked on, a landing page presented an offer for $1 off of a greek yogurt product. The landing page also included directions and a click-to-call option. The coupon was redeemable by showing a screen grab of the ad at the point-of-sale. As marketers increasingly look to make mobile ads more contextual and relevant to consumers, location and targeted data has been one of the biggest growth areas in the industry this year. In Pinkberry’s case, consumers are more inclined to interact with the banner ad since it ties together an offer with a specific location. • When consumers tap on the mobile ad, a landing page is brought up with four tabs that run across the top of the page – home, map, details and call. • The homepage of the ad shows the offer, which runs through April 30. Consumers can save the coupon by taking a screenshot of the ad to show at the point-of-sale. • Under the maps tab, consumers can view the address and directions to the nearest Pinkberry store. • Additional information about the product is under the details tab, and consumers can choose to call the local store via the ad. • Tying a coupon to...
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...smartphones), mobile advertising promises to be a huge growth area. The Kelsey Group, a market research firm, projects that the mobile advertising market will balloon from $160 million in 2008 to $3.1 billion in 2013. Of course, that is just an educated guess which will turn out wrong. But there is no doubt that mobile advertising will be much bigger in four years, perhaps even ten to 20 times bigger than it is today. Where will all of that mobile ad money go to? Here I think the Kelsey group is more on target. It projects that mobile search will go from 24 percent of the total mobile ad market last year to 73 percent of the much larger pie in 2013, according to a recent research note put out by Citi analyst Mark Mahaney, which is where I’m getting all of these numbers. Display ads are projected to go from 13 percent of the total to 18 percent, while SMS ads will decline as a percentage from 63 percent to 9 percent (see charts). So once again it looks like search is going to be the big winner. No wonder Google is so focused on mobile search as one of its major sources of growth. Think about it. Display ads take up precious real estate on your phone screen and tend to just get in the way and be an annoyance. That’s why most people don’t like them. But when you are doing a search on your phone, you are often looking for something nearby—a store, a restaurant, a dry cleaner. You are more open to ads, especially if they are relevant to your search. Mobile search is particularly...
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...Int. J. Electronic Finance, Vol. 5, No. 1, 2011 15 Towards a conceptual model: a path analysis of fundamental relationships affecting mobile advertising effectiveness Justin Beneke School of Management Studies, University of Cape Town, South Africa E-mail: Justin.Beneke@uct.ac.za Abstract: This research aims to establish how attitudes towards mobile advertising ultimately influences purchase intention. A conceptual model was developed, linking the constructs attitudes, attention, involvement and purchase intention in the context of mobile advertising. The model was tested with a sample of 250 young adults using Partial Least Squares (PLS) analysis. Findings indicated that a positive relationship exists between a consumer’s attitude towards mobile advertising and his or her purchase intention. However, this relationship was found to be partially mediated by the attention that a consumer pays to the mobile advertisement, as well as his or her involvement in it. Keywords: mobile advertising; attitude; attention; involvement; purchase intention; e-finance; South Africa. Reference to this paper should be made as follows: Beneke, J. (2011) ‘Towards a conceptual model: a path analysis of fundamental relationships affecting mobile advertising effectiveness’, Int. J. Electronic Finance, Vol. 5, No. 1, pp.15–31. Biographical notes: Justin Beneke is a Lecturer in the Marketing Section of the School of Management Studies at the University of Cape Town (UCT). His fields of interest...
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...21st Century Mobile Marketing Global Insights into the Worldʼs Most Advanced Mobile Society: Japan Christopher Billich, Infinita Inc. April 11, 2008 According to industry data released by Japanʼs largest advertising agency Dentsu in late February, mobile advertising expenditures in the Japanese market in 2007 increased by almost 60% compared to the previous year, reaching ¥62.1 billion (ca. USD 621 million). This result tops even Dentsuʼs own optimistic prognosis, published 12 months earlier, by 12%. An impressive performance in an advertising market close to saturation - total advertising expenditures in Japan only grew by 1.1% from 2006 to 2007, and by 1.7% between 2005 and 2006. campaigns and actually sign up for promotions or make purchases as a result. Close to another third click on ads, but do not participate in promotional offers. Thus, there is no question that mobile advertising will continue to gain in significance in Japan - a market where more than 4 in 5 of a total 100 million mobile subscribers use mobile data services. 1,500 1,125 750 375 0 2000 2002 2004 2006 2008 2010 Mobile advertising up 60% in 2007 For the first time ever, online advertising expenditures (¥ 443.6 billion, ca. USD 4.4 billion) exceeded combined radio and magazine advertising expenditures, which each were down around 4% on a YoY basis. Newspaper advertising suffered even more heavily at -5%, and TV advertising expenditures are down for the third year in a row. While the importance of...
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...Case Study Mob War: “Google V/S Facebook Mobile Ad Revenue Shootout” Submitted By: Amaan Ansari ABSTRACT With the advent of tablets and smartphones the mobile advertisement segment has got a shot in the arm like never before. Initially termed as unnecessary cluttering of the device has entered a whole new dimension it seems as the latest reports by a World Wide Web giant, Facebook, suggest its success. So is the mobile advertisement heading for happily ever after? Reports by another World Wide Web giant, Google, suggest otherwise. The case takes into consideration the popularity, inherent qualities and limitations, pricing, challenges and scope of improvement of mobile advertising with respect to two biggest contributors to this segment i.e. Google and Facebook. So what exactly is the scenario? Let’s find out. INTRODUCTION Advertisers in the online realm are spoilt for choice. They have the option of utilizing large sites or a plethora of specialized websites, both large and small, to reach consumers with varied interests. However, few plans can be complete without including the big daddies viz. Google or Facebook - or both - because their sheer dominance on the web. In India, their combined estimate comes out to two-thirds of the total advertising moolah. In 2012, Google’s earnings were almost $44 billion from advertising worldwide as compared to marginally over $5 billion for Facebook. The latter is significantly smaller but plays a special role in...
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...In a world of ubiquitous advertising chaos and consumer avoidance, it can be extremely difficult for advertisers to penetrate the clutters to reach potential consumers, probably there is no other emphatic concept has caught more interest from advertisers than engagement as it embodies a sense of involvement. (Calder 2012). Meanwhile, digital technology continues to emerge, the enveloping technologies has impacted the communication between individuals in daily life, on the other hand, it has modified how advertiser engage with targeted consumers in a digital age. When it comes to advertising, Digital technologies have fundamentally revolutionized how and where advertisers implement the practices in the advertising industry. It defines as “digital advertising”, a form of advertising where businesses implement internet technologies to present promotional advertisement to consumers, digital advertising also includes brand messages presented through social media networking, online advertising on search engines, as well as banner advertising on mobile and website. (Andrew 2010). When it comes to advertising expenditure, digital platforms offer a greater opportunity, timeliness, and relevance to achieve greater understanding to advertising expenditure. This essay will be discussing how advertisers accommodate the trending in digital development and how to engage with the potential consumer in digital ages through three components. First of all, advertising on social media networking...
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...A PROJECT REPORT ON LOCATION BASED MOBILE ADVERTISEMENT IN AHMEDABAD Report Submitted to: INDUS INSTITUTE OF TECHNOLOGY & ENGINEERING & AHOY TELECOM CREATION As Partial Fulfillment of Requirement for the Post Graduation in Master in Business Administration By: - Bharat Bindrani, (11MBA004) Rewant Vyas, (11MBA057) Declaration by the Student We hereby declare that this project report titled “Scope of Location Based Mobile Advertisement in Indian Semi- organized Retail” has been submitted by us for the requirement for the Post Graduate in Master in Business Administration This is the result of original work carried out by us. This report has not been submitted by anyone or anywhere else. Bharat Bindrani Rewant Vya PREFACE “True learning is born out of experience & observation”. Practical experience is one of the best types of learning that one can remember the aspects of administration & management. The day comes to apply these in corporate world in context of modern industrial enterprise that has to go through its different terminal to achieve the corporate goal. The main objective of practical training is to develop practical knowledge and awareness about industrial environment & business practices in the student as a supplement to theoretical studies of marketing management. It increases the skill, ability & attitude to performance specific job in the industrial environment. Fortunately...
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...Jiuxiao Wang, Pinga Benjamin Francis Guided research Jan 30, 2015 Mobile Advertising Outline I. Introduction * The introduction of advertising * What is the mobile advertising II. The mobile Internet advertising spending share and its allocation 1.Horizontal comparison of mobile advertising 2. Vertical comparison of mobile advertising III. Popularization of mobile equipment and development of mobile advertising platform * The popularization of the mobile phone * Examples of Apple and Samsung IV. The efficiency of the mobile advertising * The speed * The quantity V. The decay of traditional advertising media * Television * Newspaper and Magazine * Classic advertising case VI. The limitations of the mobile advertising * Disorder * Emerging industry * The occupation of traditional advertising VII. Conclusion I. Introduction One definition of advertising is: “Bringing a product (or service) to the attention of potential and current customers. Advertising is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product.” With the development of hundreds of years, the types of advertising are various. For examples, the television advertising, online advertising, press advertising, street advertising, billboard advertising and the mobile advertising. There are so many choices for the business company, so which one is...
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...Report Global Trust in Advertising and Brand Messages April 2012 CONSUMER TRUST IN “EARNED” ADVERTISING GROWS IN IMPORTANCE Trust in traditional paid advertising messages declines Earned media sources remain most credible Confidence in online and mobile advertising increases Regional variances offer global marketers opportunities Improved relevance in advertising has room to grow The voice of fellow consumers continues to be strongly heard when it comes to the most trusted forms of advertising. Ninetytwo percent of consumers around the world say they trust earned media, such as word-of-mouth or recommendations from friends and family, above all other forms of advertising—an increase of 18 percent since 2007, according to a new study from Nielsen, a leading global provider of information and insights into what consumers watch and buy. Online consumer reviews are the second most trusted source of brand information and messaging, with 70 percent of global consumers surveyed online indicating they trust messages on this platform, an increase of 15 percent in four years. Nielsen’s Global Trust in Advertising Survey of more than 28,000 Internet respondents in 56 countries shows that while nearly half of consumers around the world say they trust television (47%), magazine (47%) and newspaper ads (46%), confidence declined by 24 percent, 20 percent and 25 percent, respectively, between 2009 and 2011. Still, the majority of advertising dollars are spent on traditional...
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...DIGITAL MARKETING PLAN – OLA AUTOS DIGITAL MARKETING PLAN – OLA AUTOS Done by: Ayush Srivastava - 32 Manjula Puranik - 77 Tanika Naik - 160 Done by: Ayush Srivastava - 32 Manjula Puranik - 77 Tanika Naik - 160 INTRODUCTION The internet and ascents in digitization and social networking have transformed how companies reach out and connect to their clients and partners. Digital marketing has proved to be a commanding enabler and radical of business models. We see its consumption going beyond the normal boundaries of geography and time. Flourishing evidence points that a persistent digital presence, based on a sound understanding of the eccentricities of the digital landscape, transforms into major business value. For our Digital marketing plan we have selected Ola Auto services as it is a new service with little digital marketing if any done as of now. Our digital marketing plan for the same is as given below. Target Audience Keeping the product in mind, the plan aims to target the masses, hence we will be having multiple targets, with varying priorities which are as follows: * Young College Going Students – Priority 1 * Profile: 18-25 yrs, budget constraints, irregularity in buying patterns, maximum consumption on weekends * Requirements: Availability in the evenings, especially on weekends, last minute bookings, short distance travel * Expectations: Cheap fares, Quick and hassle free service, gps for unknown locations, music...
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...Advertising or advertizing in business is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. advertising, the techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way toward what is advertised. Most advertising involves promoting a good that is for sale, but similar methods are used to encourage people to drive safely, to support various charities, or to vote for political candidates, among many other examples. In many countries advertising is the most important source of income for the media (e.g., newspapers, magazines, or television stations) through which it is conducted. In the noncommunist world advertising has become a large and important service industry. In the ancient and medieval world such advertising as existed was conducted by word of mouth. The first step toward modern advertising came with the development of printing in the 15th and 16th centuries. In the 17th century weekly newspapers in London began to carry advertisements, and by the 18th century such advertising was flourishing. Modern advertising was created with the innovative techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, which is often considered the founder of modern, Madison Avenue advertising...
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