New Possibilities for Mobile Advertising

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Recommended: Advertisement in consumer culture

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Nowadays, mobile phone advertising is becoming the mainstream and a new avenues that offers endless possibilities as digital innovations in all types of digital media including mobile phones or cellphones, cellular-enabled PC or tablets and another brees of hand-held device which transform and totally changed the game on how marketers advertise through mobile advertising and that is the advent of smartphones or highly advanced form of mobile phones.
According to Dr. Preeta H. Vyas (2011), mobile phone at large is growing at exponential rate. This marketing medium of advertising provides interesting and promising opportunities to a marketer and the marketing industry as a whole. Though opportunity exists to advertise on mobile phones, it is essential for a marketer to understand the perceptions of mobile phone advertising and preference thereof. Different researches account indicates several international study which have attempted to study mobile phone advertising such as mobile advertising attitudes by Tsang et. al., 2009), Pernission-based Advertising by Barwise and Strong, 2004, Efficacy of Location based Advertising by Banerjee and Dholakia, 2008, Consumers Perception towards SMS Advertising in New Zealand by Caroll et. al.,2007, Relationship between Mobile Media Usage and Attitudes towards Mobile Phone Advertising by Drossos et. al.,2008, How Incentives Offered to College Students will enhance Mobile Advertising among them by Hanley, Becker and Martinson, 2008, Study on Consumers Attitudes towards Mobile Phone Advertising in emerging market by Chowdhury et. al., 2006, Impact of Personalization on Consumer Attitudes towards Mobile Advertising in China by Xu, 2006, Factors affecting Consumer intent...

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...ser’s Gratification Theory
This theory was supported by Peters et al. (2007) and O’Donohoe (2009) which explains on how consumers actively make decision on their certain needs and what motivates them to do so using the influence of media use. Katz et al. (2008) conduct a study under this theory and he further exclaimed on what causes consumers to link their gratification needs based on their media choice. In his study he found out that consumers use of media as a source of information to satisfy their gratification needs for the following reasons such as entertainment and information.
In addition, according to McQuail et al. (2009) stressed out that escapism is a common motivation for users of mass media. He also emphasized that most consumers seeks to satisfy their needs in order to express their personal identity and build relationship through the use of media.

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