Mobile Advertising Case Study

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1. Introduction
Mobile advertising is a new form of marketing media which provides opportunities to companies to reach their targeted customer. Marketing activities which are performed by means of mobile allow advertisers and marketers to directly communicate with their potential customers anywhere they wanted regardless of geographical location. Mobile advertising has recently referred as one of the best way to reach and interact directly with the customer without any clutter. Clutter causes least audience concentration while escalating viewer confusion (Elliott & Speck, 1998). The advertising clutters have allowed marketers to move their advertising focus toward least cluttered mediums, such as mobile advertising (Newell & Meier, 2007).
Most …show more content…

The mobile phones made a profitable entrance in the mids 1990 at that time mobile phone usage was restricted to dialing and receiving call. The second generation of mobile telecom which was called (2G) was introduced by Radiolinja (now Elisa) on the GSM standard in 1991. The digital technology introduced data services and SMS (Short Messaging Service) was the first such device. The SMS (Short Messaging Service) gradually began to grow with the passage of time and became largest by number of users in the world. It took six years from the launch of SMS (Short Messaging Service) until the first case of advertising would show on the data media channel when one finnish news provider present free of charge news headlines through SMS (Short Messaging Service). This guided quick testing on mobile advertising and mobile marketing and the first global conference to discuss mobile advertising was occurred in London in 2000 which was sponsored by Wireless Marketing …show more content…

Mobile advertising is cost-effective as compare to television, print and radio. The users of mobile always keep their mobile with themselves and does not shared with anyone. The advertiser can reach directly to their targeted consumer without any disorder. The mobile phone user can access SMS easily while they are in conference, cafés, restaurant, banks etc. If user does not have contact to mobile the SMS automatically get saved into his mobile inbox which user can later access also if user likes the advertising message there are chances that he will forward to his friends, colleagues, family members which could bring additional benefit to the

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