Broadband mobile advertisement: What are the right ingredient and attributes for mobile subscribers

Peng-Ting Chen, Hsin Pei Hsieh, Joe Z. Cheng, Yu Sheng Lin

Research output: Chapter in Book/Report/Conference proceedingConference contribution

6 Citations (Scopus)

Abstract

With the developing of mobile communications technology, new business opportunity has been brought to the saturated mobile communications market. The high popularizing rate of mobile phone leads the mobile phone to be an indispensable implement. Meanwhile, it is becoming the new passage of sending advertisement, and brings a brand new business opportunity for the related companies of advertising and mobile communications service. Previously, traditional mobile advertisings were short message service without personal-based design. Thus, such advertisements sometimes are regarded as garbage messages. Even more, consumers might have negative attitudes toward advertisers. Under the trend of mobile broadband, 3G and 4G mobile broadband internet gave advertisers the feasibility of providing more diversified and personalized multimedia messages to subscribers. An effective mobile advertising is defined as sending appropriate message to the most potential subscriber at the best time in the right place. Therefore, judging the appropriate content, time, and place to the right subscriber has been the common issue to mobile advertisers and consumers. In this study, researches related to mobile advertising were collected and stated for the purpose of inducting 13 factors of personalized mobile advertising. The 13 factors of personalized mobile advertising are weather, user's activity, location, time, device type, promotion, price, brand, background of user, preference, interest, searching history, and virtual community. Further, the 13 factors were classified into three constructs, which are context, content, and personal profile. By inducting and classifying these factors, companies related to mobile advertising would have judgments on designing mobile advertisings. Meanwhile, advertising benefit rate (i.e. effectiveness of advertising) and consumer satisfaction would be expected to increase. Plus, operating profit of mobile communications service companies will be created.

Original languageEnglish
Title of host publicationPICMET 2009 - 2009 Portland International Conference on Management of Engineering and Technology - Proceedings
Pages625-632
Number of pages8
DOIs
Publication statusPublished - 2009 Nov 27
EventPICMET 2009 - 2009 Portland International Conference on Management of Engineering and Technology - Portland, OR, United States
Duration: 2009 Aug 22009 Aug 6

Publication series

NamePICMET: Portland International Center for Management of Engineering and Technology, Proceedings

Other

OtherPICMET 2009 - 2009 Portland International Conference on Management of Engineering and Technology
CountryUnited States
CityPortland, OR
Period09-08-0209-08-06

All Science Journal Classification (ASJC) codes

  • Business, Management and Accounting(all)
  • Strategy and Management
  • Management Science and Operations Research
  • Management of Technology and Innovation

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