TY - GEN
T1 - Broadband mobile advertisement
T2 - PICMET 2009 - 2009 Portland International Conference on Management of Engineering and Technology
AU - Chen, Peng Ting
AU - Hsieh, Hsin Pei
AU - Cheng, Joe Z.
AU - Lin, Yu Sheng
PY - 2009
Y1 - 2009
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=70450196662&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=70450196662&partnerID=8YFLogxK
U2 - 10.1109/PICMET.2009.5262055
DO - 10.1109/PICMET.2009.5262055
M3 - Conference contribution
AN - SCOPUS:70450196662
SN - 1890843202
SN - 9781890843205
T3 - PICMET: Portland International Center for Management of Engineering and Technology, Proceedings
SP - 625
EP - 632
BT - PICMET 2009 - 2009 Portland International Conference on Management of Engineering and Technology - Proceedings
Y2 - 2 August 2009 through 6 August 2009
ER -