FINAL Adv. Thro Mob. Ph. PROJECT

8/2/2019 FINAL Adv. Thro Mob. Ph. PROJECT

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A

PROJECT REPORT

ON

STUDY ON EFFECTIVENESS OF ADVERTISEMENT

THROUGH MOBILE PHONES

Submitted to:

PUNJAB TECHNICAL UNIVERSITY, JALANDHARIn partial fulfillment of the requirements for the degree of

MASTER OF BUSINESS ADMINISTRATION

IN

MARKETING

(2007-2009)

Submitted by:

BIKRAM SINGH SIDHU

UNIV. ROLL NO-7049221615

Under the guidance of

GURU NANAK INSTITUTE OF MANAGEMENT AND

TECHNOLOGY

MODEL TOWN,

LUDHIANA-141002


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CERTIFICATE-1

This is to certify entitled

STUDY ON EFFECTIVENESS OF ADVERTISEMENT THROUGH

MOBILE PHONES

Submitted in partial fulfillment of the requirement for the degree of

Masters of Business Administration (Marketing)

Of

Punjab Technical University, Jalandhar

By

BIKRAM SINGH SIDHU

Roll No. - 7049221615

Has been prepared under my supervision and guidance and no part of it has

been submitted for the awarded of the any other degree and that the work

has not been published in any journal magazine or book.

Faculty Signature

Mrs. Inderpreet Kaur

Assistant ProfessorGNIMT


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CERTIFICATE-2

This project ReportOf

Bikram Singh Sidhu

University roll no. 7049221615

Titled

STUDY ON EFFECTIVENESS OF ADVERTISEMENT THROUGH

MOBILE PHONES

Is approved and is accepted inequality and form

Co. (Dr.) H.S. Singha

Director

GNIMT

Mrs. Inderpreet Kaur External Examiner

Assistant Professor

GNIMT


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PREFACE

Education becomes more meaningful when its theoratical aspects are

combined with the practical experience. This provides an opportunity to

students to improve their understanding of the studies.

Master of business administration is a course which combines both

theory and its application as its contents of study in the field of

management as a part of this course; every aspirant has to do a study and

also has to make a project report. The purpose for making this projectreport is to expose the students of management sciences to real business

world and situations related to it and to provide insight into the various

functions carried out within the business world.

I am fortunate enough to get the opportunity to undergone a study on

Study on effectiveness of advertisement through mobile phones

As complementary to research and study I have prepared and submitted

a project report on Study on effectiveness of advertisement through

mobile phones. It is an attempt to present on account of practical

knowledge and observation gathered during the research work.


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ACKNOWLEDGEMENT

I would like to express my sincere gratitude and regards to my project guide

Mrs. Inderpreet Kaur, Assistant Professor (GNIMT) for her sincere efforts,

valuable guidance, constant encouragement and constructive criticism

throughout the course of and preparation of this report. My project guide

provided me with all the requisite information and relative help whenever

needed. I would like to thank all the Marketing Department Members, who

all provided me relative help for completing this project. It was a nice

experience working under their supreme guidance

I express my sincere gratitude to Dr. H.S.Singha (Director of GNIMT) &

other faculty members for taking pains to see us through our problems. I

gained a lot by association with them.

Last but not least I am very thankful to my parents and friends for their

consistent guidance and constructive criticism.

Above all, I thank God for showering his blessing on me.


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CHAPTER- 1

1.1 Introduction

The term advertisement originated from Latin word adverto i.e. to turn to be advertising

thus denotes the meaning employed to draw attention to any object or purpose. Advertising

may be defined as the process of buying sponsor-identified media, space, and time in order

to promote a product or an idea. It is the most visible form of all the elements in the

promotion-mix and so subject to maximum criticism from the consumer groups also.

It is always a paid form of non personal communication.

Advertisements consists of those activities by which visual or oral messages are

addressed to select publics for the purpose of informing and influencing them to buy

products and services or to act or to be inclined to act favorably towards ideas, persons,

trade marks or institutional featured.

Advertising is a form of communication that typically attempts to persuade potential

customers to purchase or to consume more of a particular brand of product or service.

While now central to the contemporary global economy and the reproduction of global

production networks, it is only quite recently that advertising has been more than a

marginal influence on patterns of sales and production. The formation of modernadvertising was intimately bound up with the emergence of new forms of monopoly

capitalism around the end of the 19th and beginning of the 20th century as one element in

corporate strategies to create, organize and where possible control markets, especially for

mass produced consumer goods. Mass production necessitated mass consumption, and this

in turn required a certain homogenization of consumer tastes for final products. At its limit,

this involved seeking to create world cultural convergence, to homogenize consumer

tastes and engineer a convergence of lifestyle, culture and behaviors among consumer

segments across the world.

Many advertisements are designed to generate increased consumption of those productsand services through the creation and reinvention of the "brand image. For these purposes,advertisements sometimes embed their persuasive message with factual information. Everymajor medium is used to deliver these messages, including television, radio, cinema,magazines, newspapers, video games, the Internet, carrier bags and billboards. Advertisingis often placed by an advertising agency on behalf of a company or other organization.


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Organizations that frequently spend large sums of money on advertising that sells what isnot, strictly speaking, a product or service include political parties, interest groups,religious organizations, and military recruiters. Non-profit organizations are not typicaladvertising clients, and may rely on free modes of persuasion, such as public serviceannouncements.

Money spent on advertising has increased dramatically in recent years. In 2007, spendingon advertising has been estimated at over $150 billion in the United States and $385 billionworldwide, and the latter to exceed $450 billion by 2010.While advertising can be seen as necessary for economic growth, it is not without socialcosts. Unsolicited Commercial Email and other forms of spam have become so prevalent asto have become a major nuisance to users of these services, as well as being a financialburden on internet service providers. Advertising is increasingly invading public spaces,such as schools, which some critics argue is a form of child exploitation

1.2 History

Egyptians used papyrus to make sales messages and wall posters. Commercial messagesand political campaign displays have been found in the ruins of Pompeii and ancientArabia. Lost and found advertising on papyrus was common in Ancient Greece andAncient Rome. Wall or rock painting for commercial advertising is another manifestationof an ancient advertising form, which is present to this day in many parts of Asia, Africa,and South America. The tradition of wall painting can be traced back to Indian rock artpaintings that date back to 4000 BCE.

As the towns and cities of the Middle Agesbegan to grow, and the general populace wasunable to read, signs that today would say cobbler, miller, tailor or blacksmith would usean image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horseshoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city squarefrom the backs of carts and wagons and their proprietors used street callers ortown criersto announce their whereabouts for the convenience of the customers.

As education became an apparent need and reading, as well printing developed, advertisingexpanded to include handbills. In the 17th century advertisements started to appear inweekly newspapers in England. These early print advertisements were used mainly topromote books and newspapers, which became increasingly affordable with advances intheprinting press; and medicines, which were increasingly sought after as disease ravagedEurope. However, false advertising and so-called "quack" advertisements became aproblem, which ushered in the regulation of advertising content.
http://en.wikipedia.org/wiki/Papyrushttp://en.wikipedia.org/wiki/Advertising_campaignhttp://en.wikipedia.org/wiki/Pompeiihttp://en.wikipedia.org/wiki/Arabian_Peninsulahttp://en.wikipedia.org/wiki/Lost_and_foundhttp://en.wikipedia.org/wiki/Ancient_Greecehttp://en.wikipedia.org/wiki/Ancient_Romehttp://en.wikipedia.org/wiki/Rock_arthttp://en.wikipedia.org/wiki/Middle_Ageshttp://en.wikipedia.org/wiki/Town_crierhttp://en.wikipedia.org/wiki/Flyer_(pamphlet)http://en.wikipedia.org/wiki/Printing_presshttp://en.wikipedia.org/wiki/False_advertisinghttp://en.wikipedia.org/wiki/Quackeryhttp://en.wikipedia.org/wiki/Papyrushttp://en.wikipedia.org/wiki/Advertising_campaignhttp://en.wikipedia.org/wiki/Pompeiihttp://en.wikipedia.org/wiki/Arabian_Peninsulahttp://en.wikipedia.org/wiki/Lost_and_foundhttp://en.wikipedia.org/wiki/Ancient_Greecehttp://en.wikipedia.org/wiki/Ancient_Romehttp://en.wikipedia.org/wiki/Rock_arthttp://en.wikipedia.org/wiki/Middle_Ageshttp://en.wikipedia.org/wiki/Town_crierhttp://en.wikipedia.org/wiki/Flyer_(pamphlet)http://en.wikipedia.org/wiki/Printing_presshttp://en.wikipedia.org/wiki/False_advertisinghttp://en.wikipedia.org/wiki/Quackery


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Advertising flyer from 1806 for a traditional medicine calledKinseitan

As the economy expanded during the 19th century, advertising grew alongside. In theUnited States, the success of this advertising format eventually led to the growth of mail-order advertising.

In June 1836, French newspaperLa Presse is the first to include paid advertising in itspages, allowing it to lower its price, extend its readership and increase itsprofitability andthe formula was soon copied by all titles. Around 1840, Volney Palmer established apredecessor to advertising agencies in Boston Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas to include advertisementbrokerage, making it the first French group to organize. At first, agencies were brokers for

advertisement space in newspapers.N. W. Ayer & Son was the first full-service agency toassume responsibility for advertising content. N.W. Ayer opened in 1869, and was locatedin Philadelphia

At the turn of the century, there were few career choices for women in business; however,advertising was one of the few. Since women were responsible for most of the purchasingdone in theirhousehold, advertisers and agencies recognized the value of women's insightduring the creative process. In fact, the first American advertising to use a sexual sell wascreated by a woman for a soap product. Although tame by today's standards, theadvertisement featured a couple with the message "The skin you love to touch".
http://en.wikipedia.org/wiki/La_Presse_(France)http://en.wikipedia.org/wiki/Profit_(economics)http://en.wikipedia.org/w/index.php?title=Volney_Palmer&action=edit&redlink=1http://en.wikipedia.org/wiki/Bostonhttp://en.wikipedia.org/wiki/Charles-Louis_Havashttp://en.wikipedia.org/wiki/Charles-Louis_Havashttp://en.wikipedia.org/wiki/Havashttp://en.wikipedia.org/wiki/N._W._Ayer_%26_Sonhttp://en.wikipedia.org/wiki/Householdhttp://en.wikipedia.org/wiki/Creativityhttp://en.wikipedia.org/wiki/Sex_in_advertisinghttp://en.wikipedia.org/wiki/File:Ad_Encyclopaedia-Britannica_05-1913.jpghttp://en.wikipedia.org/wiki/File:Edo_period_advertising_in_Japan.jpghttp://en.wikipedia.org/wiki/La_Presse_(France)http://en.wikipedia.org/wiki/Profit_(economics)http://en.wikipedia.org/w/index.php?title=Volney_Palmer&action=edit&redlink=1http://en.wikipedia.org/wiki/Bostonhttp://en.wikipedia.org/wiki/Charles-Louis_Havashttp://en.wikipedia.org/wiki/Charles-Louis_Havashttp://en.wikipedia.org/wiki/Havashttp://en.wikipedia.org/wiki/N._W._Ayer_%26_Sonhttp://en.wikipedia.org/wiki/Householdhttp://en.wikipedia.org/wiki/Creativityhttp://en.wikipedia.org/wiki/Sex_in_advertising


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A print advertisement for the 1913 issue of theEncyclopedia Britannica

In the early 1920s, the first radio stations were established by radio equipment

manufacturers and retailers who offered programs in order to sell more radios toconsumers. As time passed, many non-profit organizations followed suit in setting up theirown radio stations, and included: schools, clubs and civic groups. When the practice ofsponsoring programs was popularized, each individual radio program was usuallysponsored by a single business in exchange for a brief mention of the business' name at thebeginning and end of the sponsored shows. However, radio station owners soon realizedthey could earn more money by selling sponsorship rights in small time allocations tomultiple businesses throughout their radio station's broadcasts, rather than selling thesponsorship rights to single businesses per show.

This practice was carried over to television in the late 1940s and early 1950s. A fierce

battle was fought between those seeking to commercialize the radio and people who arguedthat the radio spectrum should be considered a part of the commons to be used only non-commercially and for the public good. The United Kingdom pursued a public fundingmodel for the BBC, originally a private company, the British Broadcasting Company, butincorporated as a public body by Royal Charterin 1927. In Canada, advocates like GrahamSpry were likewise able to persuade the federal government to adopt a public fundingmodel, creating the Canadian Broadcasting Corporation. However, in the United States, thecapitalist model prevailed with the passage of the Communications Act of 1934 whichcreated the Federal Communications Commission. To placate the socialists, the U.S.Congress did require commercial broadcasters to operate in the "public interest,convenience, and necessity". Public broadcasting now exists in the United States due to the

1967 Public Broadcasting Act which led to the Public Broadcasting Service and NationalPublic Radio.

In the early 1950s, the DuMont Television Network began the modern trend of sellingadvertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsorsfor many of their programs and compensated by selling smaller blocks of advertising timeto several businesses. This eventually became the standard for the commercial televisionindustry in the United States. However, it was still a common practice to have singlesponsor shows, such as The United States Steel Hour. In some instances the sponsorsexercised great control over the content of the show - up to and including having one'sadvertising agency actually writing the show. The single sponsor model is much lessprevalent now, a notable exception being the Hallmark Hall of Fame.

The 1960s saw advertising transform into a modern approach in which creativity wasallowed to shine, producing unexpected messages that made advertisements more temptingto consumers' eyes. The Volkswagen ad campaignfeaturing such headlines as "ThinkSmall" and "Lemon" (which were used to describe the appearance of the car)ushered inthe era of modern advertising by promoting a "position" or "unique selling proposition"designed to associate each brand with a specific idea in the reader or viewer's mind. This
http://en.wikipedia.org/wiki/Encyclop%C3%A6dia_Britannicahttp://en.wikipedia.org/wiki/Encyclop%C3%A6dia_Britannicahttp://en.wikipedia.org/wiki/Sponsor_(commercial)http://en.wikipedia.org/wiki/BBChttp://en.wikipedia.org/wiki/British_Broadcasting_Companyhttp://en.wikipedia.org/wiki/Royal_Charterhttp://en.wikipedia.org/wiki/Graham_Spryhttp://en.wikipedia.org/wiki/Graham_Spryhttp://en.wikipedia.org/wiki/Canadian_Broadcasting_Corporationhttp://en.wikipedia.org/wiki/Communications_Act_of_1934http://en.wikipedia.org/wiki/Federal_Communications_Commissionhttp://en.wikipedia.org/wiki/Public_broadcastinghttp://en.wikipedia.org/wiki/Public_Broadcasting_Act_of_1967http://en.wikipedia.org/wiki/Public_Broadcasting_Servicehttp://en.wikipedia.org/wiki/National_Public_Radiohttp://en.wikipedia.org/wiki/National_Public_Radiohttp://en.wikipedia.org/wiki/DuMont_Television_Networkhttp://en.wikipedia.org/wiki/The_United_States_Steel_Hourhttp://en.wikipedia.org/wiki/Hallmark_Hall_of_Famehttp://en.wikipedia.org/wiki/Volkswagenhttp://en.wikipedia.org/wiki/Encyclop%C3%A6dia_Britannicahttp://en.wikipedia.org/wiki/Sponsor_(commercial)http://en.wikipedia.org/wiki/BBChttp://en.wikipedia.org/wiki/British_Broadcasting_Companyhttp://en.wikipedia.org/wiki/Royal_Charterhttp://en.wikipedia.org/wiki/Graham_Spryhttp://en.wikipedia.org/wiki/Graham_Spryhttp://en.wikipedia.org/wiki/Canadian_Broadcasting_Corporationhttp://en.wikipedia.org/wiki/Communications_Act_of_1934http://en.wikipedia.org/wiki/Federal_Communications_Commissionhttp://en.wikipedia.org/wiki/Public_broadcastinghttp://en.wikipedia.org/wiki/Public_Broadcasting_Act_of_1967http://en.wikipedia.org/wiki/Public_Broadcasting_Servicehttp://en.wikipedia.org/wiki/National_Public_Radiohttp://en.wikipedia.org/wiki/National_Public_Radiohttp://en.wikipedia.org/wiki/DuMont_Television_Networkhttp://en.wikipedia.org/wiki/The_United_States_Steel_Hourhttp://en.wikipedia.org/wiki/Hallmark_Hall_of_Famehttp://en.wikipedia.org/wiki/Volkswagen


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period of American advertising is called the Creative Revolution and its archetype wasWilliam Bernbach who helped create the revolutionary Volkswagen ads among others.Some of the most creative and long-standing American advertising dates to this period.

Public advertising on Times Square, New York City.

The late 1980s and early 1990s saw the introduction of cable television and particularlyMTV. Pioneering the concept of the music video, MTV ushered in a new type ofadvertising: the consumer tunes in forthe advertising message, rather than it being aby-product or afterthought. As cable and satellite television became increasingly prevalent,specialty channels emerged, including channels entirely devoted to advertising, such asQVC, Home Shopping Network, and Shop TV Canada.

Marketing through the Internet opened new frontiers for advertisers and contributed to the"dot-com" boom of the 1990s. Entire corporations operated solely on advertising revenue,offering everything from coupons to free Internet access. At the turn of the 21st century, anumber of websites including the search engine Google, started a change in online

advertisingby emphasizing contextually relevant, unobtrusive ads intended to help, ratherthan inundate, users. This has led to a plethora of similar efforts and an increasing trend ofinteractive advertising.

The share of advertising spending relative to GDP has changed little across large changesin media. For example, in the U.S. in 1925, the main advertising media were newspapers,magazines, signs on streetcars, and outdoorposters. Advertising spending as a share ofGDP was about 2.9 percent. By 1998, television and radio had become major advertisingmedia. Nonetheless, advertising spending as a share of GDP was slightly lowerabout 2.4percent.

A recent advertising innovation is "guerrilla marketing", which involve unusual approachessuch as staged encounters in public places, giveaways of products such as cars that arecovered with brand messages, and interactive advertising where the viewer can respond tobecome part of the advertising message. This reflects an increasing trend of interactive and"embedded" ads, such as via product placement, having consumers vote through textmessages, and various innovations utilizing social network services such as MySpace.
http://en.wikipedia.org/wiki/Archetypehttp://en.wikipedia.org/wiki/William_Bernbachhttp://en.wikipedia.org/wiki/Times_Squarehttp://en.wikipedia.org/wiki/New_York_Cityhttp://en.wikipedia.org/wiki/Cable_televisionhttp://en.wikipedia.org/wiki/MTVhttp://en.wikipedia.org/wiki/Music_videohttp://en.wikipedia.org/wiki/By-producthttp://en.wikipedia.org/wiki/By-producthttp://en.wikipedia.org/wiki/Satellite_televisionhttp://en.wikipedia.org/wiki/Specialty_channelhttp://en.wikipedia.org/wiki/Shopping_channelhttp://en.wikipedia.org/wiki/QVChttp://en.wikipedia.org/wiki/Home_Shopping_Networkhttp://en.wikipedia.org/wiki/ShopTV_Canadahttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Dot-com_bubblehttp://en.wikipedia.org/wiki/Couponhttp://en.wikipedia.org/wiki/Web_search_enginehttp://en.wikipedia.org/wiki/Googlehttp://en.wikipedia.org/wiki/Online_advertisinghttp://en.wikipedia.org/wiki/Online_advertisinghttp://en.wikipedia.org/wiki/Interactive_advertisinghttp://en.wikipedia.org/wiki/Gross_domestic_producthttp://en.wikipedia.org/wiki/Mass_mediahttp://en.wikipedia.org/wiki/Tramhttp://en.wikipedia.org/wiki/Posterhttp://en.wikipedia.org/wiki/Guerrilla_marketinghttp://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Text_messaginghttp://en.wikipedia.org/wiki/Text_messaginghttp://en.wikipedia.org/wiki/Social_network_servicehttp://en.wikipedia.org/wiki/MySpacehttp://en.wikipedia.org/wiki/File:Times_Square_(delgaudm).jpghttp://en.wikipedia.org/wiki/Archetypehttp://en.wikipedia.org/wiki/William_Bernbachhttp://en.wikipedia.org/wiki/Times_Squarehttp://en.wikipedia.org/wiki/New_York_Cityhttp://en.wikipedia.org/wiki/Cable_televisionhttp://en.wikipedia.org/wiki/MTVhttp://en.wikipedia.org/wiki/Music_videohttp://en.wikipedia.org/wiki/By-producthttp://en.wikipedia.org/wiki/By-producthttp://en.wikipedia.org/wiki/Satellite_televisionhttp://en.wikipedia.org/wiki/Specialty_channelhttp://en.wikipedia.org/wiki/Shopping_channelhttp://en.wikipedia.org/wiki/QVChttp://en.wikipedia.org/wiki/Home_Shopping_Networkhttp://en.wikipedia.org/wiki/ShopTV_Canadahttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Dot-com_bubblehttp://en.wikipedia.org/wiki/Couponhttp://en.wikipedia.org/wiki/Web_search_enginehttp://en.wikipedia.org/wiki/Googlehttp://en.wikipedia.org/wiki/Online_advertisinghttp://en.wikipedia.org/wiki/Online_advertisinghttp://en.wikipedia.org/wiki/Interactive_advertisinghttp://en.wikipedia.org/wiki/Gross_domestic_producthttp://en.wikipedia.org/wiki/Mass_mediahttp://en.wikipedia.org/wiki/Tramhttp://en.wikipedia.org/wiki/Posterhttp://en.wikipedia.org/wiki/Guerrilla_marketinghttp://en.wikipedia.org/wiki/Product_placementhttp://en.wikipedia.org/wiki/Text_messaginghttp://en.wikipedia.org/wiki/Text_messaginghttp://en.wikipedia.org/wiki/Social_network_servicehttp://en.wikipedia.org/wiki/MySpace


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Public service advertising

The same advertising techniques used to promote commercial goods and services can beused to inform, educate and motivate the public about non-commercial issues, such asAIDS, political ideology, energy conservation, religious recruitment, and deforestation.

Advertising, in its non-commercial guise, is a powerful educational tool capable ofreaching and motivating large audiences. "Advertising justifies its existence when used inthe public interest - it is much too powerful a tool to use solely for commercial purposes." -Attributed to Howard Gossage by David Ogilvy.

Public service advertising, non-commercial advertising, public interest advertising, causemarketing, and social marketing are different terms for (or aspects of) the use ofsophisticated advertising and marketing communications techniques (generally associatedwith commercial enterprise) on behalf of non-commercial, public interest issues andinitiatives.

In the United States, the granting of television and radio licenses by the FCC is contingentupon the station broadcasting a certain amount of public service advertising. To meet theserequirements, many broadcast stations in America air the bulk of their required publicservice announcements during the late night or early morning when the smallest percentageof viewers are watching, leaving more day and prime time commercial slots available forhigh-paying advertisers.

Public service advertising reached its height during World Wars I and II under the directionof several governments.

1.3 Types of advertising

Media
http://en.wikipedia.org/wiki/David_Ogilvyhttp://en.wikipedia.org/wiki/Public_service_advertisinghttp://en.wikipedia.org/wiki/Non-commercial_advertisinghttp://en.wikipedia.org/wiki/Cause_marketinghttp://en.wikipedia.org/wiki/Cause_marketinghttp://en.wikipedia.org/wiki/Social_marketinghttp://en.wikipedia.org/wiki/Public_service_announcementhttp://en.wikipedia.org/wiki/Public_service_announcementhttp://en.wikipedia.org/wiki/World_War_Ihttp://en.wikipedia.org/wiki/World_War_IIhttp://en.wikipedia.org/wiki/File:Advertisingman.jpghttp://en.wikipedia.org/wiki/David_Ogilvyhttp://en.wikipedia.org/wiki/Public_service_advertisinghttp://en.wikipedia.org/wiki/Non-commercial_advertisinghttp://en.wikipedia.org/wiki/Cause_marketinghttp://en.wikipedia.org/wiki/Cause_marketinghttp://en.wikipedia.org/wiki/Social_marketinghttp://en.wikipedia.org/wiki/Public_service_announcementhttp://en.wikipedia.org/wiki/Public_service_announcementhttp://en.wikipedia.org/wiki/World_War_Ihttp://en.wikipedia.org/wiki/World_War_II


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Paying people to hold signs is one of the oldest forms of advertising, as with this Human

directionalpictured above

Abus with an advertisement forGAP in Singapore. Buses and other vehicles are popular

mediums for advertisers.

Commercial advertising media can include wall paintings, billboards, street furniturecomponents, printed flyers and rack cards, radio, cinema and television adverts, webbanners, mobile telephone screens, shopping carts, web popups, skywriting, bus stopbenches, human billboards, magazines, newspapers, town criers, sides of buses, bannersattached to or sides of airplanes ("logojets"), in-flight advertisements on seatback traytables or overhead storage bins, taxicab doors, roof mounts andpassenger screens, musicalstage shows, subway platforms and trains, elastic bands on disposable diapers, stickers onapples in supermarkets, shopping cart handles (grabertising), the opening section ofstreaming audio and video, posters, and the backs of event tickets and supermarket receipts.Any place an "identified" sponsor pays to deliver their message through a medium isadvertising.

One way to measure advertising effectiveness is known as Ad Tracking. This advertising

research methodology measures shifts in target market perceptions about the brand and

product or service. These shifts in perception are plotted against the consumers levels of

exposure to the companys advertisements andpromotions. The purpose of Ad Tracking is

generally to provide a measure of the combined effect of the media weight or spending
http://en.wikipedia.org/wiki/Human_directionalhttp://en.wikipedia.org/wiki/Human_directionalhttp://en.wikipedia.org/wiki/Human_directionalhttp://en.wikipedia.org/wiki/Bushttp://en.wikipedia.org/wiki/Gap_(clothing_retailer)http://en.wikipedia.org/wiki/Singaporehttp://en.wikipedia.org/wiki/Muralhttp://en.wikipedia.org/wiki/Rack_cardhttp://en.wikipedia.org/wiki/Web_bannerhttp://en.wikipedia.org/wiki/Web_bannerhttp://en.wikipedia.org/wiki/Pop-up_adhttp://en.wikipedia.org/wiki/Skywritinghttp://en.wikipedia.org/wiki/Human_billboardhttp://en.wikipedia.org/wiki/Logojethttp://en.wikipedia.org/wiki/In-flight_advertisinghttp://en.wikipedia.org/wiki/Tray-tablehttp://en.wikipedia.org/wiki/Tray-tablehttp://en.wikipedia.org/wiki/Cabvisionhttp://en.wikipedia.org/wiki/Supermarkethttp://en.wikipedia.org/wiki/Shopping_carthttp://en.wikipedia.org/wiki/Streaming_mediahttp://en.wikipedia.org/wiki/Ad_Trackinghttp://en.wikipedia.org/wiki/Advertising_researchhttp://en.wikipedia.org/wiki/Advertising_researchhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/File:101_016_DRI_Ingolstadt.jpghttp://en.wikipedia.org/wiki/File:Volvo_B9TL_SBS_Transit_SBS7357B.jpghttp://en.wikipedia.org/wiki/Human_directionalhttp://en.wikipedia.org/wiki/Human_directionalhttp://en.wikipedia.org/wiki/Bushttp://en.wikipedia.org/wiki/Gap_(clothing_retailer)http://en.wikipedia.org/wiki/Singaporehttp://en.wikipedia.org/wiki/Muralhttp://en.wikipedia.org/wiki/Rack_cardhttp://en.wikipedia.org/wiki/Web_bannerhttp://en.wikipedia.org/wiki/Web_bannerhttp://en.wikipedia.org/wiki/Pop-up_adhttp://en.wikipedia.org/wiki/Skywritinghttp://en.wikipedia.org/wiki/Human_billboardhttp://en.wikipedia.org/wiki/Logojethttp://en.wikipedia.org/wiki/In-flight_advertisinghttp://en.wikipedia.org/wiki/Tray-tablehttp://en.wikipedia.org/wiki/Tray-tablehttp://en.wikipedia.org/wiki/Cabvisionhttp://en.wikipedia.org/wiki/Supermarkethttp://en.wikipedia.org/wiki/Shopping_carthttp://en.wikipedia.org/wiki/Streaming_mediahttp://en.wikipedia.org/wiki/Ad_Trackinghttp://en.wikipedia.org/wiki/Advertising_researchhttp://en.wikipedia.org/wiki/Advertising_researchhttp://en.wikipedia.org/wiki/Marketing


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level, the effectiveness of the media buy or targeting, and the quality of the advertising

executions or creative.

Covert advertising

Covert advertising is when a product or brand is embedded in entertainment and media. Forexample, in a film, the main character can use an item or other of a definite brand, as in themovieMinority Report, where Tom Cruise's character John Anderton owns a phone withtheNokia logo clearly written in the top corner, or his watch engraved with theBulgarilogo. Another example of advertising in film is inI, Robot, where main character played byWill Smith mentions his Converse shoes several times, calling them "classics," because thefilm is set far in the future.I, RobotandSpaceballs also showcase futuristic cars with theAudiandMercedes-Benzlogos clearly displayed on the front of the vehicles. Cadillacchose to advertise in the movie The Matrix Reloaded, which as a result contained many

scenes in which Cadillac cars were used. Similarly, product placement forOmega Watches,Ford,VAIO, BMW and Aston Martin cars are featured in recent James Bond films, mostnotably Casino Royale. Bladerunner includes some of the most obvious product placement;the whole film stops to show a Coca-Cola billboard.

Television commercials

The TV commercial is generally considered the most effective mass-market advertisingformat, as is reflected by the high prices TV networks charge for commercial airtimeduring popular TV events. The annual Super Bowlfootball game in the United States is

known as the most prominent advertising event on television. The average cost of a singlethirty-second TV spot during this game has reached $3 million (as of 2009).

The majority of television commercials features a song orjingle that listeners soon relate tothe product.

Virtual advertisements may be inserted into regular television programming throughcomputer graphics. It is typically inserted into otherwise blank backdrop or used toreplace local billboards that are not relevant to the remote broadcast audience [More

controversially, virtual billboards may be inserted into the backgroun

where noneexist in real-life. Virtual product placement is also possible
http://en.wikipedia.org/wiki/Advertising_media_selectionhttp://en.wikipedia.org/wiki/Minority_Report_(film)http://en.wikipedia.org/wiki/Tom_Cruisehttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Bulgarihttp://en.wikipedia.org/wiki/Bulgarihttp://en.wikipedia.org/wiki/I,_Robot_(film)http://en.wikipedia.org/wiki/I,_Robot_(film)http://en.wikipedia.org/wiki/Will_Smithhttp://en.wikipedia.org/wiki/Converse_(shoe_company)http://en.wikipedia.org/wiki/Spaceballshttp://en.wikipedia.org/wiki/Spaceballshttp://en.wikipedia.org/wiki/Audihttp://en.wikipedia.org/wiki/Audihttp://en.wikipedia.org/wiki/Mercedes-Benzhttp://en.wikipedia.org/wiki/Cadillachttp://en.wikipedia.org/wiki/The_Matrix_Reloadedhttp://en.wikipedia.org/wiki/Omega_SAhttp://en.wikipedia.org/wiki/Ford_Motor_Companyhttp://en.wikipedia.org/wiki/VAIOhttp://en.wikipedia.org/wiki/BMWhttp://en.wikipedia.org/wiki/Aston_Martinhttp://en.wikipedia.org/wiki/James_Bondhttp://en.wikipedia.org/wiki/Casino_Royale_(2006_film)http://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Broadcastinghttp://en.wikipedia.org/wiki/Super_Bowlhttp://en.wikipedia.org/wiki/American_footballhttp://en.wikipedia.org/wiki/Jinglehttp://en.wikipedia.org/wiki/Advertising_media_selectionhttp://en.wikipedia.org/wiki/Minority_Report_(film)http://en.wikipedia.org/wiki/Tom_Cruisehttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Bulgarihttp://en.wikipedia.org/wiki/I,_Robot_(film)http://en.wikipedia.org/wiki/Will_Smithhttp://en.wikipedia.org/wiki/Converse_(shoe_company)http://en.wikipedia.org/wiki/Spaceballshttp://en.wikipedia.org/wiki/Audihttp://en.wikipedia.org/wiki/Mercedes-Benzhttp://en.wikipedia.org/wiki/Cadillachttp://en.wikipedia.org/wiki/The_Matrix_Reloadedhttp://en.wikipedia.org/wiki/Omega_SAhttp://en.wikipedia.org/wiki/Ford_Motor_Companyhttp://en.wikipedia.org/wiki/VAIOhttp://en.wikipedia.org/wiki/BMWhttp://en.wikipedia.org/wiki/Aston_Martinhttp://en.wikipedia.org/wiki/James_Bondhttp://en.wikipedia.org/wiki/Casino_Royale_(2006_film)http://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Broadcastinghttp://en.wikipedia.org/wiki/Super_Bowlhttp://en.wikipedia.org/wiki/American_footballhttp://en.wikipedia.org/wiki/Jingle


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Infomercials

There are two types ofinfomercials, described as long form and short form. Long forminfomercials have a time length of 30 minutes. Short form infomercials are 30 seconds to 2minutes long. Infomercials are also known as direct response television (DRTV)

commercials ordirect response marketing.

The main objective in an infomercial is to create an impulse purchase, so that the consumersees the presentation and then immediately buys the product through the advertised toll-free telephone numberorwebsite. Infomercials describe, display, and often demonstrateproducts and their features, and commonly have testimonials from consumers and industryprofessionals.

Some well known companies in the infomercial business are Script to Screen,Hawthorne Direct, International Shopping Network and Guthy-Renker

Celebrities

This type of advertising focuses upon using celebrity power, fame, money, popularity togain recognition for their products and promote specific stores or products. Advertisersoften advertise their products, for example, when celebrities share their favorite products orwear clothes by specific brands or designers. Celebrities are often involved in advertisingcampaigns such as television or print adverts to advertise specific or general products.

Media and advertising approaches

Increasingly, other media are overtaking television because of a shift towards consumer'susage of the Internet as well as devices such as TiVo.

Advertising on the World Wide Web is a recent phenomenon. Prices of Web-basedadvertising space are dependent on the "relevance" of the surrounding web content and thetraffic that the website receives.

E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising isknown as "spam".

Some companies have proposed placing messages or corporate logos on the side of boosterrockets and the International Space Station. Controversy exists on the effectiveness ofsubliminal advertising (see mind control), and the pervasiveness of mass messages (seepropaganda).
http://en.wikipedia.org/wiki/Infomercialhttp://en.wikipedia.org/wiki/Direct_response_televisionhttp://en.wikipedia.org/wiki/Direct_response_marketinghttp://en.wikipedia.org/wiki/Impulse_purchasehttp://en.wikipedia.org/wiki/Toll-free_telephone_numberhttp://en.wikipedia.org/wiki/Toll-free_telephone_numberhttp://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Guthy-Renkerhttp://en.wikipedia.org/wiki/TiVohttp://en.wikipedia.org/wiki/World_Wide_Webhttp://en.wikipedia.org/wiki/E-mailhttp://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Logohttp://en.wikipedia.org/wiki/Rockethttp://en.wikipedia.org/wiki/International_Space_Stationhttp://en.wikipedia.org/wiki/Controversyhttp://en.wikipedia.org/wiki/Subliminal_messagehttp://en.wikipedia.org/wiki/Mind_controlhttp://en.wikipedia.org/wiki/Propagandahttp://en.wikipedia.org/wiki/Infomercialhttp://en.wikipedia.org/wiki/Direct_response_televisionhttp://en.wikipedia.org/wiki/Direct_response_marketinghttp://en.wikipedia.org/wiki/Impulse_purchasehttp://en.wikipedia.org/wiki/Toll-free_telephone_numberhttp://en.wikipedia.org/wiki/Toll-free_telephone_numberhttp://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Guthy-Renkerhttp://en.wikipedia.org/wiki/TiVohttp://en.wikipedia.org/wiki/World_Wide_Webhttp://en.wikipedia.org/wiki/E-mailhttp://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Logohttp://en.wikipedia.org/wiki/Rockethttp://en.wikipedia.org/wiki/International_Space_Stationhttp://en.wikipedia.org/wiki/Controversyhttp://en.wikipedia.org/wiki/Subliminal_messagehttp://en.wikipedia.org/wiki/Mind_controlhttp://en.wikipedia.org/wiki/Propaganda


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Unpaid advertising (also called publicity advertising), can provide good exposure atminimal cost. Personal recommendations ("bring a friend", "sell it"), spreading buzz, orachieving the feat of equating a brand with a common noun (in the United States, "Xerox"= "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuumcleaner, Nintendo(older people)=video games, and "Band-Aid" = adhesive bandage)

these can be seen as the pinnacle of any advertising campaign. However, some companiesoppose the use of their brand name to label an object. Equating a brand with a commonnoun also risks turning that brand into a generalized trademark- turning it into a genericterm which means that its legal protection as a trademarkis lost.

As the mobile phone became a new mass media in 1998 when the first paid downloadablecontent appeared on mobile phones in Finland, it was only a matter of time until mobileadvertising followed, also first launched in Finland in 2000. By 2007 the value of mobileadvertising had reached $2.2 billion and providers such as Ad mob delivered billions ofmobile ads.

More advanced mobile ads include banner ads, coupons, Multimedia Messaging Servicepicture and video messages, averages and various engagement marketing campaigns. Aparticular feature driving mobile ads is the 2D Barcode, which replaces the need to do anytyping of web addresses, and uses the camera feature of modern phones to gain immediateaccess to web content. 83 percent of Japanese mobile phone users already are active usersof 2D barcodes.

A new form of advertising that is growing rapidly is social network advertising. It is onlineadvertising with a focus on social networking sites. This is a relatively immature market,but it has shown a lot of promises as advertisers are able to take advantage of thedemographic information the user has provided to the social networking site. Friendertising

is a more precise advertising term in which people are able to direct advertisements towardothers directly using social network service.

From time to time, The CW Television Network airs short programming breaks called"Content Wraps," to advertise one company's product during an entire commercial break.The CW pioneered "content wraps" and some products featured were Herbal Essences,Crest, Guitar Hero II, Cover Girl, and recently Toyota.

Recently, there appeared a new promotion concept, "ARvertising"; it's supported onAugmented Reality technology.

Criticism of advertising

Hyper-commercialism and the commercial tidal wave

Criticism of advertising is closely linked with criticism of media and often interchangeable.They can refer to its audio-visual aspects (e. g. cluttering of public spaces and airwaves),environmental aspects (e. g. pollution, oversize packaging, increasing consumption),political aspects (e. g. media dependency, free speech, censorship), financial aspects
http://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Xeroxhttp://en.wikipedia.org/wiki/Photocopierhttp://en.wikipedia.org/wiki/Kleenexhttp://en.wikipedia.org/wiki/Facial_tissuehttp://en.wikipedia.org/wiki/Vaselinehttp://en.wikipedia.org/wiki/Petroleum_jellyhttp://en.wikipedia.org/wiki/The_Hoover_Companyhttp://en.wikipedia.org/wiki/Vacuum_cleanerhttp://en.wikipedia.org/wiki/Vacuum_cleanerhttp://en.wikipedia.org/wiki/Nintendohttp://en.wikipedia.org/wiki/Video_gameshttp://en.wikipedia.org/wiki/Band-Aidhttp://en.wikipedia.org/wiki/Adhesive_bandagehttp://en.wikipedia.org/wiki/Genericized_trademarkhttp://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Finlandhttp://en.wikipedia.org/wiki/Mobile_advertisinghttp://en.wikipedia.org/wiki/Mobile_advertisinghttp://en.wikipedia.org/wiki/Multimedia_Messaging_Servicehttp://en.wikipedia.org/wiki/Barcode#2D_barcodeshttp://en.wikipedia.org/wiki/Social_network_advertisinghttp://en.wikipedia.org/wiki/Social_network_servicehttp://en.wikipedia.org/wiki/The_CW_Television_Networkhttp://en.wikipedia.org/wiki/Herbal_Essenceshttp://en.wikipedia.org/wiki/Crest_(toothpaste)http://en.wikipedia.org/wiki/Guitar_Hero_IIhttp://en.wikipedia.org/wiki/CoverGirlhttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/w/index.php?title=ARvertising&action=edit&redlink=1http://en.wikipedia.org/wiki/Augmented_Realityhttp://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Xeroxhttp://en.wikipedia.org/wiki/Photocopierhttp://en.wikipedia.org/wiki/Kleenexhttp://en.wikipedia.org/wiki/Facial_tissuehttp://en.wikipedia.org/wiki/Vaselinehttp://en.wikipedia.org/wiki/Petroleum_jellyhttp://en.wikipedia.org/wiki/The_Hoover_Companyhttp://en.wikipedia.org/wiki/Vacuum_cleanerhttp://en.wikipedia.org/wiki/Vacuum_cleanerhttp://en.wikipedia.org/wiki/Nintendohttp://en.wikipedia.org/wiki/Video_gameshttp://en.wikipedia.org/wiki/Band-Aidhttp://en.wikipedia.org/wiki/Adhesive_bandagehttp://en.wikipedia.org/wiki/Genericized_trademarkhttp://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Finlandhttp://en.wikipedia.org/wiki/Mobile_advertisinghttp://en.wikipedia.org/wiki/Mobile_advertisinghttp://en.wikipedia.org/wiki/Multimedia_Messaging_Servicehttp://en.wikipedia.org/wiki/Barcode#2D_barcodeshttp://en.wikipedia.org/wiki/Social_network_advertisinghttp://en.wikipedia.org/wiki/Social_network_servicehttp://en.wikipedia.org/wiki/The_CW_Television_Networkhttp://en.wikipedia.org/wiki/Herbal_Essenceshttp://en.wikipedia.org/wiki/Crest_(toothpaste)http://en.wikipedia.org/wiki/Guitar_Hero_IIhttp://en.wikipedia.org/wiki/CoverGirlhttp://en.wikipedia.org/wiki/Toyotahttp://en.wikipedia.org/w/index.php?title=ARvertising&action=edit&redlink=1http://en.wikipedia.org/wiki/Augmented_Reality


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For advertising critics another serious problem is that the long standing notion ofseparation between advertising and editorial/creative sides of media is rapidly crumblingand advertising is increasingly hard to tell apart from news, information or entertainment.The boundaries between advertising and programming are becoming blurred. According tothe media firms all this commercial involvement has no influence over actual media

content, but, as McChesney puts it, this claim fails to pass even the most basic giggle test,it is so preposterous.

Advertising draws heavily on psychological theories about how to create subjects,enabling advertising and marketing to take on a more clearly psychological tinge (Millerand Rose, 1997, cited in Thrift, 1999, p. 67). Increasingly, the emphasis in advertising hasswitched from providing factual information to the symbolic connotations ofcommodities, since the crucial cultural premise of advertising is that the material objectbeing sold is never in itself enough. Even those commodities providing for the mostmundane necessities of daily life must be imbued with symbolic qualities and culturallyendowed meanings via the magic system (Williams, 1980) of advertising. In this way and

by altering the context in which advertisements appear, things can be made to mean "justabout anything" (McFall, 2002, p. 162) and the same things can be endowed withdifferent intended meanings for different individuals and groups of people, thereby offeringmass produced visions of individualism.

Before advertising is done, market research institutions need to know and describe thetarget group in order to exactly plan and implement the advertising campaign and toachieve the best possible results. A whole array of sciences directly deals with advertisingand marketing or is used to improve its effects. Focus groups, psychologists and culturalanthropologists are de rigueur in marketing research. Vast amounts of data onpersons and their shopping habits are collected, accumulated, aggregated and analysed with

the aid of credit cards, bonus cards, raffles and, last but not least, internet surveying. Withincreasing accuracy this supplies a picture of behaviour, wishes and weaknesses of certainsections of a population with which advertisement can be employed more selectively andeffectively.

The efficiency of advertising is improved through advertising research. Universities, ofcourse supported by business and in co-operation with other disciplines (s. above), mainlyPsychiatry, Anthropology, Neurology and behavioural sciences, are constantly in search forever more refined, sophisticated, subtle and crafty methods to make advertising moreeffective.

Neuromarketing is a controversial new field of marketing which uses medicaltechnologies such as functional Magnetic Resonance Imaging (fMRI) -- not to heal, but tosell products. Advertising and marketing firms have long used the insights and researchmethods of psychology in order to sell products, of course. But today these practices arereaching epidemic levels, and with complicity on the part of the psychological professionthat exceeds that of the past. The result is an enormous advertising and marketingonslaught that comprises, arguably, the largest single psychological project everundertaken.
http://en.wikipedia.org/wiki/Market_researchhttp://en.wikipedia.org/wiki/Advertising_researchhttp://en.wikipedia.org/wiki/Psychiatryhttp://en.wikipedia.org/wiki/Anthropologyhttp://en.wikipedia.org/wiki/Neurologyhttp://en.wikipedia.org/wiki/Neuromarketinghttp://en.wikipedia.org/wiki/Magnetic_Resonance_Imaginghttp://en.wikipedia.org/wiki/Market_researchhttp://en.wikipedia.org/wiki/Advertising_researchhttp://en.wikipedia.org/wiki/Psychiatryhttp://en.wikipedia.org/wiki/Anthropologyhttp://en.wikipedia.org/wiki/Neurologyhttp://en.wikipedia.org/wiki/Neuromarketinghttp://en.wikipedia.org/wiki/Magnetic_Resonance_Imaging


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Yet, this great undertaking remains largely ignored by the American PsychologicalAssociation. Robert McChesney calls it "the greatest concerted attempt at psychologicalmanipulation in all of human history

Children and adolescents as target groups

The childrens market, where resistance to advertising is weakest, is the pioneer for adcreep. Kids are among the most sophisticated observers of ads. They can sing the jinglesand identify the logos, and they often have strong feelings about products. What theygenerally don't understand, however, are the issues that underlie how advertising works.Mass media are used not only to sell goods but also ideas: how we should behave, whatrules are important, who we should respect and what we should value. Youth isincreasingly reduced to the role of a consumer. Not only the makers of toys, sweets, icecream, breakfast food and sport articles prefer to aim their promotion at children andadolescents. Advertising for other products preferably uses media with which they can alsoreach the next generation of consumers. Key advertising messages exploit the emerging

independence of young people.

Cigarettes, for example, are used as a fashion accessory and appeal to young women.Other influences on young people include the linking of sporting heroes and smokingthrough sports sponsorship, the use of cigarettes by popular characters in televisionprogrammes and cigarette promotions. Research suggests that young people are aware ofthe most heavily advertised cigarette brands. Product placements show up everywhere,and children aren't exempt. Far from it. The animated film, Food fight, had thousands ofproducts and character icons from the familiar (items) in a grocery store. Children's booksalso feature branded items and characters, and millions of them have snack foods as leadcharacters. Business is interested in children and adolescents because of their buying

power and because of their influence on the shopping habits of their parents. As they areeasier to influence they are especially targeted by the advertising business. The marketingindustry is facing increased pressure over claimed links between exposure to foodadvertising and a range of social problems, especially growing obesity levels. In 2001,childrens programming accounted for over 20% of all U.S. television watching. Theglobal market for childrens licensed products was some 132 billion U.S. dollars in 2002.

Advertisers target children because, e. g. in Canada, they represent three distinctmarkets:

1. Primary Purchasers ($2.9 billion annually)

2. Future Consumers (Brand-loyal adults)3. Purchase Influencers ($20 billion annually)

Kids will carry forward brand expectations, whether positive, negative or indifferent Kidsare already accustomed to being catered to as consumers. The long term prize: Loyalty ofthe kid translates into a brand loyal adult customer
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The average Canadian child sees 350,000 TV commercials before graduating from highschool, spends nearly as much time watching TV as attending classes. In 1980 theCanadian province of Qubec banned advertising for children under age 13[ In upholdingthe constitutional validity of the Quebec Consumer Protection Act restrictions onadvertising to children under age 13 (in the case of a challenge by a toy company) the

Court held: ...advertising directed at young children is per se manipulative. Suchadvertising aims to promote products by convincing those who will alwaysbelieve.[Norway (ads directed at children under age 12), and Sweden (television ads aimedat children under age 12) also have legislated broad bans on advertising to children, duringchild programmes any kind of advertising is forbidden in Sweden, Denmark, Austria andFlemish Belgium. In Greece there is no advertising for kids products from 7 to 22 h. Anattempt to restrict advertising directed at children in the USA failed with reference to theFirst Amendment. In Spain bans are also considered undemocratic.

1.4 Advertisement Through Mobile Phones

Mobile advertising takes the case of one-to-one marketing one step further, since it allows

companies to send personalized offers regardless of time and space boundaries. By

employing all the characteristics of one-to-one marketing and augmenting them with

features such as location awareness, ubiquitous customer reach, direct response and time

independence, mobile advertising is emerging as a promising advertising channel.

However, little is known regarding the factors that may influence the effectiveness of a

mobile advertising campaign. In this paper we attempt to identify such factors in the field

of SMS advertising through an empirical survey of advertisers. Factor analysis is employed

for model generation and the outcome provides four main categories that may impact theeffectiveness of the SMS advertising communication: campaign strategy, targeting,

creative development, and source.

Types of mobile ads

In some markets, this type of advertising is most commonly seen as a Mobile Web Banner(top of page) or Mobile Web Poster (bottom of page banner), while in others, it is

dominated by SMS advertising (which has been estimated at over 90% of mobilemarketing revenue worldwide). Other forms include MMS advertising, advertising withinmobile games and mobile videos, during mobile TV receipt, full-screen interstices, whichappear while a requested item of mobile content or mobile web page is loading up, andaudio advertisements that can take the form of a jingle before a voicemail recording, or anaudio recording played while interacting with a telephone-based service such as movieticketing or directory assistance.
http://en.wikipedia.org/w/index.php?title=Quebec_Consumer_Protection_Act&action=edit&redlink=1http://en.wikipedia.org/wiki/Short_message_servicehttp://en.wikipedia.org/wiki/Multimedia_Messaging_Servicehttp://en.wikipedia.org/w/index.php?title=Quebec_Consumer_Protection_Act&action=edit&redlink=1http://en.wikipedia.org/wiki/Short_message_servicehttp://en.wikipedia.org/wiki/Multimedia_Messaging_Service


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The Mobile Marketing Association has published mobile advertising guidelines, but it isdifficult to keep such guidelines current in such a fast-developing area.

The effectiveness of a mobile ad campaign can be measured in a variety of ways. The mainmeasurements are impressions (views) and click-through rates. Additional measurements

include conversion rates, such as, click-to-call rates and other degrees of interactivemeasurement

Some see mobile advertising as closely related to online or internet advertising, though itsreach is far greater - currently, most mobile advertising is targeted at mobile phones, thatcame estimably to a global total of 3 billion as of 2007, and will reach 4 billion in 2008.Notably computers, including desktops and laptops, are currently estimated at 800 millionglobally.

It is probable that advertisers and media industry will increasingly take account of a biggerand fast-growing mobile market, though it remains at around 1% of global advertising

spend. Mobile media is evolving rapidly and while mobile phones will continue to be themainstay, it is not clear whether mobile phones based on cellular backhaul or smart phonesbased on Wi-Fi hot spot orWiMAX hot zone will also strengthen. However, such is theemergence of this form of advertising, that there is now a dedicated global awardsceremony organised every year by Visiongain.

As mobile phones outnumber TV sets by over 2 to 1 and internet users by nearly 3 to 1,and the total laptop and desktop PC population by over 4 to 1, advertisers in manymarkets have recently rushed to this media. In Spain 75% of mobile phone ownersreceive ads, in France 62% and in Japan 54%. More remarkably as mobile advertisingmatures, like in the most advanced markets, the user involvement also matures. In

Japan today, already 44% of mobile phone owners click on ads they receive on theirphones

Handsets display and corresponding ad images

There are hundreds of handsets in the market and they differ by screen size and supportedtechnologies (e.g. MMS, WAP 2.0). For color images, typically PNG, JPG, GIF and BMP,

with WBMP being the most basic (and the most common). The following gives anoverview of various handset screen sizes and a recommended image size for each type

HandsetApprox Handset Screen

Size (px W x H)Example Handsets Ad Unit

Ad Size

(pixels)
http://en.wikipedia.org/wiki/Mobile_Marketing_Associationhttp://www.mmaglobal.com/mobileadvertising.pdfhttp://en.wikipedia.org/w/index.php?title=Cellular_backhaul&action=edit&redlink=1http://en.wikipedia.org/wiki/WiMAXhttp://en.wikipedia.org/wiki/Visiongainhttp://en.wikipedia.org/wiki/Multimedia_Messaging_Servicehttp://en.wikipedia.org/wiki/WAP_2.0http://en.wikipedia.org/wiki/Portable_Network_Graphicshttp://en.wikipedia.org/wiki/JPGhttp://en.wikipedia.org/wiki/GIFhttp://en.wikipedia.org/wiki/BMPhttp://en.wikipedia.org/wiki/WBMPhttp://en.wikipedia.org/wiki/Mobile_Marketing_Associationhttp://www.mmaglobal.com/mobileadvertising.pdfhttp://en.wikipedia.org/w/index.php?title=Cellular_backhaul&action=edit&redlink=1http://en.wikipedia.org/wiki/WiMAXhttp://en.wikipedia.org/wiki/Visiongainhttp://en.wikipedia.org/wiki/Multimedia_Messaging_Servicehttp://en.wikipedia.org/wiki/WAP_2.0http://en.wikipedia.org/wiki/Portable_Network_Graphicshttp://en.wikipedia.org/wiki/JPGhttp://en.wikipedia.org/wiki/GIFhttp://en.wikipedia.org/wiki/BMPhttp://en.wikipedia.org/wiki/WBMP


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X-Large 320 x 320 Palm Treo 700P, Nokia E70 X-Large 305 x 64

Large 240 x 320Samsung MM-A900, LG VX-

8500 ChocolateLarge 215 x 34

Medium 176 x 208Motorola RAZR, LG VX-8000,

Motorola ROKR E1Medium 167 x 30

Small 128 x 160 Motorola V195 Small 112 x 20

History

Martin Cooper invented a portable handset in 1973, when he was a project manager atMotorola. It was almost three decades after the idea of cellular communications wasintroduced by Bell Laboratories. Two decades later, cellular phones made a commercialdebut in the mass market in the early 1990s. In the early days of cellular handsets, all youcould do was talk, listen and dial.

When the second generation of mobile telecoms (so-called 2G) was introduced in Finland

by Radiolinja (now Elisa) on the GSM standard (now the world's most common mobiletechnology with over 2 billion users) in 1991, the digital technology introduced dataservices. SMS text messaging was the first such service. The first person-to-person SMStext message was sent in Finland in December 1994. SMS (Short Message Service)gradually began to grow, becoming the largest data service by number of users in theworld, currently with 74% of all mobile subscribers or 2.4 billion people active users ofSMS in 2007.

One advantage of SMS is that while even in conference, users are able to send and receivebrief messages unobtrusively, while enjoying privacy. Even in such environments as in arestaurant, caf, bank, travel agency office, and so on, the users can enjoy some privacy bysending/receiving brief text messages in an unobtrusive way.

It would take six years from the launch of SMS until the first case of advertising wouldappear on this new data media channel, when a Finnish news provider offered free newsheadlines via SMS, sponsored by advertising. This led to rapid experimentation in mobileadvertising and mobile marketing, and the world's first conference to discuss mobileadvertising was held in London in February 2001, sponsored by the Wireless AdvertisingAssociation (which later merged into the Mobile Marketing Association). The first book to
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discuss mobile advertising was Ahonen's M-Profits in 2002. Several major mobileoperators around the world launched their own mobile advertising arms, like Aircross inSouth Korea, owned by the parents of SK Telecoms the biggest mobile operator, or like D2in Japan, the joint venture of Japan's largest mobile operator NTT DoCoMo and Dentsu,Japan's largest ad agency.

1.5 Mobile as media

1 Mobile media

This unobtrusive two-way communications caught the attention of media industry andadvertisers as well as cell phone makers and telecom operators. Eventually, SMS became anew media - called the seventh mass media channel by several media and mobile experts -and even more, it is a two-way mobile media, as opposed to one-way immobile media likeradios, newspapers and TV

. Besides, the immediacy of responsiveness in this two-way media is a new territory foundfor media industry and advertisers, who are eager to measure up market responseimmediately. Additionally, the possibility of fast delivery of the messages and the ubiquityof the technology (it does not require any additional functionality from the mobile phone,all devices available today are capable of receiving SMS), make it ideal for time- andlocation-sensitive advertising, such as customer loyalty offers (ex. shopping centers, largebrand stores), SMS promotions of events, etc. To leverage this strength of SMSadvertising, timely and reliable delivery of messages is paramount, which is guaranteed bysome SMS gateway providers.

Mobile media has begun to draw more significant attention from media giants and

advertising industry since the mid-2000s, based on a view that mobile media was to changethe way advertisements were made, and that mobile devices can form a new media sector.Despite this, revenues are still a small fraction of the advertising industry as a whole.Informa reported that mobile advertising in 2007 was worth $2.2 billion. This is less than0.5% of the approximately $450 billion global advertising industry.

Types of mobile advertising are expected to change rapidly. In other words, mobiletechnology will come up with a strong push for identifying newer and unheard-of mobilemultimedia, with the result that subsequent media migration will greatly stimulate aconsumer behavioral shift and establish a paradigm shift in mobile advertising. A majormedia migration is on, as desktop Internet evolves into mobile Internet. One typical case in

point isNielsens recent buyout ofTelephia.

However it should be kept in mind that the rapid change in the technology used by mobileadvertisers can also have adverse effect to the number of consumers being reached by themobile advertisements, due to technical limitations of their mobile devices. Because ofthat, campaigns that aim to achieve wide response or are targeting lower income groupsmight be better off relying on older, more widespread mobile advertising technologies,such as SMS.
http://en.wikipedia.org/wiki/SMShttp://en.wikipedia.org/wiki/Seven_mass_mediahttp://en.wikipedia.org/wiki/SMS_gatewayhttp://en.wikipedia.org/wiki/Mobile_mediahttp://en.wikipedia.org/wiki/Informahttp://en.wikipedia.org/wiki/Mobile_Internethttp://en.wikipedia.org/wiki/Nielsenhttp://en.wikipedia.org/w/index.php?title=Telephia&action=edit&redlink=1http://en.wikipedia.org/wiki/SMShttp://en.wikipedia.org/wiki/Seven_mass_mediahttp://en.wikipedia.org/wiki/SMS_gatewayhttp://en.wikipedia.org/wiki/Mobile_mediahttp://en.wikipedia.org/wiki/Informahttp://en.wikipedia.org/wiki/Mobile_Internethttp://en.wikipedia.org/wiki/Nielsenhttp://en.wikipedia.org/w/index.php?title=Telephia&action=edit&redlink=1


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A BBC news article of August 2006 indicated, "Young drive 'radical media shift'", pointingto a fast shift away from the traditional media. "They are leaving the traditional media andmoving towards new media. This generation has grown up with new technologies - and it isthis generation for whom the uptake is instinctive."

Viral marketing

As mobile is an interactive mass media similar to the internet, advertisers are eager toutilize viral marketing methods, by which one recipient of an advertisement on mobile, willforward that to a friend. This allows users to become part of the advertising experience. Atthe bare minimum mobile ads with viral abilities can become powerful interactivecampaigns. At the extreme, they can become engagement marketing experiences. A keyelement of mobile marketing campaigns is the most influential member of any targetaudience or community, which is called the Alpha User.

Privacy concern

Advocates have raised the issue of privacy. Targeted mobile marketing requirescustomization of ad content to reach interested and relevant customers. To customize suchbehavioral personal data, user profiling, data mining and other behavior watch tools areemployed, and privacy advocates warn that this may cause privacy infringement.

Some mobile carriers offer freebie or cheaper rate plans in exchange for SMS or othermobile ads. However, mobile TV and mobile search may override this privacy concern, assoon as they are implemented on a full-blown basis. In a naive way to override privacyconcern, however, Users prior consent needs to be obtained through membership to join orUser account to set up. Both mobile TV and mobile search may supersede the way of

getting Users prior concern through membership or User account because users are free tochoose mobile TV channels or mobile search services on a voluntary basis.

Interactivity

Mobile devices aim to outgrow the domain of voice-intensive cell phones and to enter anew world of multimedia mobile devices, like laptops, PDA phones and smart phones.Unlike the conventional one-way media like TV, radio and newspaper, web media hasenabled two-way traffic, thereby introducing a new phase of interactive advertising,regardless of whether static or mobile. This user-centric approach was noted at the 96thannual conference of Association of National Advertisers in 2006, which describeda need

to replace decades worth of top-down marketing tactics with bottom-up, grass-rootsapproaches.

Mobile device issues

Coincidentally, however, mobile devices are encountering technological bottlenecks interms of battery life, formats, and safety issue
http://news.bbc.co.uk/2/hi/technology/4779329.stmhttp://en.wikipedia.org/wiki/Viral_marketinghttp://en.wikipedia.org/wiki/Engagement_marketinghttp://en.wikipedia.org/wiki/Social_marketing_intelligence#Alpha_Usershttp://news.bbc.co.uk/2/hi/technology/4779329.stmhttp://en.wikipedia.org/wiki/Viral_marketinghttp://en.wikipedia.org/wiki/Engagement_marketinghttp://en.wikipedia.org/wiki/Social_marketing_intelligence#Alpha_Users


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In a broad sense, mobile devices are categorically broken down into portable and stationaryequipment. Technically, mobile devices are categorized as below:

Handheld [portable] Laptop, including ultra portable [portable]

Dashtop, including GPS navigation, satellite radio, and WiMAX-enabled dashtopmobile payment platforms[fixed on dashboards]

The battery life and safety issues will perhaps combine to eventually push mobileequipments inroads into vehicle dashtops. However, satellite-based GPS navigation andsatellite radio may already hit a snag because of their part-time usage and technologicalhierarchy. Put differently, people want more functions than GPS navigation and satelliteradios. The trend indicates an ongoing convergence into all-in-one dashtop mobile devicesincorporating GPS navigators, satellite radios, MP3 players, mobile TV, mobile Internet,MVDER(vehicle black box), driving safety monitors, smart phones and even video games

.

Mobile Ad Growth Inevitable, Survey Finds

Research commissioned mobile marketing technology and services company Velti hasfound that 79% of UK consumers believe the growth of mobile advertising is inevitable.

The survey, which polled more than 1,600 UK mobile phone users about their usage habits,showed that the majority of Britons are starting to accept that mobile marketing and

advertising will continue to increase in popularity, but also laid down a clear message forany marketers hoping to make use of the medium: We want something in return.

The results of the study showed that, while 80% of UK adults surveyed initially said theydid not wish to receive advertising on their mobile phones, 56% of all respondents agreedthat they would support mobile marketing and advertising campaigns if it was on an opt-inbasis and in exchange for incentives or rewards, ranging from cash, free minutes orrelevant special offers from brands.This research clearly shows that although consumers expect mobile marketing andadvertising to grow in popularity, brands using the medium to communicate with targetgroups will need to offer consumers added value to be successful, says Velti CEO, Alex

Moukas. Learning how to incentivise and reward participants is key; consumersunderstand their value in the chain, so campaigns that fail to offer anything relevant orbeneficial will, at best, be treated indifferently and at worst, create negative associationswith the brand.According to the research, cash is king, with 50% of respondents admitting that hardcurrency is the key to securing their buy-in. Next on the consumers incentive wish listwere free minutes, free texts or data, with 40% of respondents citing them as an attractivereward for receiving advertising or marketing messages.
http://en.wikipedia.org/wiki/Dashtop_mobilehttp://en.wikipedia.org/wiki/Dashtop_mobilehttp://en.wikipedia.org/wiki/MVDERhttp://www.velti.com/http://en.wikipedia.org/wiki/Dashtop_mobilehttp://en.wikipedia.org/wiki/Dashtop_mobilehttp://en.wikipedia.org/wiki/MVDERhttp://www.velti.com/


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Finally, 22% of respondents viewed location-based services, such as local restaurant reviews,as a worthy exchange for mobile marketing communications.

Despite the fact that almost 60% of all respondents agreed that incentivised marketing andadvertising campaigns were attractive, 55% of mobile users over 45 were adamant that nothing

would encourage them to engage with mobile marketing. This was in contrast to only 29% offewer than 24s opposing the use of mobile as a commercial channel.Mark Fallows, Director of Digital Content at McCann Erickson, find the results of the surveyencouraging. He says:Mobile advertising and marketing has opened up a channel for brands looking to engage theirconsumers in a more contextually relevant manner. It's exciting, as it forces agencies andclients to be very precise in the value we offer in exchange for consumers' interaction. The factthat consumers are becoming increasingly open to mobile as an advertising and marketingmedium is an encouraging and timely development.Velti and its mobile marketing agency Ansible recently ran a campaign with Johnson &Johnson which engaged with pregnant women by asking them to text their due date to a short

code. This allowed Johnson & Johnson to send the mothers-to-be only the most relevantinformation and offers corresponding to the exact stage of their pregnancy. The campaign alsoallowed mothers-to-be to join a mobile community contributing to a support network forpregnant women in their area. According to Velti, the campaign achieved a 94% retention rateover six months, with the expectant mums opting back in on a monthly basis.

7 Mobile Advertising Operation

This figure shows how a mobile advertising system can work. In this example, a companycreates and submits a small banner ad to a mobile advertising network and selects location,time and category as the ad promotion criteria. The mobile advertising network submits

these ads to multiple mobile networks and keeps track of the transmission, selection andresponse to these ads. The mobile system operators review the capabilities of the mobiledevices in their network to determine which devices can receive and respond to mobile ads.


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Mobile advertising operation


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8 Mobile Advertising Network

This figure shows how a mobile advertising network can operate. The mobile ad networkreceives and reviews mobile ads from content providers or mobile agencies along with thead campaign name and criteria.

If the ads conform to the required guidelines and are approved, the mobile ad network canforward these ads to mobile carriers that have been defined by the mobile ad campaign.The mobile carrier or their portal operators receives and delivers the ads to the appropriatechannels and report the status of ad delivery to the mobile ad network.

The mobile ad network uses this information to produce marketing reports to the advertiser

and to calculate their mobile advertising costs.

Mobile advertising network


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9 Location Based Advertising

This figure shows how a location based search is the entry of the word "pizza" into amobile telephone search engine which is combined with the location of the mobiletelephone to identify Pizza restaurants that are near the mobile telephone. This example

shows that some of the listings include coupons that can be used immediately at therestaurant

Location based advertising

Mobile Ad Types

Text Ads

Image Ads

-Graphic Banners

-Interstitial Images

-Animated Banners

-Mobile Banner Sizes


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Video Ads

-Overlay Ad

Ad Applications

-Ad States

Mobile Ad Response Types

Link Selection

Email Option-In (Email Opt-in)

Messaging Opt-in

Click to Call

-Recorded Services

Click to Video

Click to Receive Coupon

Click to Order

Click to Buy

Click to Download

Click to Enter

Click to Forward

Location Finder

Mobile Content Channel Types

Download Sites

Mobile Communities

Entertainment Applications

Information Services

Mobile Portals

-On Portal

-Off Portal


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-Friendly Off Portal

-On Device Portal

Mobile Search Advertising

-Location Based Advertising (LBA)

Mobile Device Capability

Display

Media Formats

Presentation Control

Input Control

-Keypad

-Soft Keys

-Pointer Control

-Voice Entry

-Predictive Controls

Delivery Context

-Default Delivery Context

Mobile Applications

-Java

Ad Transmission Options

Messaging Systems

-Short Messaging Service (SMS)

-Multimedia Messaging Service (MMS)

-Premium SMS (PSMS)

-Common Short Codes (CSC)

Wireless Access Protocol (WAP)

Mobile Web

Streaming Media

Broadcast Media


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Off Network Connections

-Blue casting

-Wireless LAN

-Infrared

Viral Marketing

Mobile Ad Content Guidelines

Clear Expression

Legal Products and Services

Voluntary Industry Restrictions

Advertising Regulations

-Mobile SPAM

Age Appropriate Content

Non-Controversial Content

Substantiated Performance Claims

Moral Conformity

Non-Offensive Language

Sponsor Identification

Appropriate Use of Contact Information

Mobile Landing Page

Landing Page Content

-Page Title

-Images

-Text-Links

-Click to Call

-Click to Video

-Click to Find Location

-RSS Feed

-Data Collector


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Landing Page Builder

-Mobile Handset Emulator

Jump Page

Mobile Storefront

Ad Behavior

-Downloadable Ads

-Online Behavior

-Offline Behavior

-Ad Triggers

Mobile Ad Campaigns

Ad Bidding

Ad Frequency Capping

Ad Expiration Date

Ad Rotation

Mobile Advertising Metrics

Ad Impressions

Ad Clicks

Conversions

Predictive Analytics

Mobile Advertising Networks

Ad Submission

Ad Approval

Mobile Marketing Campaigns

Response Data


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Mobile Advertising Style Guides

Data Size

Media Objects

Input Limitations

Mobile Banner Ad Aspect Ratio

Sidebar Allowances

Similarities with internet advertising

There are a number of similarities that can be drawn between traditional internet

advertising and mobile internet advertising despite being delivered and consumed

differently it uses much of the same technology. Plus many of the fundamental

characteristics of online advertising (interactivity, permission based etc.) still apply.

In most instances, advertising is booked using exactly the same models that you already

use for internet advertising, like Googles Ad Words for paid search for example.

The way in which adverts are delivered is also largely the same. For instance banner

adverts still appear on mobile sites next to relevant content and video adverts appear before

or after video programming.

Differences with internet advertising

The differences are largely practical:

Small screen size resulting in less space for content.

Harder to use interfaces (although this is improving).

Slower connection speeds resulting in a need for smaller file sizes.

Internet accessed on the move, away from desks.

Usually supplementary to primary internet access on computers or laptops.

Mobile internet is used for different reasons e.g. for snippets of information useful for a

journey such as restaurant locations to meet a friend, timetables for trains, short newsbites or TV programmes to pass the time on a train journey.

Bear all of this in mind and understand what a user requires from a mobile internet

experience and you will begin to realise that mobile advertising must be treated very

differently. However, like internet ads, mobile ads work best when they are relevant and

useful to the user and created for that particular device.


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The state of the mobile advertising market

The UK mobile advertising market is in its infancy. Today, the majority of mobile

advertising bought and sold is on portal, sold through third party sales-houses (e.g.

Screen Tonic for Orange, Yahoo! for Vodafone and 4th Screen for O2). Inventory on off-

portal sites is also sold by third party specialist sales-houses (e.g. Ad mob, Adinfuse) aswell as some web companies like Unanimis. This allows for interest group targeting, when

adverts are placed on sites depending on the audience interested in the content of that site

(e.g. sites like The Spectator, Financial Times and The Economist may attract a slightly

older demographic). For on-portal advertising the ad sales model which sees mobile

inventory sold according to the section of the portal where the ad appears will be replaced

by a model targeting mobile users by socio-demographic profiling, behavioural analysis

and location in order to provide better targeting.

Measurement

Buying advertising on the mobile internet is similar to buying display advertising on

traditional internet. In most cases banner ad impressions can be purchased by cost-per-

thousand (CPM). Prices vary according to the degree of targeting: the majority of on-

portal ads sell for 10 - 20 per thousand, whilst highly targeted ads on special interest

sites, or served only to certain aggregated sociodemographics or served on a search results

page can sell for up to 100 per thousand. Other mobile internet site owners, predominantly

publishers, sell their mobile inventory on both the CPM and cost-per-click (CPM) bases.

Prices for display advertising are typically 5p - 25p per click.

Highly bespoke on and off portal banner campaigns comfortably generate double digitresponse rates at a fractional cost of other traditional channels. Click through rates range

from 0.5% (on a typical off-portal site) up to 4% (on portal), considerably higher

(sometimes 15 times) than the equivalent for traditional internet sites.

Inventory

Inventory is still relatively scarce because of a shortage of eyeballs. Both reach and

frequency are a long way from their theoretical maximum due to the early stage of the

market. Today less than a third of mobile subscribers regularly use the mobile internet and

they average only one page per day (source: MMA UK).

The total UK inventory of page impressions is estimated at one billion page impressions

per month (October 2007) but is growing at 9% month-on-month and is expected to reach

over five billion by the end of 2008 (source: MMA UK).


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Opportunities

Mobiles offer a vast number of opportunities for advertisers, but only through clever

marketing that takes into consideration the needs of a consumer on the smaller device.

Benefits include:

Mobiles are extremely personal because they are only used by one person; a dream fortargeting and measurement.

Mobiles are always with the user, resulting in opportunities to target people in waysthat no other device can.

Mobiles are always on (unless the battery runs out!) allowing the user to accessadvertising at any time, no matter where they are.

Mobiles are highly interactive all mobile handsets now come with many differentuses (call, text, camera, music player, web browser).

Mobiles have unparalleled reach with over 90% of the UK population owning one, ifnot more, handsets.

Trends

Accessing the internet on mobile is becoming faster and easier. 3G allows for mobile

optimised web pages to load within a few seconds, almost equivalent to broadband internet

access (in terms of the speed of page load). WIFI technology allows for internet access at

the same speed as internet on a computer at no extra cost. As WIFI becomes more

commonplace in public spaces too like cafes and hotels, mobile internet is easier and far

cheaper than it has ever been.

In terms of marketing, text and picture messaging (SMS / MMS) are still being used to

introduce advertisers to mobile, almost as a taster for everything else mobile has to offer.

However, this is gradually beginning to change as mobile advertising develops and people

become more aware of what the medium can be used for.

Search is being used more on mobile with operators implementing search on their own

portals and other sites as well. Search has been one of the driving forces behind internet

growth and the growth of internet advertising, and this is being replicated on mobile.

Banner ads are already being used well across mobile internet, although it is still a very

young area with a lot of improvement to be made. However, we are already seeing

increased creativity with mobile banners and sponsorships.

Video pre-roll and post-roll, and ad-funded content are starting to emerge. Volume is

limited both in terms of current audience and advertising, but this is increasing and will

continue to do so rapidly over next few years.


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How to advertise on cell phones and mobile devices

Cell phone advertising is considered the next big thing, and the advertisers are closely

watching the mobile phone user segment. People who speak in favor of cell phone

advertising come up with one fact that holds true most of the times.

Day in and day out, we are flooded by lots of advertisers screaming to get our attention.

We watch TV, listen to radio, check our emails and snail mails, gaze through billboards,

and yet, we hardly remember the flurry of ads that we go through. This happens because

we have a choice to skip or flee when it comes to these mediums. But, the one thing that is

always on and always with you, the mobile phone, is being targeted by the advertisers. The

difference is that the mobile phone never goes unnoticed. We check every text message

that comes in, we respond, we make calls, and do a lot of other things in our Phone.

Advertisers say that an ad in the cell phone is most likely to get a response than any otherform of advertising. There are a few reasons based on which marketers think cell phone

advertising could be more successful than the other conventional forms of advertising.

The cell phone is always with us. We hardly leave it unattended. This serves as a big

advantage, as other mediums like TV and print have high chances of viewers just skipping

the channel or skimming through the material. It has lots of variety. You can send videos,

graphics, pictures, and banner ads to attract the users. The ads can get very personal. You

have opt-in services whereby you can opt for your personal favorites and allow only them

to reach your inbox. For example, you would love to know when your favorite band goes

live and when your favorite sports team is playing. These kinds of ads are meant forspecific viewers who would certainly respond and make use of the ads.

The ads are small, yet effective. Big brands sponsor lots of services that service providers

offer the customers and they come up with banner ads when the customers avail the

particular service. For example, you can see Microsoft logo when you browse certain

websites from your mobile. This kind of ad doesnt ram the sponsor down your throat, but

certainly makes an impression.

Location-based advertising is another possibility with mobile phones. With GPS

(Geographical Positioning System), you can track mobile phone users and send appropriate

messages to them. For example, as a coffee shop owner, you can send a message about the

special serve of the day when they pass by. However, this is still in the rudimentary stage

and will take sometime to get implemented. The strength lies in sheer numbers. There are

more than 220 mobile users and almost 40% of them are regular text messengers. This

ensures a strong customer base and statistics say text ads have a CTR (Click-Through-

Rate) of around 4%, which is way better than the normal web CTR of 1%. Cell phone


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CHAPTER- 2

2.1 Review of Literature

Exploring the effects of gender, age, income and employment status on

consumer response to mobile advertising campaigns

The purpose of this paper is to examine the effects gender, age, income and employmentstatus on consumer response to short message service (SMS)-oriented direct-responserequests or a call-to-action tactic in a television advertisement or program, consumer'sparticipation in SMS sweepstakes or other competitions, and consumer uptake of mobileservices such as ringtones, logos, screensavers and wallpapers ordered by SMS message.

Mobile Advertising Effectiveness: an Exploratory Study

Mobile ad

Documents

FINAL Adv. Thro Mob. Ph. PROJECT