Relevant bibliographies by topics / Advertising effectiveness mobile games

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Advertising effectiveness mobile games'

Author: Grafiati
Published: 4 June 2021
Last updated: 1 February 2022

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Journal articles on the topic "Advertising effectiveness mobile games"

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Çeltek, Evrim. "Mobile advergames in tourism marketing." Journal of Vacation Marketing 16, no. 4 (October 2010): 267–81. http://dx.doi.org/10.1177/1356766710380882.

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In recent years, the effectiveness of traditional communication techniques has been diminishing and marketers have sought more creative practices to attract consumers. One of these new marketing tools is the mobile advergame, which is seen as an attractive and new marketing communication vehicle that increases awareness. The term ‘advergame’ refers to games created by companies to promote their products or brand by combining ‘advertisement’, ‘computer games’ and ‘mobile phones’. The main purpose of this study was to provide an understanding of the qualities and potentials of the mobile advergame as an advertising and marketing tool for the tourism industry. The study had focused on the mobile advergame practices in the tourism industry with a content and SWOT analysis. The results showed that the games were successful in branding and city integration in game, but ineffective in viral marketing as very expensive devices are needed to play these games.
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Martínez, Carolina. "The struggles of everyday life: How children view and engage with advertising in mobile games." Convergence: The International Journal of Research into New Media Technologies 25, no. 5-6 (November 27, 2017): 848–67. http://dx.doi.org/10.1177/1354856517743665.

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Digital and mobile games are an important part of many children’s daily media usage and are used by children for, among other things, entertainment and relaxation purposes. Mobile games are commonly ‘free-to-play’ and have revenue models based on in-app purchases and advertising. These revenue models affect the content and structure of mobile games and, consequently, also the gaming experiences. Drawing on group interviews with 9- and 12-year-old children, this article analyses how children view and engage with advertising in mobile games, and what consequences in-game advertising have for children’s game experiences. The results show that children’s engagement with in-game advertising takes the form of a struggle and that children both resist and resign themselves to the advertising strategies. Advertising brings about negative experiences of deception, enforcement and confrontation, and interrupts moments of enjoyment, achievement and immersion during gameplay. These results suggest that playing advertising-based free-to-play mobile games is a demanding environment for children.
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Flores Álvarez, Katherine Alexandra, Macarena Nicole Aranda Morgado, and Manuela López. "How Does Advertising in Mobile Games Affect Consumers?" aDResearch ESIC International Journal of Communication Research 17, no. 17 (January 1, 2018): 30–45. http://dx.doi.org/10.7263/adresic-017-05.

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Tripathi, Shalini N., and Masood H. Siddiqui. "Effectiveness of Mobile Advertising: The Indian Scenario." Vikalpa: The Journal for Decision Makers 33, no. 4 (October 2008): 47–60. http://dx.doi.org/10.1177/0256090920080404.

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In the current scenario, mobile internet applications enable consumers to access a variety of services: Web information search, SMS (short message service), MMS (multimedia message service), banking, payment, gaming, e-mailing, chat, weather forecast, GPS (global positioning service), and so forth. Collectively, we denominate this wide array of services as “mcommerce.” These digital media are considered to potentially improve the possibilities to reach consumers by allowing personalization of the content and context of the message. Combining customer's user profile and the context situation, advertising companies can provide the target customers exactly the advertisement information they desire, not just “spam” them with irrelevant advertisements. Drawing from Nysveen, Pedersen, and Thorbjornsen's (2005) grid of mobile internet services classification, this study attempts to critically analyse “person interactive” (goal-oriented) information and “person interactive” (experiential) messaging, targeting both utilitarian and hedonic benefits from the consumers' perspective. It analyses the effectiveness of mobile advertising in its current format (as prevalent in India). ‘Effectiveness’ for the purpose of this study has been concretized in terms of impact of mobile advertising on the purchase decision of the consumer. However, results of binary logistic regression indicate that mobile advertising in its current format does not have a significant impact on the purchase decision of a consumer, and that there might be other significant factors like a firm's marketing efforts (marketing mix), a consumers' socio-cultural environment (family, informal sources, non-commercial sources, social class, culture and sub-culture), and an individual's psychological field (motivation, perception, learning, personality, and attitudes) that affect his purchase decision. Mobile advertising in its current format is very generic in its approach, as substantiated by factor analysis performed on the data — marketing communication through mobiles primarily lacked in contextualization and perceived usefulness (for the target customers), and were disruptive in nature. Although mobiles are a powerful mode of marketing communication, the important issues at stake here are— what to say, how to say it, to whom, and how often. Communications get more and more difficult, as a large number of companies clamour for getting the consumers' increasingly divided attention through various means. Hence the challenge lies in customizing the marketing communication to suit individual needs (Customerization), i.e., reaching the right target market with the right message at the right time. Also, variations in consumer responsiveness towards mobile advertising have been examined using Analytic Hierarchy Process (AHP). Finally, some features enhancing the utilitarian and hedonic benefits drawn (or expected) from mobile advertising are prioritized. This enhancement of benefits can be implemented by incorporating Intelligent Software Agents, which make customerization of marketing messages a reality—delivering all the desired benefits (utilitarian⁄hedonic) to the consumers. Software Agents are programmes which fulfill a task independently on behalf of the user and can be adapted to the individual preferences and parameters of its instructor; software agents operate without intervention of the user at a specific problem definition.
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Anusha. "EFFECTIVENESS OF ONLINE ADVERTISING." International Journal of Research -GRANTHAALAYAH 4, no. 3SE (March 31, 2016): 14–21. http://dx.doi.org/10.29121/granthaalayah.v4.i3se.2016.2772.

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Advertising has come a long way today. More and more new medium is being explored each day to make a successful advertising campaign. Internet that has in recent times picked up as advertising medium has become the favorite of the advertiser in no time. Online advertisement, also called internet advertising uses the internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. This study reveals that the effectiveness of on line advertising and usefulness and the reasons for using online advertisement. For this the study takes percentage and Lickert’s scaling techniques.
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YELKUR, RAMA, CHUCK TOMKOVICK, and PATTY TRACZYK. "Super Bowl Advertising Effectiveness: Hollywood Finds the Games Golden." Journal of Advertising Research 44, no. 1 (March 2004): 143–59. http://dx.doi.org/10.1017/s0021849904040085.

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Peng, Jianping, Juanjuan Qu, Le Peng, and Jing Quan. "An Exploratory Study of the Effectiveness of Mobile Advertising." Information Resources Management Journal 30, no. 4 (October 2017): 24–38. http://dx.doi.org/10.4018/irmj.2017100102.

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This study examines factors related to the effectiveness of mobile advertising. Using a large data set with 115,899 records of ad tap-through from a mobile advertising company in China, the authors identify that the influencing factors for advertisement tap through are application type, mobile operators, scrolling frequency, and regional income level. They use a logit model to analyze how the probability of advertisement tap through is related to the identified factors. The results show that application type, mobile operators, scrolling frequency, and the regional income level are positively correlated with the likelihood whether users would tap on certain types of advertising. In addition, they use the Bayesian network model to estimate the conditional probability for a user to tap on an advertisement in an application after the user already taps on another advertisement in the same application. Based on the findings, the authors propose strategies for mobile advertisers to engage in effective and targeted mobile advertising.
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Kim, Jong-Youl, and Ji-Hun Lee. "Effect of Mobile Commerce Interaction Characteristics on Game Advertising Effect and Game Re-purchase Intent." Research in World Economy 11, no. 2 (May 23, 2020): 59. http://dx.doi.org/10.5430/rwe.v11n2p59.

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Background/Objectives: This study is to present marketing strategies and implications for mobile game companies’ intention to buy games again.Methods/Statistical analysis: The questionnaire was distributed to then collected from 260 people who enjoyed playing games. The collected data verified the suitability of the structural equation model and the causal relationship to each concept.Findings: First, mobile game companies should try to use websites or famous websites to provide information about their own products and utilise trusted models and formulate advertisement copies, in order to build trust on their games and incidental products.Second mobile game companies will have to strive to show consistency between product advertising and the community through continuous management and providing information.Third, mobile game companies will have to restructure their homepage to focus on user-oriented design, and further care about the convenience of connecting to their homepage and the convenience of searching for information in famous sites (considering the location of banner ads) even among popular sites that game users often use.Fourth, mobile game companies will have to pay close attention to the trust and acceptance of advertising by paying attention to their promises with users, continuous website updates, swift Q&A activities, and the consistency between advertising and products.Finally, mobile game companies should spread information such as, gameplays, game item and character introduction, and create videos and programs that gamers would like to interact with in order to expose their websites and information on famous websites.Improvements/Applications: Companies that develop and sell games are analysing the characteristics of people who intend to repurchase games, which shows suitable direction of marketing strategies for sustainable management in the mobile game market.
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Plasencia, J., E. T. Quilliam, S. Kim, N. Rifon, and L. Weatherspoon. "Food, Fun and Games: Food Advertising in Computers versus Mobile Devices." Journal of the Academy of Nutrition and Dietetics 115, no. 9 (September 2015): A35. http://dx.doi.org/10.1016/j.jand.2015.06.122.

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Güçeri-Uçar, Gözem. "Enhancing Mobile Advertising Effectiveness in Turkey through Peer Influence." Journal of Electronic Commerce in Organizations 11, no. 4 (October 2013): 1–18. http://dx.doi.org/10.4018/jeco.2013100101.

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This article aims to explain how involvement and peer influence may enhance mobile advertising effectiveness by increasing consumers’ intention to participate in SMS-based mobile marketing campaigns. Both individual and joint effects of these variables on marketing campaign participation intentions of Turkish consumers are analyzed. Findings indicate that involvement is not necessarily a strong predictor of campaign participation intentions in the context of mobile marketing. Peer influence, on the other hand, was shown to have a significant effect on intention to participate in an m-marketing campaign, as well as being a moderator of the relationship between involvement and campaign participation intention. A unique contribution of this study is the linking of involvement and peer influence in a unified framework to demonstrate how these two variables can jointly be used to increase m-marketing campaign participation numbers.
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Dissertations / Theses on the topic "Advertising effectiveness mobile games"

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Satokangas, S. (Saara). "Effectiveness of mobile in-game banner advertising." Master's thesis, University of Oulu, 2013. http://urn.fi/URN:NBN:fi:oulu-201302281063.

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The aim of this research is to find out the effectiveness of banner advertising in mobile games. The matter has been approached by examining the attitudes consumers have towards mobile in-game banner advertising (IGBA) and the intention they have to click on these advertisements. The existing literature considering banner advertising, mobile advertising and in-game advertising is gone through rather extensively and based on it, a theoretical framework was formed and later on tested with empirical data. The empirical part of this study is conducted by using primarily quantitative methods but also some qualitative methods were employed in the initial phases of the research. As this research was done simultaneously with another researcher on the same topics, access to some of her interview transcripts were gained. These interviews were used as a pre-test before studying the matters in a larger scale with quantitative methods and they also helped in forming the survey questionnaire. However, as the interviews were conducted for different purposes, only what comes out of the quantitative study, are reported as findings of this research. The results of the study show that banner advertising, as it currently exists in mobile games, does not have a positive effect on gamers. On the contrary, gamers have fairly negative or negligent attitudes towards advertising in mobile games. Entertainment offered by the advertisement, as well as its information value, are important determinants of attitudes but gamers do not feel that IGBA succeeds in either category. In addition, due to the rather disconnected nature of banners, they are many times on the way of playing and get clicked accidentally which causes irritation in gamers. The cost of the game also affects significantly to the acceptance of advertising in mobile games. The cheaper the game, the more tolerant players are for advertising in it and vice versa. The same applies to the level of involvement that the game requires. If the game requires deep concentration, an appearing banner advertisement is perceived considerably more irritating and inappropriate, as it harms the game play severely. The correlation between attitudes and intentions is significant and thus it is important to pay attention to the factors that contribute to the overall attitude towards IGBA. One of the most promising findings in this study considering advertising effectiveness links to incentives offered via IGBA. Offering incentives based on the progress made in the game, for instance in the form of discounts and free trials, has a strong positive effect on the intention to click on IGBA. These kinds of incentives players would like to choose themselves from different options and preferably redeem them in a physical store. Basing the incentives on the player’s specific playing location got rather strongly divided interest, which yields for careful targeting and consideration if this advertising format is to be used. The results of this study need to be taken in light of some limitations. Firstly, the empirical research was conducted on a convenience sample of Finnish mobile players, which limits the possibility to generalize the results. Also as earlier research in this area is very scarce, the model presented acts only as a start for mobile IGA effectiveness research. It is likely that not all the factors affecting attitudes towards mobile IGBA are represented in the model. Thus the presented model could be further developed in future research
Tämän tutkimuksen tavoitteena on määrittää mobiilipeleissä esiintyvän bannerimainonnan tehokkuutta. Aihetta lähestytään tutkimalla mobiilipelaajien asenteita bannerimainontaa kohtaan, sekä heidän aikomustaan klikata kyseisiä mainoksia. Aluksi käydään laajasti läpi aiempaa kirjallisuutta bannerimainonnasta, mobiilimainonnasta sekä pelien sisäisestä mainonnasta. Tämän pohjalta muodostetaan teoreettinen viitekehys, jota myöhemmin testataan empiirisen datan avulla. Empiirinen osio on suoritettu pääasiallisesti kvantitatiivisia metodeja hyödyntäen, mutta tutkimus sisältää myös lyhyen laadullisen osion. Laadullisen osion aineisto koostuu toisen tutkijan haastatteluaineistosta. Tätä haastatteluaineistoa käytettiin esitestinä, ennen asenteiden ja aikomusten tarkastelua laajemmalla kyselytutkimuksella kvantitatiivisin menetelmin. Haastatteluaineisto myös auttoi kyselylomakkeen kysymysten muotoilussa. Haastattelut suoritettiin eri tarkoitusta varten, minkä vuoksi ainoastaan kyselyn tuloksia käytetään raportoitaessa tämän tutkimuksen johtopäätöksiä. Tutkimuksen tulokset osoittavat, että peleissä hyödynnettävällä bannerimainonnalla ei ole kovinkaan positiivisia vaikutuksia pelaajiin. Päinvastoin, pelaajien asenne bannereita kohtaan on yleisesti melko negatiivinen tai välinpitämätön. Mainosten tarjoama viihdearvo sekä informatiivisuus ovat olennaisia asenteiden muodostumisen kannalta, mutta bannerit eivät onnistu tyydyttävästi kummassakaan kategoriassa. Lisäksi, bannerit ovat usein irrallisia peliympäristöön nähden, minkä vuoksi ne ovat helposti pelaamisen tiellä ja niitä klikataan vahingossa. Tämä puolestaan ärsyttää pelaajia. Näiden tekijöiden lisäksi pelin hinnalla on olennainen vaikutus asenteisiin mainontaa kohtaan. Mitä halvempi peli on, sitä hyväksyttävämpää mainostaminen on pelaajien silmissä. Myös pelin vaatimalla keskittymisen tasolla on vaikutusta pelaajien asenteisiin. Peleissä, jotka vaativat pelaajalta syvempää keskittymistä ja enemmän huomiota, mainokset koetaan huomattavasti negatiivisemmin, sillä ne haittaavat pelikokemusta. Asenteiden ja aikomusten välillä on merkittävä positiivinen korrelaatio, minkä vuoksi on syytä kiinnittää huomiota pelaajien asenteisiin vaikuttaviin tekijöihin. Yksi tutkimuksen lupaavimmista tuloksista liittyy tarjouksiin tai etuihin, joita bannereissa voidaan tarjota. Systeemi, jossa pelaajaa voisi saavuttaa palkintoja, kuten alennuskuponkeja tai tuotenäytteitä pelisaavutustensa perusteella, lisäisi pelaajien aikomusta klikata bannereita huomattavasti. Pelaajat ovat kiinnostuneita itse valitsemaan saavuttamansa edun muutamista vaihtoehdoista ja suosisivat fyysistä myymälää edun lunastamisessa ennemmin kuin verkko- tai mobiilikauppaa. Kiinnostus etujen kohdentamiseen pelaajan paikkatiedon perusteella saa vaihtelevan kannatuksen, minkä vuoksi harkintaa on syytä noudattaa, mikäli kyseistä mainonnan muotoa aiotaan hyödyntää. Tämän tutkimuksen tuloksia tarkastellessa on syytä ottaa huomioon eräitä rajoituksia. Ensinnäkin, empiirinen osio on suoritettu mukavuusotannalla kerätystä otoksesta saatuun dataan perustuen ja otos koostuu ainoastaan suomalaisista pelaajista. Nämä seikat rajoittavat tulosten yleistettävyyttä. Toiseksi, koska aiempi tutkimus aiheesta on hyvin niukkaa, esitetty malli on vasta alkua tutkimukselle mobiilipelimainonnan tehokkuudesta, eikä esimerkiksi todennäköisesti käsitä kaikkia asenteisiin vaikuttavia tekijöitä. Tämä kuitenkin tarjoaa pohjan tulevaisuuden tutkimukselle, joka voi jatkaa esimerkiksi kehittämällä esitettyä mallia eteenpäin
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Beverskog, Simon, and Fredrik Larsson. "A study on 2D advertisementsin mobile versus VR experiences." Thesis, Uppsala universitet, Institutionen för informationsteknologi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-424348.

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Virtual reality tech is new, exciting and full of opportunities.Despite this the gaming section of virtual reality does not grow asfast as it was predicted it would be. Headsets and games areexpensive and perhaps a market model similar to the mobile gamingmarket would do the new tech good. A model that is heavily reliant onadvertisements and low prices.The purpose of this thesis is to show that virtual reality games areas viable an advertising target as mobile games that are a popularadvertisement medium. The study uses 2D billboard advertisements asthey are a non-intrusive advertisement format that can be implementedin a similar fashion on a mobile game and VR game.For this study two games were developed, one that runs on a OculusQuest VR headset and one for mobile Android devices. The games are asclose to each other as possible in terms of objective and settingwith the same advertisements implemented in them, each game featurestwo levels, one level contains advertisements and one does not.Surveys are used to find data regarding how the advertisementsaffected the game experience on both platforms. Interviews were thenconducted to find more qualitative information and to explain theresults as well as to find out what makes an advertisement good ortolerable.
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Sivagnanasuntharam, Sivasathees. "New distribution channels for advertising through computer games and mobile devices." Thesis, Norwegian University of Science and Technology, Department of Telematics, 2008. http://urn.kb.se/resolve?urn=urn:nbn:no:ntnu:diva-9776.

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The development in advertising industry has lately gone from open advertising through few, major distribution channels to a hidden and targeting advertising integrated into everyday life. Advertisers grow increasingly unhappy with the value delivered by the traditional mediums. They turn to alternative distribution channels in order to increase the success rate of advertising campaigns. Channels seen as unattractively with little purchasing power previously are attracting advertisers’ attention. The goal of this thesis has been to identify future distribution channels for advertising through computer games and mobile devices. In addition to identify, the report aims to look into the market potential of the identified advertising channels as well. This thesis begins with an introduction to advertising. Then advertising in computer games are investigated in the next chapter. The audience and business aspects of this advertising branch are examined and existing distribution channels are presented. Then a case study of advertising in a computer game named Cricket 07 and a virtual world called Second Life are carried out. Based on the thorough case study, several unexploited advertising channels are found and presented. The concepts are described in detail and high-level technical models are presented. The second part of the thesis examines mobile advertising. The same procedure is used here as for advertising in computer games. The main contribution of this part is the proposed solution presented in the end of the chapter. An advertising channel tailor made for Wireless Trondheim is described and a high-level technical model of the proposed distribution channel is given. The main contribution of this thesis is the identification of new distribution channels for advertising through computer games and mobile devices.

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Helander, Fredrik. "Measuring Digital Signage ROI : A combination of Digital Signage and Mobile Advertising as a method for measuring Digtal Signage ROI." Thesis, Umeå University, Umeå School of Business, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-34755.

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Marketing has changed a lot the past decade. New modern marketing channels have been developed and marketing have become more effective. This has affected the expectations advertisers have on advertising channels. One thing advertisers increasingly expect is to be able to efficiently measure the result of advertising, the ROI. A method for measuring ROI of digital signage is in focus in this study. The measurement is enabled by a combination of digital signage and mobile advertising. First a consumer is exposed to digital signage encouraging SMS interaction in order to receive an electronic voucher entitling the consumer to a discount. If the voucher is used, revenues can be linked to a specific campaign and ROI can be calculated. The study focus on measuring the tendency consumers have to interact through SMS when they get exposed to relevant advertising and the tendency they have to use the voucher that is sent to them as a result of the interaction.  The question is how efficient this method is for measuring ROI. In order to bring clarity to the issue, I conducted a quantitative survey using an online self completion questionnaire as measurement tool. It was distributed through e-mail among students at the College of Management at National Taiwan University. Furthermore, I have chosen a deductive approach, my epistemological position is positivism and I therefore utilize the scientific model conducting my research. My ontological position is objectivism meaning that I believe reality is independent of social actors.

The empirical data collected showed that the method in focus have great potential in working efficient for measuring ROI of digital signage. The general tendency to interact through SMS was high, on average 82.3% of the respondents would interact through SMS when getting exposed to relevant advertising. In addition, 96.5% of those would also use the voucher sent to them, enabling ROI calculations.

It was presumed that the digital signage advertising was relevant to such an extent to the consumer getting exposed to it, that he/she already had a purchase intention of the product/service which the advertising regarded. This should be remembered when evaluating the results. Nevertheless, if advertisers succeed in reaching out with relevant advertising enough, the findings in this study indicates that the method is an efficient tool to use for ROI calculations of digital signage.

 

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Waller, Talaya. "Marketing Strategies of Mobile Game Application Entrepreneurs." ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/1809.

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Mobile game application entrepreneurs can offer many benefits to the U.S. economy; however, 80% of the entrepreneurs in this study stated that marketing their mobile applications was a major business challenge. Successful strategies that entrepreneurs have used to overcome their mobile game application marketing challenges may be beneficial to other entrepreneurs. Based on Schumpeter's theory of economic development and new value creation of technological innovation, the purpose of this phenomenological study was to explore the strategies that entrepreneurs have used to market their mobile game application development businesses successfully. Twenty mobile game application entrepreneurs from northern California, who successfully sustained their businesses for 3 or more years, completed semistructured interviews. The entrepreneurs responded to open-ended questions designed to determine how they successfully marketed their mobile game applications. Moustakas's modified van Kaam method was used and included coding and organizing data into 5 primary themes that emerged from the analysis. The primary themes that emerged from the analysis were marketing challenges, social network influences, financing opportunities, innovative marketing approaches, and marketing strategies. The findings suggest that social media and networks are essential for marketing success, and mobile games should be innovative to ensure competitive advantages. The knowledge generated from this study may help mobile game entrepreneurs successfully market their mobile game applications and sustain their business. An increased number of businesses may lead to social change by helping to create jobs, thus reducing unemployment.
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Davhana, Shandukani Albert. "The influence of mobile internet on advertising to consumers in the short–term insurance industry / by Shandukani A. Davhana." Thesis, North-West University, 2009. http://hdl.handle.net/10394/4479.

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Marketing and advertisement activities are transforming as new digital media streams emerge. It is believed that the first major digital transition took place when broadcast media such as television and cinema, also called first screen, to the PC Internet, referred to as the second screen, entered the media industry. The last couple of years saw an expanding transition into the third screen, which is the mobile handset, commonly known as cellphones in South Africa. The rapid explosion of mobile phones and other mobile devices has created a new marketing channel. The use of Short Messaging Service, Multimedia Message Service, Graphic WAP Banners, and Video Clips to communicate with customers through their mobile devices / cellphones has gained popularity, making the mobile phone the ultimate medium for one–to–one or one–to–many marketing. And the more mobile handsets penetrate the mass market, the greater are the opportunities for advertising experiences. This exploratory study investigates the impact / effectiveness of mobile advertising to consumers in the short–term insurance industry. The study briefly focuses on whether marketers are reaping the benefits of using this medium to communicate and market their products and services to the identified target market. The findings indicate that mobile advertising has an impact on consumers in the short–term insurance industry. It was also envisaged that where mobile advertising seems to have no effect, the root of the problem lies in the mass marketing approach. Customers are looking for full customisation of mobile marketing messages, based on their individual requirements, tastes, preferences, location, time, and it should also add value to consumers. For maximum impact, it is also recommended that marketers should build measurements, targeting and optimisation into their campaign processes.
Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.
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Chu, Yi-Chi, and 朱羿錡. "The Influences of Mobile Advertising Formats on Advertising Effectiveness." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/jsjgr9.

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碩士
國立彰化師範大學
企業管理學系
105
The widespread use of mobile devices and internet makes users receive different formats of mobile advertising easily. In this research, we used experimental designs to explore the impacts of different advertising formats on advertising effectiveness. There are three types of advertising formats, including banner ad, interstitial ad, and native ad. As for the personalized degree, one category is with personalization and the other one is without personalization. The research results show different advertising types have significant effects on advertising effectiveness, including attention, attitude, memory, click intention, and purchase intention. In addition, the personalized degree has significant differences in purchase intention.
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陳惠雯. "The advertisement effectiveness of mobile advertising." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/04295367039278251951.

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碩士
國立政治大學
傳播學院碩士在職專班
104
Smartphone has been changing our life is an indisputable fact. The biggest change is that mobile phone is used from talking to browsing. The more consumer use smartphone, the more consumer decrease their attention in digital banners or advertisements. Hence, advertisers should base on different digital campaign’s objective to deliver different banners or creative ads. Since digital is getting more and more important, and the overall market research can’t catch up with the mobile marketing’s growth, this research will base on Modified Delphi Method to survey the mobile advertisement effectiveness in different campaign objectives. The sampling of experts will secure specialists who have related digital experience and must work over 5 years in this advertisement industry. After second round’s survey, this research come out 2 scopes and 5 principles. 1.Impressions and clicks are not key KPI for different campaign objectives *To maximize brand awareness: not only impressions and clicks, but also click rate and CPM should take as main KPIs (key performance implementation). *To have a strong relationship with consumer: click, click rate and impressions are the top 3 KPIs should be covered to review in campaign’s post-evaluation. *To drive the sales: conversion rate, CPM and clicks become the most important elements to review campaign objective. 2.Advertisers should have a long-term strategy in paid key word search *To maximize brand awareness and have a strong relationship with consumer: recommend to have always-on strategy which means open widespread comparison, phase comparison, and completed comparison all the time to find the potential consumers and drive the sales. *To drive the sales: recommend to select widespread comparison and filter non-related words to avoid wasting media budget and campaign cost.
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Lu-Liu and 劉露. "The Influences of Mobile Native Advertising on the Advertising Effectiveness." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/3jg68f.

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碩士
國立臺灣科技大學
企業管理系
106
With the popularity of mobile devices, consumers' behavior patterns are also changing. Many advertisers have gradually shifted their investment budgets to mobile devices. It is the intrusion of traditional blockade of advertising that has increased the download volume of ads blocking programs. However, the native ads have been favored by advertisers for their features that they do not disturb the audience's experience and provide meaningful content. More and more mobile ads will be changed to native ads. Nowadays, many scholars have researched mobile advertising, but there are few empirical studies on mobile advertising and advertising effectiveness. This study examines the definition of native advertising and discusses the definition of mobile advertising and the differences in advertising effectiveness caused by different forms of advertising.Take the group who uses the mobile devices as a research object, and use questionnaires for data collection. And a total of 303 valid questionnaires were recovered, and through analysis of narrative statistics, reliability and validity analysis and single factor variance analysis. Finally, conduct discussion based on the information obtained. The study found that different forms of mobile advertising have significant differences in advertising effectiveness, and different forms of mobile advertising have a significant impact on advertising awareness and advertising attitude. Keywords: Native Ads, Mobile Native Ads, In-Feeds Ad, Recommendation Widgets, Paid Search, Advertising Effectiveness
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Chen, Yi-Cih, and 陳憶慈. "On improving the effectiveness of Mobile Advertising." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/73207581063334189556.

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碩士
國立臺灣大學
資訊管理學研究所
103
With the ever-increasing number of smart phones, mobile is growing faster than all other digital advertising formats, as advertisers begin allocating dollars to catch the eyes of a growing class of "mobile-first" users. There is a fertile market for personalized adverting. So, the challenge is how to get your users to click more often on the ads appearing on your mobile property. More users clicking on the ads would primarily mean advertising money for the company. Hence, we collected datas from a company who has its mobile applications and makes effort to enhane their mobile Ad effectiveness. Then we used the clustering techniques and decision tree model to find out what factors are related to the click through rate (CTR). Finally, we found that both Ad itself and user behavior influence the Ad effectiveness. For Ad itself, different types of Ads such as Ad categories cause different CTR. For user behavior, there are many factors that should be considered also, for instance, their drama preference, watching hours preference and so on would cause different CTR too. In conclusion, knowing the key factors and using the prediction model can help company to enhance their Ad effectiveness.
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Books on the topic "Advertising effectiveness mobile games"

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Russell, Cristel Antonia, Dale W. Russell, and Joel W. Grube. Substance Use and the Media. Edited by Kenneth J. Sher. Oxford University Press, 2015. http://dx.doi.org/10.1093/oxfordhb/9780199381678.013.19.

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This chapter reviews the research relating to substance use portrayals and marketing in media. Research suggests that alcohol and tobacco marketing through traditional advertising, but also through product placements in film and television and other new forms of promotion, are prevalent. Youth may be especially exposed to these marketing efforts. New interactive electronic media, including social media, mobile phones, and games are increasingly important marketing tools. Overall, there is good evidence that exposure to tobacco marketing and portrayals are related to smoking behaviors, especially among youth. Evidence regarding exposure to alcohol marketing and portrayals also indicates that it is correlated with drinking behaviors among youth. Less is known about the effects of exposure to other substance use portrayals or about new media. There is some evidence that social marketing through media campaigns or entertainment media may have socially desirable effects. Future research should focus on emerging media and marketing techniques.
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Book chapters on the topic "Advertising effectiveness mobile games"

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Drossos, Dimitris, and George M. Giaglis. "Factors That Influence the Effectiveness of Mobile Advertising: The Case of SMS." In Advances in Informatics, 278–85. Berlin, Heidelberg: Springer Berlin Heidelberg, 2005. http://dx.doi.org/10.1007/11573036_26.

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Çeltek, Evrim. "Mobile Advertising." In Advances in Marketing, Customer Relationship Management, and E-Services, 61–78. IGI Global, 2017. http://dx.doi.org/10.4018/978-1-5225-2373-4.ch004.

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Information sources for business activities have changed greatly over the last decade principally as a result of the impact of latest media and technologies. The utility of written media, like guides and brochures has been questioned. Traditional communication techniques are decreasing effectiveness and marketers are seeking inventive application to draw in customer. Advergames are a kind of branded entertainment that features advertising messages, logos and trade character in a game format and mobile advergames use interactive mobile multimedia system to make interactive entertainment that advertises or promotes product or services by embedding brand messages within the game action. Therefore, the potential effects of interactive promotions like advergame and mobile advergame on tourist's higher cognitive process and behavior is also important. The aim of this study is to supply an understanding of the qualities and potentials of the mobile advergame as an advertising and promoting tool for the tourism business.
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Celtek, Evrim. "Advertising in Games." In Handbook of Research on Effective Advertising Strategies in the Social Media Age, 64–89. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-8125-5.ch004.

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Traditional marketing communication techniques are of diminishing effectiveness and marketers have developed creative applications to attract consumers. Advergames can be seen as an attractive and new marketing tool that increases product, brand and company awareness. Advergames are a form of branded entertainment that features advertising messages, brand logos, brand products and trade character in a game format. The purpose of this chapter is to provide an understanding of the qualities and potentials of the advergames as an advertising and marketing communication tool for the tourism industry. First, an overview of the various definitions of advergaming is provided, as well as a review of existing literature regarding its effectiveness. The study next examines the advergaming applications in the tourism industry using SWOT analysis. The study concludes with a discussion of the needs, challenges and opportunities faced in marketing tourism products by advergaming.
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Peng, Jianping, Juanjuan Qu, Le Peng, and Jing ("Jim") Quan. "An Exploratory Study of the Effectiveness of Mobile Advertising." In Brand Culture and Identity, 140–55. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7116-2.ch009.

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This study examines factors related to the effectiveness of mobile advertising. Using a large data set with 115,899 records of ad tap-through from a mobile advertising company in China, the authors identify that the influencing factors for advertisement tap through are application type, mobile operators, scrolling frequency, and regional income level. They use a logit model to analyze how the probability of advertisement tap through is related to the identified factors. The results show that application type, mobile operators, scrolling frequency, and the regional income level are positively correlated with the likelihood whether users would tap on certain types of advertising. In addition, they use the Bayesian network model to estimate the conditional probability for a user to tap on an advertisement in an application after the user already taps on another advertisement in the same application. Based on the findings, the authors propose strategies for mobile advertisers to engage in effective and targeted mobile advertising.
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Cole, Richard T., and Elizabeth Taylor Quilliam. "Online Games as Powerful Food Advertising to Children." In Handbook of Research on Effective Electronic Gaming in Education, 358–69. IGI Global, 2009. http://dx.doi.org/10.4018/978-1-59904-808-6.ch021.

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As Internet marketing has evolved, customized online games created to promote specific brands or products have been embraced by food marketers. At the same time that these advergames, a hybrid of entertainment and advertising, have emerged, childhood obesity in the United States has reached what some consider epidemic proportions. Advertising to children is frequently implicated as contributing to children’s poor dietary choices, and ultimately to childhood obesity and its attendant medical risks. In this chapter, we describe the nature of advergames, consider their effectiveness as teaching tools and advertisements, and suggest public policy issues related to the continued use of advergames to promote non-nutritious foods to children.
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Brechman, Jean M., Steven Bellman, Robert F. Potter, Shiree Treleaven-Hassard, Jennifer A. Robinson, and Duane Varan. "Branded Mobile Apps: Possibilities for Advertising in an Emergent Mobile Channel." In Encyclopedia of Mobile Phone Behavior, 142–50. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-8239-9.ch012.

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Marketing professionals are increasingly interested in creating branded mobile phone applications. These “apps” prominently display a brand's identity throughout the user experience, typically in the form of a brand logo, and are designed to perform a range of functions. This article reviews current available research, and specifically addresses two important areas: (1) the effectiveness of mobile phone apps as a form of persuasive advertising and (2) factors that moderate these effects, specifically creative execution style and product category relevance. This article concludes with a discussion of directions for future research.
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Barnes, Brenda. "Impact of the Mobile Phone on Classical Radio." In Encyclopedia of Mobile Phone Behavior, 1174–84. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-8239-9.ch096.

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Television was the first disruptive innovation that impacted radio. Radio adapted by changing its programming to disc-based music, which was less expensive to produce, and changing the revenue model from network advertising to local ads and national advertising. Mobile phones are being used increasingly for music, and since they are as portable and easy to use as radios, they are creating a new wave of disruptive innovation. Currently, radio revenues are holding strong, advertising across traditional and new media platforms is effective, and radio executives are creating apps and trying to activate the FM chip in mobile phones in order to ensure a place on the new platforms. Classical public radio has a slight advantage in that the Internet streaming radio services do not serve classical listeners as well; however, that could change. It will be necessary to monitor changes in technology use and advertising effectiveness to ensure that radio and classical radio remain competitive.
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Danesi, Marcel. "Emoji in Advertising." In Research Anthology on Strategies for Using Social Media as a Service and Tool in Business, 954–67. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-9020-1.ch048.

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Emoji have become an ipso facto universal language that fit in perfectly with informal routine digital communications, especially on mobile devices and on social media. Marketers and advertisers have taken notice of this communicative phenomenon and have started tapping into the emotive power of the emoji code since at least 2010. But is emoji advertising truly effective? Almost no study exists to examine this question. This article thus has a two-fold purpose. First, it looks at the use of emoji in advertising generally and then it presents a pilot study that aims to assay if such advertising is indeed effective. The overall conclusion is that effectiveness relates to the increase in interpretations, or connotations, that emoji ads seem to generate. The use of emoji in advertising is, thus, a field laboratory for gauging where emoji writing is heading and what it entails more broadly for communication.
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Ghose, Anindya. "Time: It’s On Your Side." In Tap. The MIT Press, 2017. http://dx.doi.org/10.7551/mitpress/9780262036276.003.0007.

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This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: time. It addresses questions such as: How can advertisers use time to their advantage to reach their target audience? Now that smartphones give advertisers the opportunity to reach an individual consumer in real time, what is the secret to getting the timing and the ad right? What is the best way to deliver a timely advertisement that will trigger a positive response? The chapter discusses advertising effectiveness based on time of day, advertising effectiveness based on day of the week, effectiveness of coupon redemption windows, the relationship between redemption windows and geography, and mobile advertising and its effect on different stages of the purchase funnel.
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Singh, Tejinderpal, and Prateek Kalia. "MSME Owner/Manager Perceptions Towards the Adoption of E-Marketing Activities in India." In Advances in Wireless Technologies and Telecommunication, 43–59. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-3045-0.ch003.

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This chapter covers the MSMEs (micro, small, and medium enterprise) owners/managers' perceptions towards the adoption of e-marketing with respect to its importance and effectiveness for business success, implementation, barriers, future use, expenditure, and general awareness about the government e-marketing initiatives. Data was collected from 253 MSMEs located in states of Punjab, Haryana, and Himachal Pradesh in India. The authors observed that MSMEs perceive e-marketing as an important element in the success of their businesses. They feel that display advertising, social media marketing, and mobile marketing add more effectiveness to their business. They perceive that display advertising is effective for brand awareness, search engine marketing for lead generation, affiliate marketing for customer acquisition and increasing ROI, mobile marketing for better CRM, and search engine optimisation for generating web traffic. MSMEs indicated an increase in future expenditure on digital marketing activities. However, a large section of MSMEs were unaware of the government's e-marketing initiatives.
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Conference papers on the topic "Advertising effectiveness mobile games"

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Dimitris Drossos. "Mobile Advertising Effectiveness: an Exploratory Study." In 2006 International Conference on Mobile Business. IEEE, 2006. http://dx.doi.org/10.1109/icmb.2006.30.

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Chou, Yu-Tuan, Bi-Wen Lee, and Sze-Ying Chen. "An Assessment of Mobile Advertising Effectiveness on Indoor Positioning." In 2017 International Conference on Information, Communication and Engineering (ICICE). IEEE, 2017. http://dx.doi.org/10.1109/icice.2017.8479015.

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Silva, R. N., and P. M. P. Fernando. "The Effectiveness of Brand Personality Dimensions on Brand Loyalty: A Study on Mobile Telecommunication Services in Sri Lanka." In International Conference on Branding & Advertising. TIIKM, 2016. http://dx.doi.org/10.17501/icoht2015-1101.

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Tellioglu, Umit, Geoffrey G. Xie, Justin P. Rohrer, and Charles Prince. "Whale of a crowd: Quantifying the effectiveness of crowd-sourced serious games." In 2014 Computer Games: AI, Animation, Mobile, Multimedia, Educational and Serious Games (CGAMES). IEEE, 2014. http://dx.doi.org/10.1109/cgames.2014.6934151.

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Truong, Vinh, Mathews Nkhoma, and Wanniwat Pansuwong. "Enhancing the effectiveness of mobile in-app programmatic advertising using publishers-controlled factors." In ICCMB 2020: 2020 The 3rd International Conference on Computers in Management and Business. New York, NY, USA: ACM, 2020. http://dx.doi.org/10.1145/3383845.3383865.

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Nasab, Hamideh Mohammadi, Mohammad Ali Mazaheri, Sadeq Fallah Tafti, and Samaneh Behzadpoor. "The Effectiveness of the “Man-Man” Mobile Game on Children’s Self-Concept and Self-Esteem." In 2019 International Serious Games Symposium (ISGS). IEEE, 2019. http://dx.doi.org/10.1109/isgs49501.2019.9047007.

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Kuo, Ying-Feng, and Tzu-Hung Tein. "Which Enterprise Sticon Design of LINE will Have More Advertising Effectiveness? A Model Development." In MoMM '14: The 12th International Conference on Advances in Mobile Computing and Multimedia. New York, NY, USA: ACM, 2014. http://dx.doi.org/10.1145/2684103.2684168.

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Dehghani, Hanie. "The effectiveness of a mobile application “Kalcal” on the learning of mathematics in students with dyscalculia." In 2019 International Serious Games Symposium (ISGS). IEEE, 2019. http://dx.doi.org/10.1109/isgs49501.2019.9047035.

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Schrage, Rabea, Marco Hubert, and Marc Linzmajer. "Content is King? The Effectiveness of Message Content, Personalization, and Location in Mobile In-Store Advertising." In Hawaii International Conference on System Sciences. Hawaii International Conference on System Sciences, 2019. http://dx.doi.org/10.24251/hicss.2019.167.

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Dishman, Paul, Joshua Groves, and Dale Jolley. "Measuring Retail Visual Cues Using Mobile Bio-metric Responses." In CARMA 2018 - 2nd International Conference on Advanced Research Methods and Analytics. Valencia: Universitat Politècnica València, 2018. http://dx.doi.org/10.4995/carma2018.2018.8287.

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This research provides the results of a comprehensive in-store study that utilized eye tracking to determine the initial eye attractiveness of signage and displays used in a Toyota retail dealership. Potential car buyers (n = 24) walked randomly through the showroom for the first time, and were asked to view the various signs, displays, video monitors, decorations, and vehicles on display. Research was conducted while the dealership was open in order to include distractions from human interaction. Subjects’ eye movements and the objects viewed were captured using Tobii II eye tracking glasses at 60Mhz. A typical showroom self-tour lasted approximately 4:31 minutes. Subjects were then shown their results and Retrospective Think Aloud interviews were conducted with the subjects to determine positive and negative reactions to the observed objects. Signage measured included those required by Toyota, as well as those created by the dealership. Types of signage measured included digital, video, posters, stand-up cards, and ads placed on the vehicle. Each potential eye attractive object was identified and classified by type (signage, décor, digital signage, vehicle information, etc.). Every subject’s results were analyzed by the number of fixations and the time spent viewing each object. The study revealed that video or digital messaging was not any more effective than static signage, but that placement of the signage was a determining factor in the effectiveness of message receptivity. Many of the non-signage objects received more attention than did certain types of advertising signage. The various attributes of the objects and signs that received positive attention were analyzed as to their eye attactiveness characteristics. Although signage in a retail showroom is believed to be critical in providing advertising and product messages, this study (in its particular environment) demonstrated that signage is not viewed by customers as often as previouly thought.
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