Journal articles: '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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Göksu, İdris, Alper Aslan, and Yiğit Emrah Turgut. "Evaluation of mobile games in the context of content: What do children face when playing mobile games?" E-Learning and Digital Media 17, no. 5 (June 26, 2020): 388–407. http://dx.doi.org/10.1177/2042753020936785.

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The aim of this study is to examine mobile games in the context of their content and to evaluate the situations faced by children through document analysis in terms of age-rating, game score, access permissions, the inclusion of advertisements, in-game purchases, encouraging consumerism, the inclusion of violence, bad habits, and educational value. The review and rating data of the games which can be found in Common Sense Media and Google Play Store were included in the study. These data were analyzed by descriptive content analysis using frequency (f) and percentage(%) values. According to our findings, it was revealed that 92% of the games involved in the study included in-game purchases and 75% of them included advertising. As a result of the investigations, it was also found that mobile games requested a lot of access permissions during installation. In addition, it was concluded that 90% of mobile games encouraged consumerism and 50% contained violence and fear elements. We think that the results are important in the way that they reveal the possible risks encountered by young people while they are playing mobile games and also in terms of increasing the awareness on the subject for both the users and their parents.

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Stewart, Kristin, Matt Kammer-Kerwick, Allison Auchter, Hyeseung Elizabeth Koh, Mary Elizabeth Dunn, and Isabella Cunningham. "Examining digital video advertising (DVA) effectiveness." European Journal of Marketing 53, no. 11 (November 11, 2019): 2451–79. http://dx.doi.org/10.1108/ejm-11-2016-0619.

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Purpose Marketers are increasing their use of digital strategies and prioritizing digital tactics, although the effectiveness digital video advertising (DVA) has not been examined empirically. The purpose of this research is to suggest that it is useful for advertisers to consider theories of the past to understand the link between product, advertising format and message processing. Design/methodology/approach To examine DVA effectiveness, this study utilized a 2-product type (utilitarian vs hedonic) × 2-product involvement (low vs high) x 2-platform (laptop vs mobile) mixed-design. Participants were recruited from a research company, who invited members of their panel to participate in an online experiment. Findings DVA for hedonic products resulted in stronger attitudes toward the ad and brand, and intentions to purchase. DVA for low involvement products resulted in stronger purchase intentions and likelihood to opt-in for more information. Moreover, there was an interaction between product category and involvement across all five measures of DVA effectiveness. Research limitations/implications Like TV commercials, DVA is more effective when used with low involvement, hedonic products than with high involvement, utilitarian products. Additionally, the device on which the advertisement is viewed impacts the effectiveness of DVA. Practical implications Companies promoting high-involvement utilitarian products may consider alternative advertising strategies (e.g. MDAs, apps, websites and advergames), as DVA may not be the most effective ad format. Originality/value As technology continues to develop and marketers continue to pursue growing numbers of consumers through digital means and on mobile devices, understanding how device type influences advertising effectiveness is important for media strategy, message placement and marketing metrics. This research takes one step in that direction.

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Merisavo, Marko, Jari Vesanen, Antti Arponen, Sami Kajalo, and Mika Raulas. "The effectiveness of targeted mobile advertising in selling mobile services: an empirical study." International Journal of Mobile Communications 4, no. 2 (2006): 119. http://dx.doi.org/10.1504/ijmc.2006.008604.

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Yüce, Arif, Ümit Can Büyükakgül, and Hakan Katırcı. "Game in the Game: Examining In-App Advertising in Mobile Sports Games." PODIUM Sport, Leisure and Tourism Review 8, no. 1 (January 1, 2019): 34–44. http://dx.doi.org/10.5585/podium.v8i1.319.

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Unni, Ramaprasad, and Robert Harmon. "Perceived Effectiveness of Push vs. Pull Mobile Location Based Advertising." Journal of Interactive Advertising 7, no. 2 (March 2007): 28–40. http://dx.doi.org/10.1080/15252019.2007.10722129.

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Andrews, Michelle. "Increasing the Effectiveness of Mobile Advertising by Using Contextual Information." GfK Marketing Intelligence Review 9, no. 2 (November 27, 2017): 36–41. http://dx.doi.org/10.1515/gfkmir-2017-0016.

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Abstract To avoid overtargeting consumers or targeting them at the wrong moment, mobile ads need to be relevant. Geographically, consumers have been shown to be more responsive to promotional offers from shops that were located close to them. For the lead time of promotions, insights are similar: The closer in time, the better the response. When considering the interplay of time and space, though, the picture becomes more complex. Recipients need enough time to respond given their distance from the promoted venue, but too much time may reduce response rates. It appears that people do not plan too far in advance for events such as movie watching or with small-screen devices such as smartphones. Another context that can affect people’s response to mobile ads is that of the environment - what is going on around people. In a study of mobile promotions during subway rides, mobile campaigns turned out to be more effective on more crowded trains. Even if this finding cannot be generalized to all forms of crowded environments, it clearly shows that context matters. Understanding its impact can help marketers become better gatekeepers by delivering the right mobile ad to the right person at the right time at the right place in the right context.

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Spasova, Lyubomira, and Zhenya Gundasheva. "MAIN ACRONYMS FOR INDICATING THE EFFECTIVENESS OF ADVERTISING COMMUNICATION OF MOBILE OPERATORS." Trakia Journal of Sciences 17, Suppl.1 (2019): 847–52. http://dx.doi.org/10.15547/tjs.2019.s.01.139.

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This study focuses on advertising communication of mobile phone operators by indicating its effectiveness through the main acronyms for advertising influence. The aim of the study is to define precisely the acronyms applied in the area of communications, while searching for psychological efficiency of advertizing and its indicators. In order to accomplish this aim we have set the following tasks: • To study advertising communication of mobile phone companies • To design a theoretical model of the acronyms, applied in communication • To carry out T-tests for independent samples of demographic characteristics and emerging statistically significant factors • To measure the psychological efficiency of advertisement and its indicators through a survey The following methods were used to accomplish the tasks: conducting two subsequent surveys with the same respondents regarding advertising perception and influence.

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Zhang, Yanping, Xiaodong Li, and Juho Hamari. "How does mobility affect social media advertising effectiveness? A study in WeChat." Industrial Management & Data Systems 120, no. 11 (October 7, 2020): 2081–101. http://dx.doi.org/10.1108/imds-05-2020-0268.

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PurposeThis study aims to investigate how aspects of mobility affect social media advertising effectiveness (i.e. consumer purchase intention) on mobile platforms from the perspective of the fit-viability model.Design/methodology/approachData were collected through an online questionnaire survey of 378 WeChat users and used to test hypotheses with structural equation modeling.FindingsConsumer purchase intention is significantly positively influenced by time flexibility, spatial flexibility, mobile lifestyle and ad relevance. Meanwhile, ambivalence toward ads mediates the relationships of time flexibility and spatial flexibility with purchase intention and moderates the relationships of mobile lifestyle and ad relevance with purchase intention.Research limitations/implicationsThe findings offer researchers and practitioners a new angle to understand advertising effectiveness on mobile social media and extend the application of the fit-viability model.Originality/valueThis paper fills the research gap on the role of mobility in social media advertising.

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Westerlund, Mika, Risto Rajala, Tuure Tuunanen, and Jari Salo. "The Influence of Content and Trust on Consumers' Intention to Accept Mobile Advertisements." International Journal of E-Services and Mobile Applications 1, no. 4 (October 2009): 1–15. http://dx.doi.org/10.4018/jesma.2009070801.

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A new model for investigating consumers’ behavioral intention in mobile advertising is developed and related to mobile marketing theory and practice. Hypotheses are tested about the hierarchical structure and the effects of the factors that precede consumers’ acceptance of mobile advertisement. The results suggest that attractive content and trust in advertisers are key predictors of mobile device users’ behavioral intention towards mobile advertising. The findings lead to a modification and extension of Fishbein’s behavioral intention model and its application in the research on advertising effectiveness.

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김한수 and Kimjunkyo. "Research about Effectiveness of Automotive Advertising Brand Experience Using Mobile Devices." Journal of Digital Design 15, no. 3 (July 2015): 477–87. http://dx.doi.org/10.17280/jdd.2015.15.3.045.

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Abbasi, Ghazanfar Ali, Sea Su-Yee, and Yen-Nee Goh. "An Integrative Approach for Determining Consumers Mobile Advertising Related Attitudes and Intentions." International Journal of Interactive Mobile Technologies (iJIM) 14, no. 15 (September 11, 2020): 95. http://dx.doi.org/10.3991/ijim.v14i15.14955.

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The purpose of this paper is to propose and test an integrated model of mobile advertising taking into consideration the exclusive characteristics of Malaysian consumers. The survey research method has been used to collect data among young mobile users in Malaysia. A partial least squares structural equation model (PLS-SEM) technique is employed to analyse the data. The results show that perceived usefulness, perceived ease of ease, irritation, entertainment, and credibility emerge as significant belief factors positively influencing attitude in of Malaysian consumers. Irritation, on the other hand, negatively predicts attitude. Attitude toward mobile advertising and subjective norm emerge as the strong predictors of the consumers’ intention to purchase products and services as advertised in mobile advertising. The findings are particularly relevant to international marketing managers. To effectively reach Asian consumers through mobile, increasing credibility, perceived ease of use, perceived usefulness, subjective norm and entertainment values are the keys. Based on the established advertising theories, this study proposes an integrated model to examine how users’ attitude and social factor affect mobile advertising effectiveness among Malaysian consumers. This research provides insights into the effectiveness and of the novel mobile medium as compared to orthodox mediums. Also, this study excavates the understanding of advertising hierarchy effects in an international setting by examining the importance of each variable in an emerging Asia-Pacific country like Malaysia. The study answers such a call.

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Wang, Ying, and Ebru Genç. "Path to effective mobile advertising in Asian markets." Asia Pacific Journal of Marketing and Logistics 31, no. 1 (January 14, 2019): 55–80. http://dx.doi.org/10.1108/apjml-06-2017-0112.

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Purpose The purpose of this paper is to propose and test an integrated model of mobile advertising taking into consideration the unique characteristics of Asian consumers. Design/methodology/approach The survey research method has been used to collect data among young mobile users in China and South Korea. A structural equation model (SEM) technique is employed to analyze the data. Findings The results show that Chinese and South Korean consumers share similar beliefs and attitudes toward mobile advertising. Perceived informational usefulness, perceived entertainment usefulness, perceived ease of ease and credibility emerge as significant belief factors positively influencing attitude in both countries. Irritation, on the other hand, negatively predicts attitude. Attitude toward mobile advertising and subjective norm emerge as the strong predictors of consumers’ intention to use mobile advertising in both countries. The effects of perceived social usefulness on attitude and incentive on intention to use demonstrate different patterns between the Chinese and South Korean samples. Practical implications The findings are particularly relevant to international marketing managers. To effectively reach Asian consumers through mobile, increasing credibility and entertainment values are the keys. Meanwhile, providing relevant information in easy to use format is also an important issue. Originality/value Based on the established advertising theories, this study proposes an integrated model to examine how beliefs, attitude and other influencing factors affect mobile advertising effectiveness among Chinese and South Korean consumers. This research provides insights into the uniqueness and effectiveness of the new mobile medium as opposed to traditional media. Furthermore, this study deepens the understanding of advertising hierarchy effects in an international setting by examining similarities and differences between China and South Korea. Most of existing cross-cultural studies choose cultures that are sharply contrast to gain significant findings and to support established cross-cultural theories. It is also very important for researchers to examine cultures that are relatively similar to gain a better understanding of the impact of culture. The study answers such a call.

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Mulhem, Ahmed Al, and Mohammed Amin Almaiah. "A Conceptual Model to Investigate the Role of Mobile Game Applications in Education during the COVID-19 Pandemic." Electronics 10, no. 17 (August 30, 2021): 2106. http://dx.doi.org/10.3390/electronics10172106.

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During the COVID-19 pandemic, educational mobile games may play a significant role to facilitate students’ learning. Several studies have indicated that these games using mobile phones may improve students’ learning motivation and effectiveness when they are equipped with appropriate learning strategies. However, investigating the impact of learning strategies in students’ utilization of educational mobile games has received little scholarly attention during the COVID-19 pandemic. Hence, this research proposed two learning games scenarios to fill this gap. In the first scenario, students were offered an educational mobile game with a learning strategy called ‘scaffolding strategy’; while in the second scenario, the same game was offered without the strategy. To achieve this objective, an experimental design with a research model was developed to examine the role of scaffolding learning strategy in students’ use of educational mobile games. In this experimental study, 43 students from two classes participated in the two learning scenarios. The results indicate that educational mobile gaming with the scaffolding learning strategy significantly influenced students’ utilization of the mobile game. In addition, the adoption of the learning strategy significantly affected students’ perceived enjoyment, perceived usefulness, perceived ease of use, and behavioural intention to use, compared with the same game without the learning strategy. The results also indicate that the introduction of the scaffolding learning strategy into the educational mobile game will increase students’ learning effectiveness and motivation.

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Yeh, Jin-Tsann, and Chyong-Ling Lin. "Measuring the effectiveness of advertisements sent via mobile phone: Implications of the appeal, endorser, and involvement model and purchasing behavior." Social Behavior and Personality: an international journal 38, no. 2 (March 1, 2010): 249–56. http://dx.doi.org/10.2224/sbp.2010.38.2.249.

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In this study, the 3 dimensions of advertising strategy (Appeal, Endorser, Involvement) were unified to examine the effectiveness of advertising via a mobile phone (m-commerce). Participants viewed scenario based advertisements on a mobile phone then, via a survey, we measured the impact of advertising attitude, brand attitude, and purchase intention on 120 consumers as related to endorser and advertising appeal. Results indicated that consumers prefer emotional appeal presented by domestic endorsers for high involvement products; while for low involvement products, rational appeal by foreign endorsers significantly influenced advertising attitude, brand attitude and purchase intention. The interaction between information appeal and involvement was significant for advertising attitude and brand attitude, and the three-way interaction among variables was significant in relation to advertising attitude. These results confirm that the AEI strategy is apparently not mediated by the evolution of m-commerce.

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KARRAY, SALMA, and GEORGES ZACCOUR. "EFFECTIVENESS OF COOP ADVERTISING PROGRAMS IN COMPETITIVE DISTRIBUTION CHANNELS." International Game Theory Review 09, no. 02 (June 2007): 151–67. http://dx.doi.org/10.1142/s0219198907001333.

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We propose a model of retail promotions for competitive distribution channels and investigate whether cooperative advertising programs are profitable for such channels. While previous studies showed that coop programs increase total channel profits in bilateral monopolies, no evidence of such a result has been provided for channels where competition is present at the manufacturing and the retailing levels. In this paper, we consider a distribution channel formed by two manufacturers and two retailers and propose a model that accounts for brand and store substitution effects generated by the retailer's promotional efforts. The efficiency of the coop plan is investigated by comparing equilibria of four non-cooperative games; one where manufacturers do not offer any promotional support to the retailers, one where manufacturers do offer such a support and two scenarios where in turn only one manufacturer is offering such program. We show that when competition is introduced, coop ad programs may be due to a prisonner's dilemma situation for the manufacturers. The benefit for retailers and consumers is also assessed.

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Fuxman, Leonora, I. Hilmi Elifoglu, Chiang-nan Chao, and Tiger Li. "Digital Advertising: A More Effective Way to Promote Businesses’ Products." Journal of Business Administration Research 3, no. 2 (May 10, 2018): 59. http://dx.doi.org/10.5430/jbar.v3n2p59.

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Digital advertising, on internet and mobile gadgets, has outpaced the traditional media advertising and for the first time in 2013 generated more advertising spending than television advertising. Digital advertising is believed to be an effective way to better target potential customers in the global market. Evidence shows that businesses have increasingly switched their advertising focus from traditional to digital media. This research uses an empirical study that explores the effectiveness of digital advertising vs. traditional media advertising along several mass marketing dimensions. The results reveal that while traditional media advertising still holds its ground, digital advertising offers more effectiveness for promoting companies’ products. The results suggest that marketers need to use more digital advertising in order to better target their customers, particularly the young consumers.

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Stotlar, David K., and David A. Johnson. "Assessing the Impact and Effectiveness of Stadium Advertising on Sport Spectators at Division I Institutions." Journal of Sport Management 3, no. 2 (July 1989): 90–102. http://dx.doi.org/10.1123/jsm.3.2.90.

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This study investigated the effectiveness of stadium advertising on sports spectators in selected NCAA Division I football and basketball programs, utilizing intermediate measures and recognition testing techniques. Research questions included whether sport spectators would recognize the presence of stadium advertising and could identify all of it. The factors of age, income level, seat location, number of games attended, and location of stadium advertising were analyzed as to their effects on spectator recognition. Based on the findings of this research, sport facilities have been shown to be an ideal medium for products that appeal to sport spectators. A majority of spectators noticed advertising, and approximately 7 out of 10 correctly identified it. Advertising locations that were “part of the game” were shown to be more effective than those on the scoreboards. Results of this study demonstrated that stadium advertising effectiveness can be assessed and that it provides the sponsors with an effective means for reaching sport spectators.

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Ha, Young Wook, Myeong-Cheol Park, and Euehun Lee. "A framework for mobile SNS advertising effectiveness: user perceptions and behaviour perspective." Behaviour & Information Technology 33, no. 12 (June 24, 2014): 1333–46. http://dx.doi.org/10.1080/0144929x.2014.928906.

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Wang, Liming, Yanni Liu, and Jicheng Wu. "An empirical examination of location-based mobile advertising effectiveness from value perspective." International Journal of Wireless and Mobile Computing 12, no. 2 (2017): 198. http://dx.doi.org/10.1504/ijwmc.2017.084178.

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Zou, Pin Jia, Yan Yan Xu, Jue Wang, and Zheng Fang. "Optimizing Advertising Using Wireless Communication Technology: A Zero-Inflated Poisson Approach." Applied Mechanics and Materials 411-414 (September 2013): 739–42. http://dx.doi.org/10.4028/www.scientific.net/amm.411-414.739.

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Recently, more and more companies are using wireless location technology to improve advertising effectiveness. Although location-targeted advertising seemingly offers practitioners tremendous potential given the ubiquitous nature of mobile devices, we know very little about it. Base on field experiment data, the developed zero-inflated Poisson model reveals that distance, discount and CSR(Corporate Social Responsibility) could affect sales impact of advertising while using wireless communication technology. These results have implications for mobile marketing research and practice while using wireless communication technology.

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Kim, Mijung, Jun Heo, and Sylvia M. Chan-Olmsted. "Perceived Effectiveness and Business Structure among Advertising Agencies: A Case Study of Mobile Advertising in South Korea." Journal of Media Business Studies 7, no. 2 (June 2010): 1–20. http://dx.doi.org/10.1080/16522354.2010.11073504.

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Chao, Chiang-nan, Yanni Ping, and Yingchun Wang. "The Advertising Spending Trends: Mobile Vs Traditional Media-- An Empirical Study." Management and Organizational Studies 6, no. 2 (May 12, 2019): 1. http://dx.doi.org/10.5430/mos.v6n2p1.

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Mobile commerce has become a driving force in retail industry in the past 20 years. Since Apple introduced its firstgeneration of iPhone in 2007, smartphone has penetrated about 70% of US population. Consequently, mobilecommerce has emerged from a supplementary to electronic commerce and has become a powerhouse in retailbusinesses. The American adults spend more time on their smartphones, and do even more commerce on theirsmartphone than on their personal computers. In next few years, US mobile commerce will be a half of the totalecommerce. Marketers have spent more advertising dollars on smartphones, as they can better target smartphoneusers through programmatic advertising, particularly when they find the phone users are interested in particularproducts they browse. This study compares the advertising effectiveness on smartphone users through an empiricalsurvey. The results suggest that smartphone advertising is an effective way to reach and influence the users. Mobileadvertising will continue to work hand-in-hand with traditional media advertising. A strategic shift with more focuson mobile advertising will be more effective.

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Callens, Hanna. "Kidfluencer marketing in the video game industry." Interactive Entertainment Law Review 3, no. 1 (September 1, 2020): 44–54. http://dx.doi.org/10.4337/ielr.2020.01.04.

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Children spend a tremendous number of hours online these days watching kids their age play video games on YouTube. The videos of these young stars, also called ‘kidfluencers’, have become an essential avenue for marketers to advertise games and merchandise. However, the game promotions of these kidfluencers can easily deceive children, as the paid collaboration with companies is not always properly disclosed. Therefore, this article aims to investigate if the European advertising regulations sufficiently protect children against misleading promotions in the videos of kidfluencers. It starts by analysing the effectiveness of kidfluencer marketing and its applicable European advertising legislation. After this analysis, it shows that the current regulations of kidfluencer marketing require a European approach that harmonizes the use of advertising disclosures and YouTube's responsibility regarding commercial communication.

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Wardaszko, Marcin, and Błażej Podgórski. "Mobile Learning Game Effectiveness in Cognitive Learning by Adults: A Comparative Study." Simulation & Gaming 48, no. 4 (April 21, 2017): 435–54. http://dx.doi.org/10.1177/1046878117704350.

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Background. The effectiveness of digital game-based learning is an important issue. Mobile learning games (MLG) are rapidly growing trends among the digital game-based learning genre. Although many studies have been conducted and mobile games have been shown to have an unquestionable potential as a learning method, their effectiveness has not been fully proven, and the positive impacts and outcomes of mobile learning games with respect to learning have yet to be investigated. Aim. The study aimed at capturing the cognitive learning outcomes and the process of knowledge acquisition. The study has demonstrated both positive and negative cognitive learning effects of using mobile learning game in comparison with the textbook learning process. Methodology. This article presents a comparative study conducted on a group of 160 freshman students majoring in management and finance. The participants of the study, divided into subgroups, were taught using either textbook-based learning or a mobile learning game. Three tests were applied to measure their performance: a pre-test at the beginning of the experiment, and two post-tests, the first administered directly after the learning process and the second 2-3 weeks after the initial learning. Results and recommendations. MLG have been proven to create many positive effect for learning. It is as effective in transferring factual knowledge as textbook learning, when measured directly after the learning process. In longer term, the effects are blurred because the affective effects interfere with the measurement.

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Isa, Sani Muhammad, Frisca, R. Puspitasari, S. T. Setyady, and Y. Sari. "ANALISIS EFEKTIVITAS PEMASANGAN IKLAN PADA APLIKASI MOBILE DAN FAKTOR-FAKTOR YANG MEMENGARUHINYA." Jurnal Sistem Informasi 7, no. 1 (July 15, 2012): 42. http://dx.doi.org/10.21609/jsi.v7i1.293.

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Perkembangan sistem komunikasi yang semakin cepat membawa dampak yang cukup besar bagi dunia periklanan pada aplikasi mobile. Hal tersebut disebabkan oleh besarnya peluang bagi perusahaan untuk memasarkan produknya dalam bentuk mobile advertisement. Mobile advertisement adalah sebuah iklan yang dapat tampil dalam berbagai bentuk, seperti musik, grafik, suara, atau tulisan melalui terminal telekomunikasi mobile. Salah satu kelebihan mobile advertisement adalah dapat melakukan one-to-one marketing dan mass marketing secara bersamaan. Pada umumnya perusahaan menjalin kerjasama dengan pihak pengembang aplikasi mobile yang telah populer atau paling banyak diunduh, dengan cara memasang iklan pada aplikasi tersebut. Hingga saat ini masih belum diketahui secara jelas mengenai tingkat efektivitas teknik pemasaran produk atau jasa melalui pemasangan iklan pada aplikasi mobile. Efek pemasangan iklan pada aplikasi mobile kepada pengguna aplikasi belum menjadi hal yang dianggap penting oleh sebagian besar perusahaan. Penelitian ini bertujuan untuk melakukan investigasi terhadap efektivitas iklan pada aplikasi mobile serta faktor-faktor yang memengaruhi sikap pengguna mobile terhadap iklan tersebut. Selain itu juga akan dihasilkan rekomendasi mengenai kriteria iklan yang baik. Penelitian ini akan dilakukan dengan menggunakan metode survey dan melihat korelasi antara beberapa parameter terkait periklanan pada aplikasi mobile. The development of increasingly rapid communications system brings a considerable impact to the world of advertising on mobile applications. This is due to the large opportunity for companies to market their products in the form of mobile advertisement. Mobile advertisement is an advertisement that can appear in various forms, such as music, graphics, sound, or text through a mobile telecommunication terminal. One of the advantages of mobile advertisement is able to perform one-to-one marketing and mass marketing simultaneously. In general, the company formed a partnership with the developers of mobile applications that have been popular or most downloaded, by placing ads on the application. Until now still not known clearly about the effectiveness of the marketing techniques of products or services through advertising on mobile applications. Effects of advertising on mobile applications to users of the application is not a thing that is considered important by most companies. This study aimed to investigate the effectiveness of advertising on mobile applications and the factors that influence user attitudes toward mobile advertising. They also produced recommendations on the criteria of a good ad. The research will be conducted using the survey method and see the correlation between several parameters related to advertising on mobile applications.

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An, Han, and Jifan Ren. "XGBDeepFM for CTR Predictions in Mobile Advertising Benefits from Ad Context." Mathematical Problems in Engineering 2020 (April 27, 2020): 1–7. http://dx.doi.org/10.1155/2020/1747315.

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The problem of click-through rate (CTR) prediction in mobile advertising is one of the most informative metrics used in mobile business activities, such as profit evaluation and resource management. In mobile advertising, CTR prediction is essential but challenging due to data sparsity. Moreover, existing methods often have difficulty in capturing the different orders of feature interactions simultaneously. In this study, a method was developed to obtain accurate CTR prediction by incorporating contextual features and feature interactions. We initially use extreme gradient boosting (XGBoost) as a feature engineering phase to select highly significant features. The selected features are mobile contextual attributes including time contextual, geography contextual, and other contextual attributes (e.g., weather condition) in actual mobile advertising situations. Our model, XGBoost deep factorization machine- (FM-) supported neutral network (XGBDeepFM), combines the power of XGBoost for feature selection, FM for two-order cross feature interaction, and the deep neural network for high-order feature learning in a united architecture. In a mobile advertising condition, our methods lead to significantly accurate CTR prediction in “wide and deep” type of model. In comparison with existing models, many experiments on commercial datasets show that the XGBDeepFM model has better value of area under curve and improves the effectiveness and efficiency of CTR prediction for mobile advertising.

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Alkhateeb, Mohammad Ahmad. "Effect of Mobile Gaming on Mathematical Achievement among 4th Graders." International Journal of Emerging Technologies in Learning (iJET) 14, no. 07 (April 11, 2019): 4. http://dx.doi.org/10.3991/ijet.v14i07.10315.

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This study aimed at identifying the effect of the mobile gaming in the mathematical achievement among the 4th graders. The study instrument was a math achievement test consisted of (30) items of the multiple choice type (4 alternatives). The sample consisted of (66) students of the 4th grade in the City of Zarqa (Jordan), which was distributed over two groups: experimental groups (n=34), and control group (n=32). The researcher employed the experimental method on both groups. The experimental group was taught using the educational mobile games, and the control group was taught by the conventional method. The study found that the use of mobile games is an effective practice for providing educational support to the students in mathematics. In addition, the size of the effect of using the mobile games was significant, which supports the effectiveness of the mobile games in math achievement among the 4th graders.

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Cianfrone, Beth A., Galen T. Trail, James J. Zhang, and Richard J. Lutz. "Effectiveness of In-Game Advertisements in Sport Video Games: An Experimental Inquiry on Current Gamers." International Journal of Sport Communication 1, no. 2 (June 2008): 195–218. http://dx.doi.org/10.1123/ijsc.1.2.195.

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Sport video games (SVGs) are a popular form of sport media and sponsorship, and advertising in SVGs is increasingly common. This study assessed the effectiveness of SVG in-game advertisements in 3 consumption domains: cognitive, affective, and conative. An experimental study was designed with 89 gamers randomly assigned to 1 of 2 conditions: (a) experimental, playing an SVG with advertisements, or (b) control, playing an SVG without advertisements. Consumption background and identification level were incorporated as covariates to ensure group equivalence. Participants responded to a questionnaire measuring brand awareness, brand attitude, and purchase intentions. MANCOVA revealed that after controlling for the effect of covariate variables, the experimental group had a significantly (p < .05) greater mean brand-awareness score than the control group. Mean brand-attitude and purchase-intention scores were not significantly (p > .05) different between groups. The findings indicated that SVG in-game advertising was effective in creating awareness.

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Sekhavat, Yoones A. "Nowcasting Mobile Games Ranking Using Web Search Query Data." International Journal of Computer Games Technology 2016 (2016): 1–9. http://dx.doi.org/10.1155/2016/9859813.

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In recent years, the Internet has become embedded into the purchasing decision of consumers. The purpose of this paper is to study whether the Internet behavior of users correlates with their actual behavior in computer games market. Rather than proposing the most accurate model for computer game sales, we aim to investigate to what extent web search query data can be exploited to nowcast (contraction of “now” and “forecasting” referring to techniques used to make short-term forecasts) (predict the present status of) the ranking of mobile games in the world. Google search query data is used for this purpose, since this data can provide a real-time view on the topics of interest. Various statistical techniques are used to show the effectiveness of using web search query data to nowcast mobile games ranking.

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Catalán, Sara, Eva Martínez, and Elaine Wallace. "The role of flow for mobile advergaming effectiveness." Online Information Review 43, no. 7 (November 11, 2019): 1228–44. http://dx.doi.org/10.1108/oir-06-2018-0198.

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Purpose Based on flow theory, the purpose of this paper is to explain why the use of mobile advergames can enhance players’ brand perceptions and purchase intentions, as well as the factors that affect players’ flow experience. Design/methodology/approach Data from 212 participants who played a mobile advergame was analysed. Structural equation modelling with PLS was used to test the research model. Findings The results reveal that challenge, interactivity, focused attention and telepresence significantly influence the flow experience while playing mobile advergames. Results also show that the greater the flow, the more positive the attitude towards the featured brand and the greater the purchase intention. Practical implications The findings of this study are important for advertising practitioners and advergames developers as understanding the key game features that promote flow is crucial to designing engaging mobile advergames that persuade players most. Originality/value This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers a conceptual framework based on flow theory for understanding why the use of mobile advergames can enhance players’ brand perceptions and purchase intentions.

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Patrick Rau, Pei-Luen, Jia Zhou, Duye Chen, and Ta-Ping Lu. "The influence of repetition and time pressure on effectiveness of mobile advertising messages." Telematics and Informatics 31, no. 3 (August 2014): 463–76. http://dx.doi.org/10.1016/j.tele.2013.10.003.

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Yoon, Jongsoo. "A Study on the Effectiveness of Mobile Advertising: Based on Technology Acceptance Model." Journal of the Korea Society of Computer and Information 18, no. 12 (December 31, 2013): 139–47. http://dx.doi.org/10.9708/jksci.2013.18.12.139.

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Sebastián Morillas, Ana, Marian Núñez Cansado, and Daniel Muñoz Sastre. "New business models for advertisers: The video games sector in Spain. Advergaming Vs Ingame Advertising." Revista ICONO14. Revista científica de Comunicación y Tecnologías emergentes 14, no. 2 (July 31, 2016): 256. http://dx.doi.org/10.7195/ri14.v14i2.964.

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The article aims the advertising efficiency video games have in Spain, which is of the utmost importance considering results from latest studies on effectiveness. Video games have become one of the most valuable platforms used by advertisers when looking for new ways to reinforce brand awareness. This study seeks to explain the reasons why brands are using the advergaming and ingame advertising in order to have their advertising messages being effectively reached by the target audience. The topic proposed in this paper deploys a qualitative research methodology focused on a bibliographic review, in-depth interviews and the analysis of several case studies. Results obtained by this research may help companies to develop effective marketing and communication strategies.

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Danesi, Marcel. "Emoji in Advertising." International Journal of Semiotics and Visual Rhetoric 1, no. 2 (July 2017): 1–12. http://dx.doi.org/10.4018/ijsvr.2017070101.

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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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Ferri, Gabriele. "Rhetorics, Simulations and Games." International Journal of Gaming and Computer-Mediated Simulations 5, no. 1 (January 2013): 32–49. http://dx.doi.org/10.4018/jgcms.2013010103.

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Oiligarchy (Pedercini (Molleindustria), 2008) and Phone Story (Pedercini (Molleindustria) & Yes Lab, 2011) are two apparently simple games that integrate game-based and simulational components in a wider rhetorical discourse. It is reductive to consider these satires as simple “gamified” pieces: their use of simulations as well as ludic elements is functional to a political rhetoric that cannot be reduced to mindless escapism. Oiligarchy is a piece raising awareness on the dependency of Western societies on oil. It simulates oil-extraction using mathematical models to describe the decline of production rates; it also employs game mechanics to confute the player's initial assumptions and to propose a persuasive message. Phone Story is a playable satire of Apple advertising, simulating the “identity correction” genre adopted by political activists. This piece also features ludic mechanics to create a complex discourse enhancing its satirical effectiveness. These examples show the potentialities of an overlapping between simulation, playful elements and rhetorical persuasion - suggesting their mutual compatibility and stressing the need for further research in this area.

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Sie-Yi, Laura Lim, and Noraziah ChePa. "Criteria of Mobile Psychotherapy Games for Memory Disorder: A Systematic Literature Review." International Journal of Interactive Mobile Technologies (iJIM) 14, no. 05 (April 7, 2020): 57. http://dx.doi.org/10.3991/ijim.v14i05.13345.

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Games have been widely used in many domains including medical for therapy purposes. With the advancement of technology, mobile psychotherapy games have essential role in improving memory among elderly patients. There are numbers of psychotherapy games that have been developed for elderly with memory disorder. However, at one point most of the developed games are still questionable since there is lack of game development guides for this particular purpose. Designing the optimum design for the psychotherapy games, which emphasizes the users in it will be able to maximise the effectiveness of the games. Thus, this study aims to review the literatures systematically in identifying the criteria for mobile psychotherapy games specifically for memory disorder. To achieve this, three databases were used in searching literatures which are Scopus, Web of Science and ACM Digital Library. The search identified 992 articles altogether;69 papers remains for further selection process while 909 were excluded due to irrelevancy of the focus. The selection process later refrained to 16 articles being analysed and synthesised. The selection incorporated all articles which focused directly on the psychotherapy games for memory disorder elderly patients concentrated on mobile devices. As a result, a set of important criteria for different themes on designing mobile psychotherapy game has been identified. Significant features of psychotherapy games were found in majority of the reviewed articles. These criteria will be beneficial in forming a guideline for designing and developing mobile psychotherapy games for memory disorder patients.

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Maheshwari, Prateek, Nitin Seth, and Anoop Kumar Gupta. "An interpretive structural modeling approach to advertisement effectiveness in the Indian mobile phone industry." Journal of Modelling in Management 13, no. 1 (February 12, 2018): 190–210. http://dx.doi.org/10.1108/jm2-04-2016-0040.

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Purpose The mobile phone industry in India is highly competitive, fast paced and technology-driven. In such a hyper competitive era, effective advertising is considered a key success driver for a mobile phone brand. The purpose of this paper is to identify advertisement effectiveness dimensions for Indian mobile phone industry and to develop hierarchical interrelationships among these dimensions in the Indian print context. Design/methodology/approach Structured Delphi approach is used to derive the set of dimensions for advertisement effectiveness. Further, techniques such as interpretive structural modeling and MICMAC analysis are used to establish hierarchical linkages among identified dimensions. Findings On the basis of experts’ opinion, refinement through structured Delphi resulted in the identification of 14 advertisement effectiveness dimensions specific to Indian mobile phone industry. Interpretive structural modeling assisted in the development of linkages among these identified dimensions based on their interrelations. Further, attention, relevance, excitability, liking and consumer preference, etc., turned out to be the dimensions of utmost importance for measuring advertisement effectiveness for the Indian mobile phone industry. Research limitations/implications The present research work is limited to the recognition and development of hierarchical interrelationships among advertisement effectiveness dimensions specific to mobile phone business in the Indian print context only. Further studies may be carried out for other product or service category in some different media context. Practical implications The present research has several significant implications for academics and advertising practitioners involved in designing and developing promotional campaigns for mobile phone brands in India. The identified 14 dimensions and developed hierarchical model provide valuable insights for improving advertisement effectiveness. Originality/value This paper demonstrated successful implementation of Delphi and interpretive structural modeling technique to explore the research area of advertisement effectiveness.

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Gong, Shiyang, Wanqin Wang, and Qian Li. "Marketing communication in the digital age: online ads, online WOM and mobile game adoptions." Nankai Business Review International 10, no. 3 (August 5, 2019): 382–407. http://dx.doi.org/10.1108/nbri-12-2018-0073.

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Purpose This study aims to explore the interdependent impacts of online word-of-mouth (WOM) and online ads on digital product adoptions, as well as their dynamic changes throughout the product life cycle. Design/methodology/approach This study adopted an empirical approach by using a unique data set of five mobile games launched between 2012 and 2014 provided by Renren Games Ltd. in China. Findings The results indicated that advertising generally has a positive impact on WOM. During the product life cycle, the influence on volume and variance gradually decreases, whereas the impact on valence increases over time. WOM (including WOM volume and WOM valence) and advertising both have positive impacts on game adoptions. They complement each other to shape adoptions throughout the product life cycle: advertising is more effective in encouraging adoptions in the early and later stages of the demand evolution process, whereas WOM has a greater impact on adoptions in the mid-stage. Practical implications This study provided detailed managerial recommendations on how to effectively integrate different types of marketing communication and optimize the investment strategy of online ads and online WOM in different stages of the product life cycle. Originality/value First, the study enriched the theory of digital marketing communication by studying the relationship between mass media (online ads), interpersonal media (online WOM) and product adoptions in the network context. Second, it provided an empirical basis for the inference of the dynamic development of media effect in the new product diffusion theory. Third, the results will be helpful to end the debate in current theoretical literature on whether there is a complementary or alternative relationship between the two effects. Last but not least, it enriched research on the antecedents and dynamic effects of online WOM.

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Ahn, Hyun Chul, and Kyoung Jae Kim. "Context-Aware Recommender System for Location-Based Advertising." Key Engineering Materials 467-469 (February 2011): 2091–96. http://dx.doi.org/10.4028/www.scientific.net/kem.467-469.2091.

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Demand for context-aware systems continues to grow due to the diffusion of mobile devices. This trend may represent good market opportunities for mobile service industries. Thus, context-aware or location-based advertising (LBA) has been an interesting marketing tool for many companies. However, some studies reported that the performance of context-aware marketing or advertising has been quite disappointing. In this study, we propose a novel context-aware recommender system for LBA. Our proposed model is designed to apply a modified collaborative filtering (CF) algorithm with regard to the several dimensions for the personalization of mobile devices – location, time and the user’s needs type. In particular, we employ a classification rule to understand user’s needs type using a decision tree algorithm. We empirically validated the effectiveness of the proposed model by using a real-world dataset. Experimental results show that our model makes more accurate and satisfactory advertisements than comparative systems.

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Fang, Zheng, Yang Yang, Yan Dong Ren, and Jing Cai. "Application of Wireless Location Technology in Advertising." Applied Mechanics and Materials 268-270 (December 2012): 1805–8. http://dx.doi.org/10.4028/www.scientific.net/amm.268-270.1805.

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Recently, more and more companies are using wireless location technology to improve advertising effectiveness, such as location-targeted advertising. Location-targeted advertising involves the provision of ad messages to cellular subscribers based on their geographic locations. Location-targeted advertising opens up an innovative conduit to deliver ads and coupons that are customized to an individual’s tastes, geographical location, and time of day. Although location-targeted advertising seemingly offers practitioners tremendous potential given the ubiquitous nature of mobile devices, we know very little about it. This paper summarizes up-to-date research findings of location-targeted advertising, and makes managerial implications of how to use this technology efficiently.

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Journal articles on the topic 'Advertising effectiveness mobile games'

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