MOBILE MARKETING COMMUNICATION: LEARNING FROM 45 POPULAR CASES FOR CAMPAIGN DESIGNING SeyedAlireza
Mirbagheri,
Meisam
Hejazinia
Abstract:
The
unique
characteristics
of
the
mobile
channel
(e.g.,
high
response
rate,
availability
at
anytime
and
anywhere,
relatively
low
cost)
and
the
technology
savvy
generation
(Generation
Z)
compel
marketers
to
consider
mobile
along
with
other
options
in
the
process
of
the
marketing
communication
mix
selection.
Moreover,
the
mobile
channel
should
be
considered
in
an
integrated
manner
along
with
traditional
communication
channels
and
not
as
a
substitute
for
traditional
channels.
For
facilitation
of
integrated
marketing
communication
planning,
a
conceptual
framework
has
been
developed
to
help
marketers
understand
and
compare
capacities
of
each
communication.
This
paper
also
assesses
45
successful
mobile
marketing
communication
case
studies
looking
for
the
rationale
behind
successful
and
failed
attempts,
analyzing
each
case
study
based
on
dimensions
of
the
conceptual
framework
for
evaluation
of
marketing
communication
options.
We
discovered
a
number
of
implicit
and
explicit
implications
that
helped
us
formulate
two
decision
rules:
the
first
to
help
marketers
decide
on
whether
or
not
the
mobile
channel
should
be
selected
in
the
marketing
communication
mix,
and
the
second
is
used
in
determining
mobile
marketing
communication
tools
(e.g.,
mobile
Web
sites,
mobile
applications,
SMS,
MMS,
etc.)
to
increase
the
chances
of
success
based
on
predetermined
communication
objectives,
kind
of
appeal
(rational
vs.
emotional),
and
the
company’s
industry.
Keywords:
integrated
marketing
communication
(IMC),
mobile
marketing,
campaign
designing
INTRODUCTION
Marketing
Association
classification,
various
mobile
The
Mobile
Marketing
Association
defines
mobile
tools
and
options
can
be
used
for
mobile
marketing
marketing
as
“the
use
of
wireless
media
as
an
communication
(MMA,
2009,
pp.
1‐2):
mobile
Web
integrated
content
delivery
and
direct‐response
sites,
mobile
applications,
Short
Message
Service
vehicle
marketing
(SMS),
Multimedia
Messaging
Service
(MMS),
mobile
communications
program”
(MMA,
2008,
p.
22).
In
video,
and
TV.
Furthermore,
Wireless
Application
addition,
some
marketing
concepts
such
as
brand
Protocol
(WAP)
push
messages
(Komulainen,
Mainela,
building
(Sultan
&
Rohm,
2005),
customer
Sinisalo,
Tähtinen,
&
Ulkuniemi,
2006)
as
well
as
file
relationship
management (Sinisalo,
Salo,
Karjaluoto,
transfer
(sound,
picture,
etc.)
by
means
of
Bluetooth
&
Leppäniemi,
2006),
marketing
research,
and
can
be
employed.
marketing
communication
(Leppäniemi
&
Karjaluoto,
The
fragmentation
of
today’s
markets
complicates
2008)
can
be
implemented
by
the
mobile
medium.
reaching
consumers
and
decreases
the
effectiveness
Mobile
advertising
began
with
SMS
advertising
(Kim
&
of
non‐personal
mass
communication,
especially
Jun,
2008,
p.
130)
and
now,
according
to
the
Mobile
advertising
through
traditional
media
like
TV,
Radio,
within
a
cross‐media
175
IJMM
Summer
2010,
Vol.
5
No.
1
and
magazine.
As
a
result,
targeted
and
personal
•
The
response
rate
of
correctly
targeted
marketing
communication
becomes
more
important
mobile
advertising
campaigns
is
more
than
(Leppäniemi
&
Karjaluoto,
2008,
p.
50).
Because
of
the
similar
campaigns
via
other
channels.
As
an
unique
attributes
of
mobile
media
and
the
illustration,
the
response
rate
of
mobile
characteristics
of
the
new
technology
savvy
marketing
campaigns
was
reported
31%
on
generation,
marketers
should
consider
mobile
beside
average,
while
the
same
figure
for
other
options
in
the
process
of
the
marketing
permission‐based
e‐mail
marketing
is
from
communication
mix
selection.
1%
to
8%
(Rettie,
Grandcolas,
&
Deakins,
Some
unique
characteristics
and
capabilities
of
the
2005,
p.
310),
and
the
response
rate
of
mobile
channel
for
marketing
communication
are:
•
printed
advertising
is
reported
to
be
0.15%
to
The
penetration
rate
of
mobile
is
so
great
0.60%
that
it
enables
marketers
to
reach
a
wide
Mitrokostas,
Gikas,
&
Hatzistamatiou,
2003,
range
of
people.
As
an
illustration,
mobile
p.
62).
subscribers
were
more
than
4
billion
at
the
•
low
cost
and
cost‐effective
(Kavassalis,
mobile
penetration
rates
were
117%
in
Spyropoulou,
Drossos,
Mitrokostas,
Gikas,
&
Europe
and
84%
in
the
United
States
and
Hatzistamatiou,
2003,
p.
62;
Michael
&
Salter,
mobile
was
accessible
in
94%
of
European
2006,
p.
58).
Furthermore,
the
unique
characteristics
of
As
long
as
people
use
their
mobile
devices
Generation
Z,
who
are
12
to
24
years
old
today,
the
justifies
using
mobile
for
marketing
communication
whole
day,
mobile
marketing
communication
can
reach
them
anytime
and
because
(MobiAD,
2009):
anywhere
(Bulander,
Decker,
Schiefer,
&
•
Kölmel,
2005;
Nysveen,
Pedersen,
Thorbjørns,
Interactive
communication
response
to
•
popular
TV
programs
or
watching
them
on
marketing
Web
sites
which
are
used
by
their
friends
to
communication
is
viable (Bulander,
Decker,
share
favorites
rather
than
limiting
themselves
Schiefer,
&
Kölmel,
2005;
Yaniv,
2008,
p.
88),
to
TV
programs’
particular
time
slots.
thus
marketers
can
gather
campaign
results
•
They
prefer
recording
and
then
watching
their
quick
mobile
and
Newspapers
are
not
popular
among
this
generation.
&
Berthon,
2005,
pp.
259‐260).
•
Mobile
marketing
campaigns
are
relatively
end
of
2008
(ITU,
2009,
p.
4);
moreover,
geographic
areas (GSMA,
2008).
•
(Kavassalis,
Spyropoulou,
Drossos,
•
This
generation
would
rather
use
mobile
quickly
(Leppäniemi
&
Karjaluoto,
2008,
p.
devices
instead
of
fixed‐point
devices
(like
58).
desktop
computers).
The
mobile
channel
is
capable
with
viral
•
marketing
(i.e.,
word
of
mouth
marketing),
They
rely
more
on
youths
like
themselves
instead
of
experts.
and
when
put
into
practice
the
reach
of
a
•
campaign
is
multiplied
(Karjaluoto,
Lehto,
They
are
active
members
of
social
network
communities.
Leppäniemi,
&
Mustonen,
2007,
p.
12;
MMA,
•
2009,
p.
10).
This
generation
is
fascinated
with
sharing
its
status
and
popular
content
with
friends.
176
IJMM
Summer
2010,
Vol.
5
No.
1
Previously,
research
in
mobile
marketing
focused
implementation
and
control
of
all
elements
of
on
general
courses
of
actions
for
running
mobile
marketing
communications
which
efficiently
(best
use
marketing
campaigns
(for
example
see
Leppäniemi
&
of
resources),
economically
(minimum
costs)
and
Karjaluoto,
2008)
or
they
concentrated
on
ways
to
effectively
(maximum
results)
influence
transactions
extend
adoption
of
mobile
as
a
suitable
vehicle
for
between
an
organization
and
its
existing
and
potential
marketing
communication
(for
example
see
Tsang,
Ho,
customers,
consumers
and
clients”
(Holm,
2006,
p.
&
Liang,
2004;
Muk
&
Babin,
2006;
Carroll,
Barnes,
24).
Thus,
the
mobile
channel
is
not
an
exception
and
Scornavacca,
&
Fletcher,
2007;
Merisavo,
Kajalo,
it
should
be
considered
in
an
integrated
manner
along
Karjaluoto,
Virtanen,
Salmenkivi,
&
Raulas,
2007).
with
traditional
communication
channels
(Kavassalis,
Rarely
have
tactical
and
detailed
courses
of
actions
Spyropoulou,
been
declared
for
the
design
of
mobile
marketing
Hatzistamatiou,
2003,
p.
63;
Sultan
&
Rohm,
2005,
p.
campaigns
and
combining
campaigns
with
other
88;
Leppäniemi
&
Karjaluoto,
2008,
p.
59)
and
not
as
a
traditional
mediums.
This
paper
aims
to
fill
the
substitute
for
traditional
channels.
Albeit
the
mobile
mentioned
gap.
channel
is
a
valuable
stand‐alone
media
for
marketing
Drossos,
Mitrokostas,
Gikas,
&
In
the
following
sections
of
this
paper,
first,
a
communication
(MMA,
2009,
p.
1),
when
it
is
used
conceptual
framework
for
evaluation
of
marketing
together
with
other
channels
like
TV,
the
advertiser
communication
options
will
be
introduced
to
be
can
achieve
better
results
(Shilale,
2009).
For
instance,
utilized
for
assessment
of
mobile
marketing
the
effect
of
marketing
communication
can
be
campaigns.
Subsequently,
the
methodology
and
maximized
by
using
a
combination
of
mobile
and
results
of
analyses
of
45
case
studies
based
on
the
magazine,
or
mobile
and
Internet
(Park,
Shenoy,
&
conceptual
framework
for
evaluation
of
marketing
Salvendy,
2008,
p.
357).
communication
options
will
be
discussed.
Finally,
we
Having
an
optimal
marketing
communication
will
formulate
two
decision
rules;
the
first
rule
will
program
needs
a
mix
of
communication
options
in
help
marketers
decide
on
whether
or
not
the
mobile
which
each
option
alone
and
also
as
part
of
a
whole
channel
should
be
selected
in
the
marketing
plays
a
special
role
for
making
the
desired
effects
and
communication
mix,
and
the
second
rule
will
be
used
improving
brand
equity
(Keller,
2001,
p.
841).
in
designing
mobile
marketing
communication
Therefore,
marketers
require
both
a
conceptual
campaigns.
framework
Marketers
should
form
their
communication
mix
by
selecting
among
available
communication
options
(Keller,
2001,
p.
820)
and
their
communication
programs
should
be
prepared
by
using
an
integrated
marketing
communications
(IMC)
approach
to
take
advantage
of
synergy
among
communication
options
which
are
selected
(Duncan,
2005).
IMC
can
be
as
“the
strategic
a
guideline
for
designing,
implementing,
and
evaluating
an
integrated
marketing
A
CONCEPTUAL
FRAMEWORK
defined
and
analysis,
choice,
communication
program.
A
conceptual
framework
is
necessary
to
help
them
understand
and
compare
the
capacities
of
each
communication
option
in
providing
the
desired
effect
of
communication
as
well
as
to
select
the
communication
mix.
In
the
following,
our
proposed
conceptual
framework
for
evaluation
of
marketing
communication
options
is
elucidated,
which
will
be
used
later
for
analyzing
mobile
marketing
communication
case
studies.
Also,
marketers
need
a
177
IJMM
Summer
2010,
Vol.
5
No.
1
guideline
to
make
sure
they
have
prepared
an
Consumer
integrated
marketing
communication
program.
Keller
Consumers
have
different
geographic,
(2001)
has
introduced
six
dimensions
(coverage,
demographic
(e.g.,
age,
gender,
race,
income,
contribution,
complementarity,
generation,
education),
psychographic
(e.g.
attitude
robustness,
and
cost)
that
can
be
employed
as
a
toward
self
and
others,
personality,
values),
and
guideline
for
assurance
of
integration
and
fitness
of
behavioral
(e.g.,
usage
rate,
loyalty,
innovation
selected
communication
options
(Keller,
2001,
pp.
adoption)
characteristics
that
provide
a
basis
for
831‐835).
segmentation
(Kotler
&
Keller,
2009,
pp.
213‐225;
A
Conceptual
Framework
for
Evaluation
of
Marketing
Wells,
Moriarty,
&
Burnett,
2006,
pp.
131‐144).
These
Communication
Options
characteristics
will
have
considerable
affects
on
commonality,
Marketers
must
have
a
framework
to
appraise
the
consumer
response
to
marketing
communication
effects
of
different
marketing
communication
options.
(Keller,
2001,
p.
827),
thus
a
consumer
segment
is
an
For
this
reason
we
have
developed
a
conceptual
imperative
factor
that
should
be
considered
while
framework
that
consists
of
five
categories
of
factors
communication
planning.
Other
important
consumer
(see
Figure
1):
consumer,
product,
communication,
related
factors
which
influence
the
effectiveness
of
situation,
and
response.
Factors
of
the
first
four
sets
of
marketing
communication
are:
this
framework
should
be
taken
into
account
during
•
A
consumer’s
attitude
toward
a
brand,
formulation
of
the
marketing
communication
plan
to
communication
channel,
or
even
advertising
predict
whether
or
not
a
communication
channel
is
per
se.
This
attitude
can
be
strengthened
or
able
to
reach
the
desired
response
objectives.
weakened
over
time
(Park,
Shenoy,
&
Salvendy,
2008,
p.
362).
Figure
1:
Conceptual
framework
for
evaluation
of
•
marketing
communication
options
A
consumer’s
prior
knowledge
about
a
product
category,
manufacturer,
brand,
and
former
marketing
communications
for
a
brand (Keller,
2001,
p.
827).
•
The
buyer‐readiness
stage
when
consumers
are
exposed
to
marketing
communications
(Keller,
2001,
p.
827;
Kotler
&
Keller,
2009,
p.
490).
Some
consumers
are
unaware,
aware
or
informed
of
products
(brands)
and
others
are
interested,
desire
or
intend
to
buy
a
product
(Kotler
&
Keller,
2009,
p.
224).
The
principal
goal
of
marketing
communication
is
to
change
the
stage
of
consumers
from
unawareness
to
purchasing
(Leppäniemi
&
Karjaluoto,
2008,
p.
53).
178
IJMM
Summer
2010,
Vol.
5
No.
1
Product
imperative
Some
product‐related
factors
discussed
here
should
be
taken
into
consideration
for
evaluation
of
•
•
•
of
the
marketing
communication
plan: Situation
communication
options
and
selection
of
the
marketing
communication
mix.
dimensions
Situational
factors
(i.e.,
the
context
in
which
the
audience
of
marketing
communication
are
in)
include
Whether
a
product
is
low‐involvement
(i.e.,
all
the
factors
external
to
the
communication
per
se
low
risk,
cheap,
and
a
frequent
purchase)
like
that
influence
marketing
communication
effectiveness
soft
drinks
or
high‐involvement
(i.e.,
risky,
(Keller,
2001,
p.
829).
Indeed,
situational
factors
can
expensive,
and
calling
for
accurate
analysis
for
be
divided
into
three
categories
that
should
be
purchasing)
like
a
PC
engages
consumers
considered
during
marketing
communication
planning:
differently
in
marketing
communications
time,
location
and
condition
of
physical
surroundings
(Smith
&
Taylor,
2004,
p.
13).
As
a
case
in
(e.g.,
lighting,
clatter,
and
temperature),
and
task,
that
point,
consumers
who
want
to
buy
a
high‐
is,
what
the
consumer
is
doing
while
receiving
involvement
product
will
be
more
receptive
communication
messages
(Park,
Shenoy,
&
Salvendy,
toward
relevant
advertising
and
information
2008,
pp.
361‐363).
For
example,
consumers
give
(Park,
Shenoy,
&
Salvendy,
2008,
pp.
362‐363).
more
careful
attention
to
advertising
when
alone
at
Cost
home
than
when
being
at
work
or
with
their
friends
effectiveness
of
using
each
communication
option
is
dissimilar
at
different
(Belch
&
Belch,
2004,
p.
130).
stages
of
the
product
life
cycle.
For
example,
Response
in
the
maturity
stage
advertising,
events
and
Consumer
response
is
a
permanent
or
temporary
experiences,
and
personal
selling
have
high
change
in
a
consumer’s
behavior
as
a
result
of
cost
effectiveness,
whereas
in
the
decline
exposure
to
marketing
communication
(Keller,
2001,
stage,
sales
promotion
has
high
cost
p.
828).
In
fact,
response
process
is
a
sequential
effectiveness
(Kotler
&
Keller,
2009,
pp.
490‐
movement
among
three
basic
stages
(cognitive,
491).
affective,
and
behavioral);
moreover,
not
only
is
there
Market
type
or
whether
the
product
is
related
no
unique
sequence
for
movement
among
these
to
a
consumer
market
or
business
market
stages,
but
there
are
different
sequences
based
on
(Smith
&
Taylor,
2004,
p.
13).
Marketers
in
perceived
differentiation
among
competitive
brands
business
markets
tend
to
focus
more
on
and
the
level
of
consumer
involvement
(for
instance,
personal
selling,
while
marketers
in
consumer
Solomon
has
mentioned
three
different
sequences
markets
are
more
likely
to
spend
on
(Solomon,
2009,
p.
257):
1)
cognition‐affect‐behavior
advertising
and
sales
promotion
2)
(Kotler
&
Keller,
2009,
p.
489).
Communication
cognition‐behavior‐affect
3)
affect‐behavior‐
cognition).
Each
of
these
three
basic
stages
a
discussed
here
(Belch
&
Belch,
2004,
p.
150):
In
the
process
of
selecting
the
marketing
•
Cognitive
stage:
This
stage
contains
brand
communication
mix,
the
characteristics
of
each
awareness
and
obtaining
information
about
communication
option
should
be
weighed
against
product
attributes
and
benefits.
179
IJMM
Summer
2010,
Vol.
5
No.
1
•
•
Affective
stage:
Consumers
at
this
stage
have
tools,
such
as
SMS
and
MMS,
were
employed
for
negative
or
positive
effect
about
the
brand,
conveying
emotional
or
rational
appeal)
and
if
there
they
prefer
one
brand
to
the
others,
and
they
was
a
relationship
between
two
components;
one
will
be
convinced
to
buy
the
brand.
would
be
added
to
the
value
of
joint
cells
between
Behavioral
stage:
At
this
stage
consumers
will
two
components.
Subsequently,
we
assessed
each
react
to
the
brand;
in
other
words,
consumers
table
to
discover
significant
and
analyzable
will
reject,
try
or
repurchase
the
brand.
information
according
to
frequencies
and
repeated
In
summary,
the
outcome
of
exposure
to
a
marketing
communication
will
show
itself
in
the
level
of
consumers’
brand
awareness
and
recall,
attitude
and
perception
toward
the
brand,
brand
preferences,
as
well
as
frequency
and
amount
of
purchasing
trends.
Finally,
we
found
a
number
of
implicit
and
explicit
implications
that
will
be
discussed.
CASE
STUDIES
ANALYSIS
In
this
section
we
will
discuss
results
of
the
45
case
(Keller,
2001,
p.
829).
studies’
analysis.
The
analysis
is
based
on
our
model
METHODOLOGY
assessed
case
studies
over
industries
is
shown
in
that
was
described
in
previous
sections.
Distribution
of
For
this
research
45
case
studies
were
chosen,
Figure
2.
The
food,
beverage
and
automotive
most
of
which
were
published
on
mobile
advertising
industries
have
the
highest
number
of
case
studies.
Web
sites
(MobiAD,
2010)
and
on
the
Mobile
Moreover,
apparel
and
shoe,
cosmetic,
health,
and
Marketing
Association
Web
site
(MMA,
2010).
A
few
film
industries
have
the
third
rank,
followed
by
the
cases
were
obtained
by
interview.
We
then
analyzed
music
and
publication
industries.
each
case
study
based
on
the
dimensions
of
the
conceptual
framework
for
evaluation
of
marketing
Results
of
analyzing
case
studies
according
to
our
conceptual
framework
are
discussed
below:
communication
options
introduced
earlier.
All
cases
First
observation
(consumer
factors):
There
was
were
assessed
based
on
elements
of
the
conceptual
no
considerable
and
analyzable
information
related
to
framework
such
as
communication
objectives,
appeals
consumers’
attitude
toward
brand
and
communication
utilized
mobile
channel.
The
same
was
true
for
consumers’
prior
marketing
knowledge
about
a
product
category,
manufacturer,
communication,
and
the
other
framework
factors
to
brand,
and
former
marketing
communications
for
a
understand
whether
or
not
we
could
find
significant
brand,
and
also
for
consumer’s
readiness
to
buy
when
and
analyzable
information
according
to
frequencies
exposed
to
marketing
communication.
Result
of
the
and
repeated
trends.
study
showed
us
that
in
most
case
studies
the
first
to
form
communication
message
tools
used
content,
for
Next,
we
looked
for
relationships
between
every
targeted
segment
was
young
individuals,
the
second
two
elements
of
the
conceptual
framework;
as
a
targeted
segment
was
sport
fans,
and
the
third
result,
we
created
two‐dimensional
tables
placing
targeted
segment
was
music
fans.
In
general,
targeted
components
of
each
element
in
each
dimension
of
a
segments
for
marketing
communication
in
the
case
table.
We
evaluated
each
case
study
to
find
studies
were
young
people
between
12
and
24
years
relationships
between
components
of
each
element
of
age.
These
observations
were
compatible
with
(for
instance,
to
detect
what
mobile
communication
previous
research
confirming
that
young
people
are
180
IJMM
Summer
2010,
Vol.
5
No.
1
more
ready
than
elders
to
receive
mobile
Second
observation
(product
factors):
Product
life
communication
messages,
and
the
appropriate
age
of
cycle
has
no
considerable
and
analyzable
information
the
mobile
campaign
audience
was
between
12
and
in
all
case
studies.
In
addition,
except
for
one
case
30
years
old
(Park,
Shenoy,
&
Salvendy,
2008,
p.
369).
study,
Underwriter
Laboratories,
a
provider
of
safety
Figure
2:
Distribution
of
case
studies
according
to
their
industries
Number
of
case
studies
10
8
6
4
2
0
certification,
other
case
studies
were
about
consumer
were
successfully
delivered
through
mobile
channel
goods;
in
other
words,
the
market
type
was
business‐
during
sport
contests
or
music
concerts.
to‐consumer
in
most
of
the
case
studies.
Furthermore,
Fourth
observation
(communication
factors):
product
involvement
was
low
in
most
of
the
case
After
analyzing
communication
objectives
in
the
case
studies;
nevertheless,
one
fifth
of
all
case
studies
studies,
according
to
the
results
shown
in
Figure
3,
it
is
consisted
of
high
involvement
products
(like
the
identified
that
brand
awareness
was
the
main
automobile).
objective
in
most
of
the
case
studies.
The
second
Third
observation
(situation
factors):
Analyzing
all
objective
was
brand
attitude
(i.e.
brand
building,
and
case
studies
led
us
to
the
conclusion
that
marketing
changing
brand
associations
or
brand
image
in
communication
messages
in
the
mobile
channel
were
customers’
mind).
The
third
objective
in
mobile
conducted
in
situations
when
people
either
were
marketing
communication
campaigns
was
generation
relaxing,
or
were
in
their
free
time,
or
were
ready
to
of
purchase
intention
and
gathering
valuable
go
shopping
(e.g.,
on
weekends).
In
addition,
in
some
information
from
customers
(or
prospects)
in
order
to
case
studies,
the
marketing
communication
messages
use
this
information
for
future
marketing
activities.
181
IJMM
Summer
2010,
Vol.
5
No.
1
Figure
3:
Objectives
of
mobile
marketing
communication
campaigns
number
of
case
studies
64%
70%
60%
49%
50%
40%
27%
27%
9%
13%
30%
20%
9%
10%
0%
Consumer
Data
Gathering
CRM
Category
Need
brand
purchase
product
brand
antude
intenmon
trial
awareness
Other
objectives
were
respectively
category
need
relations
and
personal
selling.
Among
these
modes
of
(representing
a
product
or
service
category
as
the
communications
interactive
marketing
and
direct
necessity
for
satisfying
a
particular
need),
customer
marketing
were
utilized
more
than
others.
Advertising,
relationship
management
(providing
infrastructure
for
sales
promotion,
events
and
experience,
and
word
of
loyalty
programs),
and
product
trial
(by
using
sampling
mouth
marketing
came
afterward.
These
results
are
or
discount
coupons).
Besides,
increasing
customer
compatible
with
previous
research
that
deemed
the
involvement
with
the
product
was
also
an
objective
mobile
channel
hardly
can
be
used
for
public
relations
for
some
cases.
and
personal
selling.
(Leppäniemi
&
Karjaluoto,
2008,
Furthermore,
as
illustrated
in
Figure
4,
rational
p.
54)
appeals
(i.e.,
emphasizing
on
tangible
aspects
like
physical
attributes
or
benefits
of
products)
and
Figure
4:
Utilized
appeals
in
content
of
messages
emotional
appeals
(i.e.,
social
or
psychological
needs
of
customers
and
intangible
aspects
of
the
product)
were
somehow
utilized
equally
in
case
studies
to
form
Emomonal
the
content
of
messages
in
mobile
campaigns.
Ramonal
Modes
of
mobile
communication
employed
in
the
46%
54%
cases
studies
are
shown
in
Figure
5.
According
to
the
data,
all
modes
of
communication
could
be
utilized
in
mobile
marketing
communication
except
for
public
182
IJMM
Summer
2010,
Vol.
5
No.
1
Figure
5:
Modes
of
communication
through
mobile
channel
71%
29%
21%
7%
0%
0%
7%
0%
Usage
frequency
of
the
various
modes
of
Among
different
tools
and
options
utilized
for
communication
utilized
in
complementary
channels
is
communicating
with
customers
by
mobile
channels,
as
shown
in
Figure
6.
Among
these
eight
main
modes
of
shown
in
Figure
7,
mobile
Web
sites
and
SMS
communication,
advertising
has
the
highest
frequency
(including
WAP
push)
had
the
highest
frequency
of
of
use
(i.e.
71%
of
those
campaigns
using
usage.
Mobile
application
(including
mobile
games),
complementary
channels
utilized
advertising
as
mode
mobile
video,
MMS
and
Bluetooth
file
broadcast
have
of
communication
in
complementary
channel).
Word
higher
frequency
of
use
for
communicating
with
of
mouth
marketing,
event
and
experience,
sales
customers
through
mobile
channels,
respectively
after
promotion,
and
interactive
marketing
followed
it
mobile
web
sites
and
SMS.
In
addition,
mobile
TV
and
respectively.
telephone
call
have
the
lowest
frequency
of
use.
Figure
6:
Modes
of
communication
utilized
in
complementary
channels
to
the
mobile
channel
71%
29%
Advermsing
Events
and
Experience
183
Sales
promomon
7%
0%
public
Relamons
and
pubilicity
0%
Direct
Markemng
Interacmve
markemng
Word
of
Mouth
Markemng
0%
Personal
Selling
21%
7%
IJMM
Summer
2010,
Vol.
5
No.
1
Figure
7:
Different
tools
and
options
used
for
mobile
marketing
communication
campaigns
58%
percentage
of
case
studies
60%
50%
36%
40%
18%
MMS
SMS
WAP
site
Mobile
Video
Mobile
applicamon
and
game
Mobile
TV
Bluetooth
file
broadcast
10%
2%
0%
Telephone
call
2%
20%
11%
9%
30%
20%
Among
different
communication
tools
and
options
than
the
number
of
case
studies
employing
used
complementary
to
the
mobile
communication
complementary
channels
to
the
mobile
channel
(as
shown
in
Figure
8),
Internet
has
the
Figure
8:
Communication
tools
and
options
used
as
highest
frequency
of
use
(79%),
followed
by
poster
complementary
to
mobile
channel
(including
environmental
advertising),
and
TV
commercial.
These
results
were
compatible
with
results
of
previous
research
which
considered
Internet,
print
advertising,
billboards,
magazines,
newspapers,
TV
and
radio
as
complementary
media
for
mobile
advertising
(Park,
Shenoy,
&
Salvendy,
2008,
p.
percentage
of
case
studies
which
use
complementary
channel
in
their
mobile
markemng
communicamon
campaign
79%
80%
70%
60%
50%
43%
36%
369),
and
other
research
which
deemed
the
30%
Internet,
TV,
magazine
and
radio
(DM2PRO,
2009)
as
the
most
effective
complementary
channel
for
the
mobile
channel.
20%
7%
7%
7%
10%
184
TV
Advermsing
0%
Internet
Environmental
advermsing
(Poster)
complementary
channels
was
two
times
more
Word
of
Mouth
number
of
case
studies
in
which
we
had
no
Cinema
communication
channel
is
explored.
The
Magazine
Moreover,
the
number
of
case
studies
using
a
complementary
channel
to
mobile
40%
IJMM
Summer
2010,
Vol.
5
No.
1
Figure
9:
Presence
of
complementary
channel
along
with
mobile
marketing
communication
channel
percentage
of
case
studies
69%
70%
60%
51%
40%
50%
40%
27%
27%
20%
30%
20%
0%
10%
0%
0%
Personal
Selling
Word
of
Interacmve
Direct
Mouth
markemng
Markemng
Markemng
Public
Events
and
Sales
Advermsing
Relamons
Experience
promomon
and
pubilicity
channel
(Figure
9).
However,
these
results
contradict
utilizing
any
complementary
channel
to
their
mobile
previous
research
that
observed
the
co‐existence
of
communication
channel
(Wang,
2007,
p.
39).
mobile
advertising
and
complementary
channels
in
Finally,
we
tried
to
elicit
prescription
for
designing
most
of
the
cases
(Park,
Shenoy,
&
Salvendy,
2008,
p.
campaigns
based
on
deep
analysis
of
dual
relations
369).
This
contradiction
is
due
to
the
fact
that
most
of
between
different
dimensions
of
our
conceptual
analyzed
case
studies
in
this
paper
were
focused
on
framework
in
each
case
study.
The
outcomes
of
our
the
mobile
nature
of
campaigns
and
little
information
analysis
are
described
below.
related
to
a
complementary
channel
is
revealed.
First
outcome:
According
to
the
industry
of
a
Fifth
observation
(response
factors):
Exploration
company
which
intends
to
employ
mobile
marketing
of
the
effectiveness
and
response
of
the
audience
to
communication,
the
following
advice
could
be
the
campaign
shows
implicitly
that
mobile
campaigns
prescribed:
using
complementary
channels
were
more
successful
•
For
the
food
and
beverage
industry,
the
than
campaigns
which
did
not
use
complementary
mobile
Web
site,
mobile
application
channels.
These
results
were
completely
consonant
software
(including
games)
and
SMS
(and
with
previous
research
results
which
showed
that
WAP
push)
are
more
suitable
tools
for
campaigns
utilizing
Internet
as
a
complementary
mobile
marketing
communication,
channel
have
higher
effectiveness
than
campaigns
not
respectively.
•
For
the
apparel,
shoes
and
accessories
•
industry,
the
mobile
Web
site,
SMS
(and
the
second
mode
of
communication.
WAP
push)
are
more
suitable
for
mobile
•
•
For
consumer
data
gathering,
sales
marketing
communication.
promotions
were
used
as
the
second
For
businesses
in
the
health
industry
using
mode
of
communication.
SMS
(and
WAP
push)
for
mobile
•
For
CRM,
sales
promotions
were
used
as
Third
outcome:
analysis
about
suitable
tools
and
marketing
communication
is
more
options
for
different
mobile
marketing
communication
applicable.
objectives
showed
us
the
following
results:
For
the
automotive
industry,
the
mobile
•
For
creating
brand
awareness,
the
mobile
Web
site
and
mobile
video
are
generally
Web
site,
mobile
application
software
more
suitable.
(including
games)
and
SMS
(and
WAP
Second
outcome:
Results
of
exploration
of
relationships
between
different
modes
push)
had
higher
usage
frequency
in
first
of
place,
and
MMS,
mobile
video,
and
communication
used
in
the
mobile
marketing
Bluetooth
file
broadcasts
were
in
second
communication
place.
channel
and
marketing
communication
objectives
showed
us:
•
•
Generally,
for
all
objectives,
the
main
mobile
Web
site
and
SMS
(and
WAP
push)
modes
of
communication
utilized
are
had
higher
rates
of
usage.
interactive
marketing
and
direct
•
•
the
mobile
Web
site,
mobile
application
communication
had
the
highest
usage
(including
games),
SMS
(and
WAP
push)
frequency.
were
used
in
most
of
the
cases,
and
For
product
trial
objective,
sales
Bluetooth
broadcasts
and
mobile
video
promotion
is
utilized
as
many
as
followed.
•
broadcasts
and
SMS
(and
WAP
push)
had
advertising
is
utilized
in
second
place
as
higher
usage
rates.
•
After
advertising,
sales
promotion,
events
For
CRM,
SMS
(and
WAP
push)
had
the
highest
usage
rate.
and
experience,
and
word
of
mouth
•
For
consumer
data
gathering,
SMS
(and
marketing
place
in
the
third
rank.
WAP
push)
together
with
the
mobile
Web
For
purchase
intention
objective,
sales
site
had
the
highest
usage
rate.
promotion
or
advertising
are
used
in
•
For
category
need
objective,
Bluetooth
For
the
purpose
of
brand
awareness,
main
mode
of
marketing
communication.
•
For
changing
attitude
toward
the
brand,
marketing;
these
modes
of
interactive
and
direct
marketing.
•
For
arousing
purchase
intention,
the
Forth
outcome:
Looking
for
relationships
between
second
place.
different
kinds
of
appeals
and
mobile
marketing
For
changing
or
forming
brand
attitude,
communication
tools
and
options,
the
following
event
and
experience,
and
word
of
mouth
results
were
achieved:
marketing
have
second
usage
frequency.
•
For
communication
messages
involving
emotional
appeals,
the
mobile
Web
site,
186
IJMM
Summer
2010,
Vol.
5
No.
1
•
mobile
application
software
(including
the
marketing
communication
channel.
The
second
games),
and
mobile
video
are
more
decision
rule
provides
the
firm
with
a
prioritized
list
of
suitable.
appropriate
For
rational
appeals,
SMS
(and
WAP
communication
by
taking
marketing
communication
push),
and
the
mobile
Web
site
play
objective(s),
the
industry
in
which
the
firm
is
greater
roles.
operating,
and
special
appeals
chosen
to
form
the
Fifth
outcome:
Exploration
of
relation
between
•
•
for
marketing
The
first
decision
rule
(Figure
10)
gets
three
indicators
as
its
input:
industry
match,
segment
match,
In
the
food
and
beverage,
apparel,
shoe
and
objective
match.
The
output
of
the
first
decision
and
accessory,
and
automotive
industries,
rule
is
a
number
between
zero
and
one
calculated
by
emotional
appeals
are
more
appropriate
multiplying
quantities
of
these
three
indicators.
This
to
form
message
content.
number
shows
the
likelihood
of
success
in
using
the
In
the
health
industry,
rational
appeals
are
mobile
channel
for
marketing
communication.
The
more
suitable
for
shaping
message
higher
the
output
number
is,
the
more
successful
the
content.
mobile
marketing
communication
will
be.
Sixth
outcome:
Surveys
of
different
modes
of
Figure
10:
First
decision
rule
communication
utilized
in
the
mobile
channel
and
their
relationship
with
modes
of
communication
in
complementary
channels
revealed
that
sales
promotion,
direct
and
interactive
marketing
in
mobile
channel
are
generally
utilized
with
advertising,
and
word
of
mouth
marketing
in
complementary
channels.
communication
channels
and
complementary
channels
led
us
to
the
fact
that
SMS
complementary
channel.
Furthermore,
a
mobile
Web
site
is
generally
complemented
with
TV
commercials,
environmental
advertising,
and
Internet.
paper’s
outcomes
by
providing
two
decision
rules
for
firms
demanding
mobile
channels
in
their
marketing
communication
campaign.
The
first
decision
rule
specifies
the
likelihood
of
success
in
using
mobile
as
Objec\ve
match
Internet
and
environmental
advertising
as
a
In
this
section
we
will
discuss
application
of
this
Industry
match
(and
WAP
push)
is
generally
used
together
with
PROPOSED
DECISION
RULES
Segment
match
Moreover,
our
assessment
of
tools
used
in
mobile
marketing
tools
message
content.
different
industries
and
appeals
used
in
shaping
message
content
led
us
to
the
following
results:
mobile
Likelihood
of
success
in
using
the
mobile
channel
for
markemng
communicamon
The
quantity
of
industry
match
indicator
(number
between
zero
and
one)
is
drawn
from
Table
1
that
contains
some
of
the
results
of
a
survey
by
DM2PRO
(2009)
in
which
approximately
200
respondents,
including
companies
experienced
in
developing
mobile
campaigns
and
applications,
take
part.
These
companies
were
mostly
marketing
and
advertising
187
IJMM
Summer
2010,
Vol.
5
No.
1
agencies,
technology
and
apparatus
developers,
and
by
dividing
the
percentage
of
using
the
mobile
operators.
They
were
asked
besides
consumer
marketing
communication
channel
for
a
particular
packaged
goods
(CPG),
which
industries
more
likely
objective
by
the
maximum
in
Figure
3
(i.e.,
64%)
―the
spend
on
mobile
campaigns.
The
average
of
highly
and
quantities
of
objective
match
indicator
for
all
somewhat
likely
options
is
shown
in
the
second
objectives
is
inserted
in
the
third
column
of
Table
2.
column
of
Table
1.
Accordingly,
the
CPG,
retail,
The
segment
match
indicator
shows
the
match
entertainment,
travel
and
restaurant
industries
are
between
the
targeted
audience
of
a
marketing
expected
to
be
leader
in
mobile
marketing.
We
massage
and
the
most
appropriate
segments
for
assume
that
the
quantity
of
industry
match
indicator
is
mobile
marketing
communication
according
to
our
one
for
CPG,
and
retail;
furthermore,
this
quantity
is
first
observation
in
this
paper.
That
is,
quantity
of
calculated
for
other
industries
by
dividing
their
segment
match
indicator
is
the
percentage
of
average
number
by
the
maximum
(i.e.,
2.78)
―the
audiences
who
are
either
young
individuals
between
quantities
of
industry
match
indicator
for
all
industries
12
and
24,
or
sport
fans,
and
or
music
fans.
is
inserted
in
the
third
column
of
Table
1.
Table
2:
Objective
match
indicator
Table
1:
Industry
match
indicator
Industry
Average
Industry
match
Campaign
Percentage
of
Objective
Objective
Case
Studies
match
indicator
CPG
Retail Entertainment Travel Restaurant Automotive Technology Sports/Recreation B2B
Telecom
Financial
Health/Parma
Education
Consumer
Electronics
Publishing
Housing
Construction
Agricultural
‐
1
2.78 2.68 2.62 2.41 2.33 2.30 2.25 2.21
2.20
2.20
2.16
2.14
1.88
1
0.96
0.94
0.87
0.84
0.83
0.81
0.79
0.79
0.79
0.78
0.77
0.68
1.79
1.63
1.62
1.55
0.64
0.59
0.58
0.56
(Source
of
data
in
first
and
second
column:
DM2PRO,
2009)
indicator
Brand
Awareness
64%
1
Product
Trial
9%
0.14
Purchase
27%
0.42
Brand
Attitude
49%
0.77
Category
Need
13%
0.20
CRM
9%
0.14
Consumer
Data
27%
0.42
Intention
Gathering
Figure
3
shows
our
second
proposed
decision
rule.
The
inputs
are
marketing
communication
objective,
industry
in
which
the
company
is
operating,
and
selected
appeal
for
shaping
the
message
content.
The
outcome
of
the
second
decision
rule
is
a
prioritized
list
of
mobile
communication
tools
for
marketing.
This
process
consists
of
three
steps:
in
the
first
step,
based
on
the
industry
in
which
the
company
is
operating
according
to
the
first
outcome,
we
get
the
list
of
The
quantity
of
objective
match
indicator
is
figured
by
using
data
from
Figure
3.
This
indicator
is
calculated
188
IJMM
Summer
2010,
Vol.
5
No.
1
Figure
3:
Second
decision
rule
189
IJMM
Summer
2010,
Vol.
5
No.
1
appropriate
tools
and
options
for
mobile
marketing
recently
have
mobile
phones
became
widely
used
in
communication.
Next,
based
on
the
marketing
marketing
communication,
and
due
to
the
novelty
of
communication
objective
that
the
company
selected,
the
trend
in
which
firms
use
mobile
phones
for
their
according
to
the
third
outcome,
we
get
another
list
of
marketing
communication,
the
number
of
case
studies
appropriate
tools
and
options
for
mobile
marketing
were
limited.
In
addition,
more
specific
and
focused
communication.
Finally,
based
on
the
special
appeals
theories
are
needed
to
justify
why
and
how
mobile
company
selected
for
message
content
(emotional
or
phones
could
be
used
as
part
of
a
marketing
rational),
according
to
the
fourth
outcome
of
this
communication
campaign.
Developing
these
theories
paper,
another
list
of
appropriate
tools
and
options
for
needs
more
information
and
a
great
number
of
case
mobile
marketing
communication
is
proposed.
studies.
In
the
second
step
all
these
three
lists
are
merged
In
this
paper
we
also
attempted
to
provide
an
and
prioritized
according
to
the
repetition
frequency
integrated
model
to
address
two
questions:
Firstly,
of
each
tool
and
option.
In
the
third
step,
each
of
should
one
utilize
the
mobile
channel
as
a
part
of
a
recommended
tools
and
options
in
the
list
are
marketing
communication
campaign,
and
secondly,
assessed
according
to
cost,
penetration
rate
of
each
how
can
the
mobile
communication
channel
be
used
tool
among
the
campaign’s
audience,
and
the
more
effectively.
This
model
can
be
used
as
a
tool
for
feasibility
of
campaign;
the
result
of
this
step
would
be
eliciting
some
precise
theories
in
the
field
of
mobile
a
final
prioritized
list
of
appropriate
tools
and
options
marketing.
These
new
theories
should
be
validated
for
mobile
marketing
communication.
Needless
to
say
with
a
great
number
of
case
studies
in
the
future
the
feasibility
of
a
campaign
shows
the
ability
of
the
research.
Our
model
can
offer
more
accurate
results
tool
to
conduct
the
content
of
a
marketing
with
a
higher
number
of
case
studies;
in
other
word,
communication
message.
In
the
final
step,
if
mobile
is
with
more
marketing
research
and
more
case
analyses
selected
as
a
primary
marketing
communication
our
tables
could
become
more
comprehensive
and
the
channel,
according
to
the
previous
steps
output
and
outcomes
could
become
more
precise;
consequently,
the
sixth
outcome
of
this
paper,
a
list
of
appropriate
the
model
could
be
justified.
complementary
marketing
communication
tools
and
Needless
to
say,
the
result
of
our
decision
process
options
to
the
mobile
channel
is
identified.
In
addition,
is
past
dependent;
in
other
word,
if
something
marketers
could
use
the
third
observation
of
this
happened
by
accident,
(e.g.,
the
food
industry
usage
paper
for
determining
the
appropriate
time
of
sending
of
mobile
application)
our
model
also
recommends
it.
mobile
marketing
communication
messages.
In
our
food
industry
example,
the
mobile
Web
site
may
be
the
better
solution
for
a
specific
case,
but
CONCLUSION
AND
FUTURE
RESEARCH
This
paper
provides
specific
models,
which
were
evolutionary
from
previous
models,
for
supporting
decision
making
upon
mobile
marketing
communication.
The
limited
data
arisen
from
published
case
studies
hinders
us
from
establishing
stronger
arguments.
Regarding
the
fact
that
only
since
the
mobile
Web
site
had
not
been
used
accidentally
in
a
mobile
marketing
communication
campaigns
before,
our
model
will
not
recommend
it.
Owing
to
the
fact
that
our
case
studies
were
drawn
from
two
Web
sites,
and
they
contain
mostly
best
practices,
this
accidental
behavior
may
not
have
substantial
negative
effect
on
the
recommendation
of
190
IJMM
Summer
2010,
Vol.
5
No.
1
our
models.
But
this
fact
is
only
supported
with
the
assumption
that
these
Web
sites
have
a
filter
for
choosing
only
best
practices.
The
other
defect
we
can
find
in
our
model
is
that
there
might
be
other
appropriate
tools
that
are
not
recommended
by
the
decision
rules.
We
do
not
see
this
issue
as
a
defect
of
our
model
since
there
is
no
complete
model.
However,
we
think
new
precise
theories
should
be
developed
to
validate
our
findings.
SeyedAlireza
Mirbagheri*
Graduate
School
of
Management
and
Economics
Sharif
University
of
Technology
Iran
[email protected]
Meisam
Hejazinia
Graduate
School
of
Management
and
Economics
Sharif
University
of
Technology
Iran
[email protected]
*Corresponding
author
References:
Belch,
G.
E.,
&
Belch,
M.
A.
(2004).
Advertising
and
Promotion:
An
integrated
marketing
communication
perspective
(6th
International
ed.).
Singapore:
McGraw‐Hill.
Bulander,
R.,
Decker,
M.,
Schiefer,
G.,
&
Kölmel,
B.
(2005).
Comparison
of
Different
Approaches
for
Mobile
Advertising.
Proceedings
of
the
Second
IEEE
International
Workshop
on
Mobile
Commerce
and
Services.
Carroll,
A.,
Barnes,
S.
J.,
Scornavacca,
E.,
&
Fletcher,
K.
(2007).
Consumer
perceptions
and
attitudes
towards
SMS
advertising:
recent
evidence
from
New
Zealand.
International
Journal
of
Advertising
,
26
(1),
79–98.
DM2PRO.
(2009).
State
of
the
Industry:
Mobile
Survey.
DM2PRO.com.
Duncan,
T.
(2005).
Principles
of
Advertising
&
IMC
(2nd
ed.).
New
York:
McGraw‐Hill.
GSMA.
(2008).
European
Mobile
Industry
Observatory.
GSM
Association.
Holm,
O.
(2006).
Integrated
marketing
communication:
from
tactics
to
strategy.
Corporate
Communications:
An
International
Journal
(CCIJ)
,
11
(1),
23‐33.
ITU.
(2009).
Measuring
the
Information
Society
:
The
ICT
Development
Index.
Geneva:
International
Telecommunication
Union.
Karjaluoto,
H.,
Lehto,
H.,
Leppäniemi,
M.,
&
Mustonen,
T.
(2007).
Insights
into
the
Implementation
of
Mobile
Marketing
Campaigns.
International
al
Journal
of
Mobile
Marketing
,
2
(2),
10‐20.
Kavassalis,
P.,
Spyropoulou,
N.,
Drossos,
D.,
Mitrokostas,
E.,
Gikas,
G.,
&
Hatzistamatiou,
A.
(2003).
Mobile
Permission
Marketing:
Framing
the
Market
Inquiry.
International
Journal
of
Electronic
Commerce
,
8
(1),
55–79.
Keller,
K.
L.
(2001).
Mastering
the
Marketing
Communications
Mix:
Micro
and
Macro
Perspectives
on
Integrated
Marketing
Communication
Programs.
Journal
of
Marketing
Management
,
17,
819‐847.
Kim,
M.
J.,
&
Jun,
J.
W.
(2008).
A
case
study
of
mobile
advertising
in
South
Korea:
Personalisation
and
digital
multimedia
broadcasting
(DMB).
Journal
of
Targeting,
Measurement
and
Analysis
for
Marketing
,
16
(2),
129–138.
Komulainen,
H.,
Mainela,
T.,
Sinisalo,
J.,
Tähtinen,
J.,
&
Ulkuniemi,
P.
(2006).
Business
model
scenarios
in
mobile
advertising.
International
Journal
of
Internet
Marketing
and
Advertising
,
3
(3),
254–270.
Kotler,
P.,
&
Keller,
K.
L.
(2009).
Marketing
Management
(13
ed.).
New
Delhi:
Prentice
Hall
of
India.
Leppäniemi,
M.,
&
Karjaluoto,
H.
(2008).
Mobile
Marketing:
From
Marketing
Strategy
To
Mobile
Marketing
Campaign
Implementation.
International
Journal
of
Mobile
Marketing
,
3
(1),
50‐61.
Merisavo,
M.,
Kajalo,
S.,
Karjaluoto,
H.,
Virtanen,
V.,
Salmenkivi,
S.,
Raulas,
M.,
et
al.
(2007).
An
Empirical
Study
of
the
Drivers
of
Consumer
Acceptance
of
Mobile
Advertising.
Journal
of
Interactive
Advertising
,
7
(2).
Michael,
A.,
&
Salter,
B.
(2006).
Mobile
Marketing:
Achieving
Competitive
Advantage
through
Wireless
Technology
(1st
ed.).
United
Kingdom:
Elsevier.
191
IJMM
Summer
2010,
Vol.
5
No.
1
MMA.
(2010).
Case
Studies.
Retrieved
January
2010,
from
Mobile
Marketing
Association(MMA):
http://mmaglobal.com/resources/case‐studies
MMA.
(2009,
JANUARY).
Mobile
Advertising
Overview.
Retrieved
from
Mobile
Marketing
Association(MMA):
http://www.mmaglobal.com/mobileadoverview.pdf
MMA.
(2008,
December).
Mobile
Marketing
Industry
Glossary.
Retrieved
January
2010,
from
Mobile
Marketing
Association
(MMA):
http://mmaglobal.com/uploads/glossary.pdf
MobiAD.
(2010).
Campaign
Watch.
Retrieved
January
2010,
from
MobiAD
»
Mobile
Advertising
News:
http://www.mobiadnews.com/index.php?cat=4
MobiAD.
(2009,
June
30).
Studying
The
Digital
Future:A
New
Set
Of
Rules
For
Mobile
Marketing.
Retrieved
January
2010,
from
MobiAD
»
Mobile
Advertising
News:
http://www.mobiadnews.com/?p=3703
Muk,
A.,
&
Babin,
B.
J.
(2006).
U.S.
Consumers’
Adoption
‐
Nonadoption
of
Mobile
SMS
Advertising.
International
Journal
of
Mobile
Marketing
,
1
(1),
21‐ 29.
Nysveen,
H.,
Pedersen,
P.
E.,
Thorbjørns,
H.,
&
Berthon,
P.
(2005).
Mobilizing
the
Brand:
The
Effects
of
Mobile
Services
on
Brand
Relationships
and
Main
Channel
Use.
Journal
of
Service
Research
,
7
(3),
257‐ 276.
International
Conference
on
System
Sciences,
(pp.
1‐ 10).
Smith,
P.
R.,
&
Taylor,
J.
(2004).
Marketing
Communications:
An
Integrated
Approach
(4th
ed.).
London:
Kogan
Page.
Solomon,
M.
R.
(2009).
Consumer
Behavior:
buying,
having,
and
being
(9th
ed.).
Upper
Saddle
River:
Prentice
Hall.
Sultan,
F.,
&
Rohm,
A.
(2005).
The
Coming
Era
of
“Brand
in
the
Hand”
Marketing.
MIT
Sloan
Management
Review
,
47
(1),
83‐90.
Tsang,
M.
M.,
Ho,
S.‐C.,
&
Liang,
T.‐P.
(2004).
Consumer
Attitudes
toward
Mobile
Advertising:
An
Empirical
Study.
International
Journal
of
Electronic
Commerce
,
8
(3),
65‐78.
Wang,
A.
(2007).
Branding
Over
Mobile
And
Internet
Advertising:
The
Cross‐media
Effect.
International
Journal
of
Mobile
Marketing
,
2
(1),
34‐42.
Wells,
W.,
Moriarty,
S.,
&
Burnett,
J.
(2006).
Advertising:
Principles
and
Practices
(7th
ed.).
New
Delhi:
Prentice
Hall
of
India.
Yaniv,
G.
(2008).
Sold
on
Mobile
Marketing:
Effective
Wireless
Carrier
Mobile
Advertising
and
How
To
Make
It
Even
More
So.
International
Journal
of
Mobile
Marketing
,
3
(2),
86‐91.
Park,
T.,
Shenoy,
R.,
&
Salvendy,
G.
(2008).
Effective
advertising
on
mobile
phones:
a
literature
review
and
presentation
of
results
from
53
case
studies.
Behaviour
&
Information
Technology
,
27
(5),
355– 373.
Rettie,
R.,
Grandcolas,
U.,
&
Deakins,
B.
(2005).
Text
message
advertising:
Response
rates
and
branding
effects.
Journal
of
Targeting,
Measurement
and
Analysis
for
Marketing
,
13
(4),
304–312.
Shilale,
J.
(2009).
Five
Mobile
Marketing
Tips
(2ergo).
Retrieved
February
2010,
from
Mobile
Marketing
Association:
http://mmaglobal.com/studies/five‐ mobile‐marketing‐tips‐2ergo
Sinisalo,
J.,
Salo,
J.,
Karjaluoto,
H.,
&
Leppäniemi,
M.
(2006).
Managing
Customer
Relationships
through
Mobile
Medium
–
Underlying
Issues
and
Opportunities.
Proceedings
of
the
39th
Hawaii
192
IJMM
Summer
2010,
Vol.
5
No.
1
Copyright of International Journal of Mobile Marketing is the property of Mobile Marketing Association and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use.
