Mobile Advertising: a Framework for the Appraisal of the Campaigns

Mobile Advertising: a Framework for the Appraisal of the Campaigns

In the article, the most important elements making up a mobile marketing solution are pointed out, trying to underline all significant requirements needed to be satisfied. Moreover is provided a possible set of indicators for measuring how well the requirements are met. The argumentation is complete...

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Bibliographic Details
Published in:2006 International Conference on Mobile Business p. 45
Main Authors: Rangone, A., Renga, F.M.
Format: Conference Proceeding
Language:English
Published: IEEE 01-06-2006
Subjects:
Advertising
Appraisal
Computer displays
Computer interfaces
Computer network reliability
Environmental economics
Marketing management
Mobile communication
Production
User interfaces
Online Access:Get full text
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Summary:In the article, the most important elements making up a mobile marketing solution are pointed out, trying to underline all significant requirements needed to be satisfied. Moreover is provided a possible set of indicators for measuring how well the requirements are met. The argumentation is completed by the results obtained during three mobile marketing campaigns carried out in Finland, Germany and Italy.
ISSN:1935-4908
2576-9413
DOI:10.1109/ICMB.2006.328140