How are consumer and expert perceptions limiting the effectiveness of mobile advertising?

Powell, Thomas (2014) How are consumer and expert perceptions limiting the effectiveness of mobile advertising? BSc dissertation, University of Portsmouth.

[img] PDF
Restricted to Registered users only

Download (2169kB)

    Abstract

    The evolution of mobile technology has provided a powerful tool for businesses by changing the way they can engage with their customers. Since 2007 advertising companies have included the mobile platform amongst their channels but to date its huge potential has not been fully utilised with TV and on-line advertising platforms remaining the preferred advertising medium. During this study research was conducted to investigate why this is still the case. Characteristics researched included: identifying the limitations of guidance and governance; Mobile Advertising effectiveness; and customer perceptions of Mobile Advertising intrusiveness. Populations sampled included consumers of advertising and those involved in creating and delivering Mobile Advertisements. The primary research specifically looks into the limitations and discrepancies, with regards to trust, relevance, intrusiveness and helpfulness of advertisements. In so doing, it will act as a guide to advertisers by identifying improvements, which if implemented, could improve Mobile Advertisings effectiveness.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Technology > School of Computing
    Depositing User: Beth Atkins
    Date Deposited: 08 Aug 2014 10:14
    Last Modified: 28 Jan 2015 12:39
    URI: http://eprints.port.ac.uk/id/eprint/15255

    Actions (login required)

    View Item

    Document Downloads

    More statistics for this item...