Mobile Advertising : Findings of a Diary Study

• 영문명: Mobile Advertising : Findings of a Diary Study
• 발행기관: 한국마케팅과학회
• 저자명: Hairong Li
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』마케팅과학연구 추계논문집 2003, 49~58쪽, 전체 10쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2003.11.01

목차

Purpose of the Study

Conceptualization

Junctions of Mobile Ads

Modes of Exposure

Public Exposure

Private Exposure

Incentives for Response

Effects of Mobule Ads

Methods

Modes of Exposure

Goals of Mobile Ads

Context of Mobile Ads

Methods of Response

Types of Incentives

Among Monetary Incentives

Types of Advertised Brands

Types of Response

Summary

Future Research