DocumentCode
1874094
Title
Mobile Advertising: a Framework for the Appraisal of the Campaigns
Author
Rangone, Andrea ; Renga, Filippo Maria
Author_Institution
Dept. of Manage., Politec. di Milano, Milan
fYear
2006
fDate
26-27 June 2006
Firstpage
45
Lastpage
45
Abstract
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.
Keywords
advertising; appraisal; mobile computing; Finland; Germany; Italy; campaigns appraisal; mobile advertising; mobile marketing campaign; Advertising; Appraisal; Computer displays; Computer interfaces; Computer network reliability; Environmental economics; Marketing management; Mobile communication; Production; User interfaces;
fLanguage
English
Publisher
ieee
Conference_Titel
Mobile Business, 2006. ICMB '06. International Conference on
Conference_Location
Copenhagen
Electronic_ISBN
978-0-7695-2595-2
Type
conf
DOI
10.1109/ICMB.2006.328140
Filename
4124140
Link To Document