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Behaviour & Information Technology

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Effective advertising on mobile phones: a literature

review and presentation of results from 53 case
studies
a a a b
Taezoon Park , Rashmi Shenoy & Gavriel Salvendy
a
School of Industrial Engineering, Grissom Hall, Purdue University , 315 N. Grant St., West
Lafayette, IN, 47907-2023, USA
b
Department of Industrial Engineering , Tsinghua University , Beijing, 100084, People's
Republic of China
Published online: 09 Sep 2008.

To cite this article: Taezoon Park , Rashmi Shenoy & Gavriel Salvendy (2008) Effective advertising on mobile phones: a
literature review and presentation of results from 53 case studies, Behaviour & Information Technology, 27:5, 355-373, DOI:
10.1080/01449290600958882

To link to this article: http://dx.doi.org/10.1080/01449290600958882

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 Behaviour & Information Technology
Vol. 27, No. 5, SeptemberOctober 2008, 355373

Eective advertising on mobile phones: a literature review and presentation of results from
53 case studies
Taezoon Parka, Rashmi Shenoya and Gavriel Salvendya,b*
a
School of Industrial Engineering, Grissom Hall, Purdue University 315 N. Grant St., West Lafayette, IN 47907-2023, USA;
b
Department of Industrial Engineering, Tsinghua University, Beijing, 100084, Peoples Republic of China
(Received January 2006; nal version received July 2006)

The attempts of using the wireless network as a new advertising media are rapidly increasing. This paper proposes a
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framework for understanding the characteristics of advertising through mobile phones. The paper discusses the traits
of online advertisements and comparison to other advertising media. It also presents the overview of dierent
conceptual models for advertising and suggests a conceptual model for mobile phone advertising. A review is
presented on the factors aecting the eect of mobile advertising and three groups of factors are suggested;
advertisement; audience; and environment. A total number of 53 case studies is collected and categorised based on
product category, business object, target audience and advertisement type. Four observations are made from the
case studies in the viewpoint of the three factor framework.
Keywords: mobile advertisement; case study; framework

1. Introduction mobile advertising is expected to be helpful to under-

Mobile communication is widely used all over the stand its characteristics.
world. As the technology advances, the functions of
mobile communication devices are also expanding in
accordance with new demand from the customer and 2. Literature review
various stakeholders. One of the conspicuous emerging The characteristics of mobile advertisements are
features for mobile phones is multimedia support, such covered in this section, which describes dierent
as increased display size, improved colour display, marketing opportunities in mobile environments. In
polyphonic sound and video playback. Such new order to facilitate the understanding of advertising in a
capabilities enable various types of interactions with mobile environment, cognitive models developed from
the user, which opens up a way of using mobile media diverse advertising research are discussed. The factors
for advertising. that could aect the emotional eects of advertising
There have been many attempts to use mobile are then explained and categorised as advertisement
communication as advertising media. According to factors, environment factors and audience factors by
Ovums study, wireless advertising revenues all over their characteristics.
the world will reach between $16 billion and $23 billion
by the year 2005 (Nelson 2000). The US wireless
advertising market is also growing rapidly and is 2.1. Concepts of advertising
expected to reach a value of $8.8 billion in 2007, an Advertising is a method of marketing that provides
increase of 1872.6% since 2002 (DataMonitor 2001). information about the product, service and the
The objective of this paper is to provide a frame- business itself. The purpose of advertisements can
work for understanding factors that inuence the eect mainly be summarised as building a product image and
of mobile advertising with an emphasis on the stimulating direct purchase.
processing of information. Dierent from desktop As time passes and technology evolves, new types
computers, mobile devices are considered as personal of advertising media have been introduced. Billboards,
and private, which forms a peculiar attitude towards newspapers and magazines are the rst generation of
mobile communication. Since the eect of advertising advertising media. Radio and TV followed as the next
is dependent on various factors and not many ndings generation and are now the most prevalent method of
are as yet available, trying to get a whole picture of advertising. Recently, Internet and mobile networks

*Corresponding author. Email: salvendy@purdue.edu

ISSN 0144-929X print/ISSN 1362-3001 online

2008 Taylor & Francis
DOI: 10.1080/01449290600958882
http://www.informaworld.com
 356 T. Park et al.

have emerged as a new type of advertising media. audiences. It includes web advertisement, digital media
These two media are rapidly growing; however, the broadcasting, interactive TV and advertising through
cost per view and the eectiveness are still in question. mobile devices.
Therefore, it has become an important issue for Online advertising has three characteristics; ease of
advertising agencies to nd an adequate strategy for targeting; personalised contents; and interactivity. One
new advertising media. Comparing and contrasting the of the important characteristics of online advertising is
characteristics of each advertising medium can help to interactive connection. Compared to traditional TV
understand the general attributes of advertising. The commercials, online advertising works interactively,
characteristics of advertising media are compared in which has been found to be more ecient than one-
Table 1. way advertising as interactivity improves comprehen-
sion of the message the advertisement tries to convey
(Risden et al. 1998, Macias 2003). With the help of
2.1.1. Traditional advertising media individual and interactive connections, an advertising
Newspapers and magazines are a traditional and agency can easily personalise the contents of the
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primary form of advertising media that have a long advertisement. Along with personalised content, in-
history. Broadly speaking, advertisements in news- dividual connection helps target audiences who are
papers or magazines are of a pull-type because the more likely to be interested in the product or services
message is transferred by the free will of the audience. that the advertiser wants to present. These character-
This creates a high involvement level with audiences. istics are more signicant in a mobile environment
On the other hand, TV and radio are of a push-type of because it has highly personalised settings. In the
advertising media. The audience sits in front of a TV mobile environment, everybody has a personal identi-
and views what appears on the screen. The method in cation number and mobile devices usually stay with
which information is transferred is controlled by the the audience almost all day. Moreover, advertisers can
advertising agency, but the involvement level is specify both location and time simultaneously in order
relatively low in comparison to advertisements through to increase the accuracy of targeting because the
newspapers and magazines (Krugman 19661967). The location of the audience can be identied (Barnes
main restriction on print advertising is the size of the 2002, Yuan and Tsao 2003, Tahtinen 2005).
advertisement because the total size of media is limited.
There have been several studies on designing adver-
tisements for magazines and newspapers, such as the 2.1.3. Wireless marketing opportunities and obstacles
role of pictures and descriptions and the eect of size The Wireless Advertising Association denes wireless
and shape. In contrast to print advertisements, time is marketing as sending advertising messages to mobile
the most restricted resource in TV advertisements. One devices, such as mobile phones and PDAs, through the
of the primary research trends in TV advertisements is wireless network. Promising areas for wireless market-
related to the length of the advertisement, repetition ing are promotions, event marketing, branded content
and clutter eects. and customer relationship marketing, which are mainly
based on the characteristics of real-time connectivity
and various ways of interactivity (Zoller 2003).
2.1.2. Emerging advertising media However, there exist potential problems that may
Online advertising, which is advertising over telecom- hinder the growth of wireless marketing, such as spam
munication lines, usually through the internet, enables messages and privacy. One of the serious concerns is
a bi-directional and individual connection to that the same problems of spam mail would replicate in

Table 1. Comparisons of advertising media.

Magazine/Newspaper TV WWW Mobile

Display Colour/greyscale Static Colour Animated Colour Colour
Mode Visual/haptic Audio/visual Audio/visual Audio/visual/haptic
Presentation type Pull Push Pull (banner) Push (MMS/SMS) Pull (banner)
Involvement High Low Relatively high High
Environment Mostly focused Diverse Focused Usually distracted
Information Detailed Limited Detailed Very limited
Targeting Medium Hard Easy Easy
Advertisement type Exposure Exposure Interactive/exposure Interactive/exposure

MMS multimedia message; SMS simple messaging service.

 Behaviour & Information Technology 357

wireless marketing, which could deteriorate the value Similar to advertising through the internet, mobile
of mobile marketing. Even worse, some cases of simple advertising has both push- and pull-types; one
messaging service (SMS) spam messages are actually corresponds to email advertisements and the other
reported. As was shown in the research about attitudes corresponds to web advertisements. When the custo-
to mobile advertising, the important point is that the mer uses a mobile device as a browser, the eect of an
consumer should have an option to choose whether or advertisement is similar to a web banner. Likewise, if
not to receive an advertisement (Tsang et al. 2004). The the customer receives text or multimedia promotional
Mobile Marketing Association (MMA) identied messages in the mobile setting, it works like an email
spam as a message that is unwanted or an unsolicited advertisement.
message to the consumer and listed frequency, Messaging is more commonly used as a way of
relevance, control and condentiality as critical factors interaction in mobile networks. Advertising messages
that make the message an unwanted one. In order to can be divided into text message (SMS) and multi-
avoid spam in mobile marketing, a code of conduct is media messages (MMS) according to the technology
developed as a guideline, which is composed of the six used for transferring the advertisement. MMS is
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Cs of privacy; choice; control; constraint; customisa- usually a combination of image, sound and animation,
tion; consideration; condentiality (Fuller 2005). whereas SMS is just a text message. Because of the
Since mobile communication is perceived as a truly limited capacity of communication and multimedia
private way of intercommunication, consumers can expression in mobile devices, SMS has been the most
easily have a feeling that their privacy is invaded prevalent method of advertising until now. However, it
(Hakkila and Chateld 2005). Privacy problems may is expected that multimedia or animated picture-type
signicantly occur in the case of location-based market- advertisements will be more popular in the near future.
ing and consumer information-gathering. Frameworks Advertising messages include dierent content accord-
and models for personalising advertisements and target- ing to the purpose of marketing. Promotion and
ing audiences by location are proposed by a number of coupons are used for the immediate increase of sales,
studies (Varshney 2001, Aalto et al. 2004, Saari et al. whereas there are advertisements for building brand
2004), but the idea of combining location information image and loyalty. By the message type, mobile
and user-preference data could raise a serious privacy advertising is divided into a pure advertisement and
problem because the activity of the individual can an attached advertisement. As we can see in the case of
possibly be traced, which is also pointed out by the email advertisements, audiences do not even open an
authors. Although parts of the problems can be solved email message that is suspected to be spam mail.
technically, proper business models and regulations Therefore, some mail services put the advertisement at
should be necessary. In particular, location privacy has the end of the email message so as to increase the
been a serious issue as mobile networks became popular. chance of exposure to the audience, which is con-
Japan and the EU require opt-in consent for the pro- sidered as an attached advertisement. Similarly, mobile
vision of telecommunication services based on the use of web banners are categorised as an attached advertise-
location information, whereas the USA does not have ment. In addition, there are attempts to advertise
clear federal guidelines for location privacy (Ackerman across dierent types of media, such as a combination
et al. 2003, Zevenbergen 2004). of magazine and mobile, web and mobile, in order to
maximise the eect of an advertisement.

2.1.4. Categories of mobile advertisements

Although dierent types of classication are applicable 2.2. Advertisement processing model
to categorise mobile advertisements into dierent Through the history of advertising research, several
groups, four ways of classication are applied in this dierent models have been suggested to explain how
study; communication type; presentation type; business advertising works in dierent situations. Those models
purpose; message type. These are summarised in Table 2. can be categorised as the market response model,

Table 2. Categories of mobile advertisements.

Communication type Presentation type Business purpose Message type

Push Message (SMS/EMS/MMS) Direct purchase Pure advertisement
Pull Mobile banner Coupon/promotion Attached advertisement
Interactive Ring tone Information transfer
Application (screensaver/wallpaper/mobile game) Brand imaging

SMS simple messaging service; EMS enhanced messaging service; MMS multimedia message.
 358 T. Park et al.

intermediate eect model, hierarchy eect model and experience and credence goods because they provide
hierarchy-free model. information that could not be found just by inspection
Three generalisations were derived based on the (Darby and Karni 1973).
extensive overview. First, experience, aect and cogni- In contrast, pure aect models focus on aective
tion are the three important elements for explaining attributes, such as familiarity and feelings. According to
consumer behaviour. Second, the concept of three- this theory, the preference of the audience is built by
dimensional spaces of experience, aect and cognition elements such as feelings, emotions and familiarities
is supported, but a sequence is not supported rather than product attribute information (Aaker et al.
(Vakratsas and Tim 1999). Third, dierent models 1986, Batra and Ray 1986). In this model, aective
can be applied according to various factors, such as responses to advertising show two kinds of attitude;
product characteristics, brand image, involvement of attitude to the advertisement itself and attitude to the
the audience and media characteristics. brand. The relationship between attitude and behaviour
Several models are developed for explaining is supported even though the studies do not show uni-
phenomena in marketing and advertising, which is form results. However, the measurement of an aective
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inuenced by a variety of factors, such as product attribute can be biased because cognition usually
characteristics, the content of an advertisement mes- intervenes in measurement (Scherer and Ekman 1982).
sage, etc. It is hard to say which model would best t
for mobile advertising because it depends on a number
of factors that have not as yet been claried. Since the 2.2.3. Hierarchy eect models
form of mobile advertising is still evolving into a new The hierarchy of eect model tries to explain consumer
form, looking into the model developed for other behaviour by introducing the concept of a hierarchy of
media is expected to help to develop a new marketing eects. In other words, persuasive hierarchy models,
idea and to better understand the trend. low-involvement hierarchy models and integrative
models assume that the intermediate eects follow a
certain sequence of order. They assumes a certain
2.2.1. Market response model number of stages, each of which works as a precondi-
The market response model assumes no intermediate tion of the next stage. Researchers categorised the
eects during the working of advertisements. That is to functions of advertising as awareness, knowledge,
say that it relates advertising, price and promotions linking, preference, conviction and purchase. They
directly to consumer behaviour. Two dierent levels mapped each function to three dierent behavioural
exist in the market response model; aggregate level dimensions; cognitive, aective and conative compo-
(Rao 1986, Zufryden 1987) and individual level nents. In other words, awareness and knowledge are
(Pedrick and Zufryden 1991). Aggregate level studies related to the cognitive component, and linking and
focus on the market level data, whereas individual level preference are associated with the aective component.
studies are oriented to the individual brand choice. Finally, conviction and purchase are connected with
Generally, the market response model is suitable for the conative or motivational component (Lavidge and
the decision-makers within marketing departments in Steiner 1961). Two mediating factors, involvement and
industry (Vakratsas and Tim 1999). attitude towards advertising, are extensively studied in
persuasive model frameworks.
The elaboration likelihood model suggested by
2.2.2. Intermediate eect models Petty and Cacioppo (1981, 1983) tried to explain how
The cognitive information model and pure aect consumers are persuaded under dierent levels of
model assume only one type of intermediate eect; involvement. It is claimed that there are two relatively
cognition or aect, respectively. The cognitive infor- distinct ways that lead to persuasion; one is the central
mation model assumes that consumer preferences are route, the other is the peripheral route. Through the
not changed by advertising and that the consumer central route, audiences perceive the message through
decides only rationally. In this model, products are cognition, reasoning and comprehension. On the other
classied as experience, search and credence goods. hand, through the peripheral route, people change
Experience goods mean the products that require a fair their attitude just by simple positive or negative cues.
amount of experience before assessing the quality. According to the motivation and ability to process the
Search goods mean the product, the quality of which information, audiences determine whether or not to
can be found out just by inspection (Nelson 1974). For look seriously at the information. The implication of
credence goods, the average consumer cannot deter- the elaboration likelihood model is that dierent
mine the quality even after using it. It is claimed that people respond to dierent advertisements in dierent
advertisements are expected to be more eective for ways, depending on their involvement.
 Behaviour & Information Technology 359

A low-involvement hierarchy model assumes the The eect of sound and music in advertising
hierarchies of eect as the order of cognition, media was studied in several studies. The eect of
experience and aect. It tries to explain that the music to brand attitude was studied in TV commercials
routinised choice behaviour would occur in low- and it was found that music has a positive eect in
involvement situations. Therefore, product experience the low-involvement condition (Park and Young
is the dominant factor and cognition means only 1986). Also, the relative eectiveness of sound and
passing awareness in categories to which the product animation in web banner advertisements was investi-
belongs. The implication of this model is that the gated by Rae and Brennan (1998). They found that
importance of product trial and usage experience is sound is eective to improve delayed recall of the
introduced into the feedback framework of persuasive advertisement.
hierarchy. According to the study about animation, animated
The integrative model assumes dierent hierarchies pictures were found to have good eects on an internet
of cognition, aect and experience, according to the shopping site. It could attract consumers attention
context in which advertising operates. For instance, the and produce good attitudes toward the advertisements
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Foote, Cone & Belding (FCB) grid assumes various or brands (Ku et al. 1997). In this study, three groups
sequences of cognition, aect and experience, depend- of advertisements were tested; animated picture; static
ing on the product category and the relative impor- picture; and simple text. The result showed that in the
tance (Ratchford and Vaughn 1989). viewpoint of recall and recognition of the advertise-
ment, animated images are much better than text
advertisements. In addition, another study conrmed
2.2.4. Hierarchy-free models that the animation of banners enhances user memory
In the hierarchy-free model, no specic processing of advertisements (Bayles and Chaparro 2001). How-
sequence is assumed. This category presents a person- ever, the study performed by Benway (1998) showed
centred view of advertising, which suggests that that people tend to ignore big, ashy, colourful
advertising is part of a brand totality. Beliefs generally banners at the top of web pages, even though the
build cumulatively with awareness, trial, word of banner contains information they are actively seeking.
mouth, promotions and advertising, which act inter- This is known as banner blindness.
actively and simultaneously (Lannon 1986). The length of an advertisement has been studied
mostly in the area of TV commercials because the cost
of advertising is mainly determined by the airtime of
2.3. Factors aecting the eect of advertisements the advertisement. It is generally accepted that a long
The eect of advertisements is dependent on various advertisement is better than a short one in the
factors and their contributions vary according to the viewpoint of memory and favourable attitude building.
situation. The factors that have a signicant inuence Fabian (1986) and Patzer (1991) claimed that a longer
on the eect of advertising can be divided into three advertisement can increase the memory of the adver-
categories; advertisement factors; environmental factors; tisement by repeating the same information. Advertis-
and audience factors. Studies about advertisements are ing agencies believe that 15-second commercials are
summarised and categorised in Table 3 according to from 5090% as eective as 30-second commercials in
the topics and advertising media. creating learning and attitudinal change. Mord and
Gilson (1985) claimed that 15-second television com-
mercials were not as eective as 30-second commer-
2.3.1. Advertisement factors cials in the viewpoint of transferring information,
2.3.1.1. Design factors. Design factors are related to inducing interests and providing credibility of the
the question of how to design the advertisement advertisement.
eectively. They include the size of the advertisement,
use of colour, music/sound eects, presence of animation 2.3.1.2. Content. Related to the design of the
and length of the commercial. Several studies have been advertisement, the content of an advertising message
performed about the size of the advertisement across is a primary factor especially for the marketers and
dierent advertising media, such as sign boards, advertising agency. Content is mainly related to the
magazines, newspapers and web banners. The results storyline and presentation of the message, whereas
show that the eect of advertising improves as the size of design factors are more related to the capabilities
the advertisement increases (Hendon 1973, Cho 1999, of transmitting media, such as size, multimedia
Baltas 2003, Chandon et al. 2003) and the improvement functionality and length of message.
caused by the increase of the size showed a curvilinear The content of the advertisement can be divided
shape following a square root curve (Hendon 1973). into two groups, like cognitive and aective, according
 360 T. Park et al.

Table 3. Findings from various advertising media.

Factors Reference Media Issues

Size Hendon 1973 Magazine/ The impression of advertising message increases approximately with
Grnhaug et al. 1991 Newspaper the square root of the increase in size
Pieters 2004 Advertisement readership is positively related to the size of
advertisement
Surface size of pictorial element has no signicant eect on attention.
Mixture of text and brand element can increase the global
attention
Cho 1999 WWW In the low involvement to the site, bigger size increases click rate. In
Chandon et al. 2003 the high involvement to the site, however, size does not make a
signicant dierence
Baltas 2003 Picture presence is negative for small banners whereas it tends to be
positive for larger banners
Size of the banner has generally positive eect on the click-through
rate
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Colour Grnhaug et al. 1991 Magazine/ Number of multiple colour is positively related to the advertisement
Sparkman and Newspaper readership
Austion 1980 Colour advertisement increased 41% of sales compared to black and
white
Length Rethans et al. 1986 TV The length of advertisement has positive eect on learning and
Singh and Rothchild negative eect on tedium
1983 Short (10 seconds) commercial works as good as long (30 seconds)
Mord and Gilson one when conveying brand name, whereas long commercial is
1985 better when delivering the claim of advertisement
Even when the length of advertisement gets shorter, the perceived
irritation does not decrease
Music/Sound Park and Young 1986 TV Music has a facilitative eect in the low involvement condition, and
Tom 1990 distracting eect in cognitive involvement condition
Specially created music is better than parodies and original scores for
remembering
Rae and Brennan WWW The use of sound and the use of a click here 4 message did tend to
1998) improve the eectiveness of the advert, whereas the animation did
not
Animation Bayles and Chaparro WWW Regardless of animation state, fewer than half the participants were
2001 able to recall the presence of an advert
Cho 1999 Signicant eect of the presence of animation to click-through rate
was found
Chandon et al. 2003 The positive eect of animation is signicant for small size banner,
Baltas 2003 but not signicant for large size banners
Sundar and Large-sized and few framed short message banner without company
Kalyanaraman 2004 logo is found to be eective
Fast animation speed increases attention grabbing, whereas slow
animation speed enhances the overall appeal
Rau et al. Mobile Multimedia banner is better in recognition and memorisation than
static banner
Context/Clutter Houston 1979 Magazine/ Perceived clutter is relatively lower than TV/radio, still have
Ha 1996, Ha and Newspaper negative eect by hindered search and disruption
Litman 1997
Elliott and Speck 1998
Mord and Gilson 1985 TV Younger viewer is most sensitive to the clutter
Elliott and Speck 1998 TV is the most related media with the advertising clutter
Murry and Dacin 1996 Positive emotions inuence evaluations via simple decision heuristics,
while negative emotions motivate detailed analyses
Stevenson et al. 2000 WWW When playing full motion commercials on the web, simpler
Cho 2003 background enhances the attitude of audiences to commercials,
brand and site
Congruency between programme and ads produces better advertising
eects
Chen and Kotz 2000 Mobile Two ways of using context are suggested; active context and passive
context
Hristova and OHare The component of context is categorised as four groups: computing;
2004 user; physical; history

(continued)
 Behaviour & Information Technology 361

Table 3. (Continued).
Factors Reference Media Issues
Repetition Rethans et al. 1986 TV As the frequency exposure to advertisement increases, the positive
Pechmann and Stewart learning and negative tedium increase
1998 Wear-in and wear-out eect by repetition are inuenced by
Kirmani 1997 involvement, distribution of exposure, persuasion path,
competition, and a few other factors
Relationship between repetition and brand quality is mediated by
perception of the condence rather than by irritation or boredom
Danaher and WWW The longer a person stays on a particular web page, the more likely
Mullarkey 2003 they are to remember advertisement. Minimum required time is 40
sec
Attitude Mittal 1994 TV Majorities of viewers consider TV commercials to be lacking in
Alwitt and Prabhaker information and honesty, and to be deceptive, boring, annoying,
1994 insulting and trivial
Interaction eect between demographic characteristics and other
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variables, such as income, attitude to TV programme and age,

exists on the attitude toward TV commercials
Brackett and Carr 2001 WWW Entertainment, informativeness, irritation, credibility, and
Chen and Wells 1999 demographic variables inuence attitude to the advertisement
Cho 2003
Attitude to site is found to be composed of three factors;
entertainment; informativeness; and organisation
Positive attitude to general and individual advertisement inuences
the click-through rates
Tsang et al. 2004 Mobile Consumers generally have negative attitudes toward mobile
Okazaki 2004 advertising unless they have specically consented to it
Perceived infotainment and irritation are predecessors of attitude to
advertising, which inuences willingness to access
Involvement Norris and Colman Magazine/ The more deeply the subjects were involved in the articles, the less
1992 Newspaper they remembered about the accompanying advertisement
Krugman et al. 1995 TV Viewer watches TV commercials, show slow brain wave, whereas
Tavassoli et al. 1995 they show fast brain wave when watching newspaper/magazine
advertisement. TV watching
Excessive level of involvement to TV programme decreases ad
memory and attitude to advertisement
Cho 1999 WWW In high involvement situations, people are likely to click banners
Yoon and Kim 2001 because of the information provided, whereas in low involvement
Dahl et al. 2002 situations, people tend to be inuenced by peripheral cues, such as
size and colour
Internet advertising is better suited for high involved as well as
rationally oriented consumers
High-involvement-product website increases brand attitude whereas
low-involvement-product website does not. Visitors to functional
product want to nd information, whereas visitors to expressive
product want to interact with and enjoy
Rau et al. Mobile Low involvement to the site helps the eect of advertisement,
whereas memorisation is not aected by high involvement

to the relative focus to which the message appeals. the relative eect of verbal description vs. illustration
Informative messages rely on the cognitive processing was studied, which showed that relatively large images
of the audience, which is more eective on functional with detailed descriptions are most eective when
products, whereas aective messages appeal to emo- compared to description-only, image-only and image
tional processing, which is suitable for expressive and with simple description (Rossiter and Percy 1980,
playful products. Levin 1981, Levin et al. 1987).
Also, the representation of the story is found to be
inuential for the memory of the advertising message. 2.3.2. Environmental factors
Researchers considered that illustrations can improve 2.3.2.1. Context and distracter. The context of the
the memorability for students, causing them to nd advertisement and distracters in its surroundings has
further information through content and producing a been considered as a primary environmental factor.
nice attitude towards the corresponding subject. Also, Research about context eects has been conducted,
 362 T. Park et al.

focusing mainly on clutter eects (Ha and Litman 2.3.3. Audience factors
1997, Zhao 1997). In addition, the impact of general 2.3.3.1. Experience and attitude. The exposure to
and/or competitive advertising clutter on memory for advertisements, together with real experience, tends to
the advertised product or brand was studied (Kent build an attitude within consumers that can be re-
1993). inforced or weakened over time. The attitude of
A number of studies dealt with the eect of context consumers is divided into attitude to brand, advertising
in web advertising on a banner. The majority of them media and the advertisement itself. Generally, consumer
showed that the complexity of the website and back- attitudes to advertising have been found to be negative
ground is an important factor in banner-style web even though some audiences have a favourable attitude
advertisements (Danaher and Mullarkey 2003). Ac- when the advertisement is thought to be informative.
cording to the study of Tavassoli et al. (1995), low-to- Zanot (1984) found that consumer attitudes toward
moderately involved viewers experienced a higher level advertising became negative after the 1970s (Zanot 1984,
of recall and recognition of embedded advertising than Alwitt and Prabhaker 1994, Mittal 1994). Consumer
did those viewers who were highly involved when they attitudes towards dierent media (TV, broadcasting,
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were asked to remember the billboard advertisement magazines, newspapers, Yellow Pages and direct mail)
embedded in a football game. In this sense, the were investigated and the fact that TV and magazines
environment in which the advertisement is presented exhibited the highest level of communication problems
has also been found to work as a distracter. In wireless was discovered (Elliott and Speck 1998).
advertising, the concept of context needs to be Attitudes toward online advertising media have
expanded because the environment of mobile advertis- been studied extensively. The integrated web advertis-
ing includes not just accompanying information, but ing attitude model was developed based on the premise
also the location, time and tasks. Four components are that the perceived entertainment, informativeness,
suggested in order to cover various aspects of context; irritation and credibility of an advertisement aect
computing; user; physical; time. The computing con- the consumers attitude (Brackett and Carr 2001). A
text includes network connectivity, bandwidth and consumer-attitude study about receiving text message-
nearby resources. User context means the user prole, based mobile advertisements showed that the respon-
location and social situation. Physical context is about dents generally have a negative attitude to receiving a
the physical environment, such as lighting, noise level mobile advertisement but their attitudes were favour-
and temperature. The fourth context, time, means time able if it was received with permission. Similar to
of day or week and season of the year (Chen and Kotz previous research, entertainment, credibility and in-
2000, Hristova and OHare 2004). formativeness were positively correlated to the overall
attitude, whereas irritation was negatively correlated to
2.3.2.2. Exposure time and repetition. Several studies it (Tsang et al. 2004).
show that the recall rate increases as the exposure time Even if the same kind of advertisement is presented
increases. The link between attention to advertising to the audiences, the eect could be dierent according
and viewing duration is closely related to consumer to the media by which the advertisement is conveyed.
information processing of advertising copy. The infor- Dierent vehicles generate dierent communication
mation theories emphasise that eectively processing eects upon the same audience with the same adver-
of the content of an informative stimulus is essential if tisement (Aaker and Brown 1972, Assmus 1978). The
any meaningful processing is going to take place. For eect of various sources of information, such as TV,
the web banner advertisement, web page exposure magazines, person-to-person, store visits and brand-
duration makes a signicant inuence on the recall and rating publications, was examined. Each information
recognition of an advertisement (Mayer and Moreno source showed dierent eects by product attributes.
2002, Danaher and Mullarkey 2003). For the web advertisement, the attitudes toward both
Repetition of the advertisement was found to be specic website and general web advertising inuence
positively related to the rate of recall, which, however, the eect of advertisements (Houston 1979, Cho 2003).
showed a complex pattern. When the advertisement is
rst launched, the eectiveness increases as the number 2.3.3.2. Involvement. The concept of involvement has
of repetitions increase. After a number of repetitions, been studied as an important factor of advertising.
however, the eect of the advertisement is saturated Involvement was dened in terms of the number of
and subsequently starts to decrease if the repetition personal connections between the stimulus and the
exceeds a certain point. The two-factor cognitive viewer. According to the level of involvement, the
model was adopted to explain the trend of eectiveness process of receiving information in advertisements is
according to repetition, which suggested two factors, quite dierent (Krugman et al. 1995). When audiences
learning and tedium. are highly involved with a product, they tend to be very
 Behaviour & Information Technology 363

receptive to most information related to it and pay knowledge, attitudes toward advertising, behavioural
more attention to the content of the advertisement intention and social norms, also have an inuence
(Bloch et al. 1986, Houston 1979). Since it is hard to (Bauer et al. 2005). Barnes (2002) built a research model
measure involvement directly, it should be estimated for wireless interactive advertising and chose social
by other related measurable variables. Zaichokowsky norms, user motives, mode, time and location and
(1985) developed an index, the Personal Involvement personal characteristics as important aspects that
Inventory, which captures the concept of involvement inuence consumer information processing.
for products. He categorised involvement as personal, A framework for personalising the advertisement
physical and situational and devised an index for according to the traits of the consumer is proposed for
measuring involvement level. e-commerce, which claims that the design and pre-
sentation of information need to be changed according
to the emotional state of the audience. This model
2.3.4. Implications for mobile advertising divided media and communications technology into
Factors covered in this section are expected to play an three layers, such as physical, code and content. Also,
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important role when using advertising in the mobile it picked out hardware, interaction, visual/functional
environment. Because of the inherent constraint of aspects, substance and form as key factors that
physical size originated from mobile characteristics, inuence psychological eects (Saari et al. 2004). In
the information delivered to the audience should be the survey study, questionnaires were given to mobile
limited to a certain amount, which in turn encourages users living in the Tokyo area, asking about their
the use of multi-modal stimuli for eective commu- attitudes toward pull-type wireless advertisements and
nication. The limited amount of information gives an their willingness to click on the advertisement. The
implication that advertisements appealing to emotions result shows that external search, content credibility
would be more appropriate for the mobile envi- and attitude toward advertisements are considered as
ronment, but the rather high involvement level of antecedents of willingness to access (Okazaki 2004).
mobile media suggests that cognitive processing of Previous research has focused on specic features
the message could be dominant. Also, the attitude to that are special for the mobile environment, such as
mobile communication makes it hard to tell which type consumer acceptance and personalisation. Issues raised
of message, either emotional or cognitive, is more in dierent advertising media, however, also need to be
eective. The information processing of an advertise- taken into account when understanding mobile adver-
ment is also inuenced by the surroundings, like tising because those factors interact with one another
context and distracter. Especially, the concept of and could have dierent consequences.
context for the mobile advertisement needs to be Based on the literature presented above, the factors
extended because the surroundings include not only inuencing advertising are divided into three cate-
the competing information, but also location, time and gories; design, environment, and audience factors. The
task. Together with where and when the consumer consideration of the presented factors, the general
receives the advertisement, what the consumer is doing conceptual model for advertising, which explains the
should also be considered as part of the environment. relationship between the factors and the underlying
process, is shown in Figure 1 (Petty and Cacioppo
1981, 1983, Vakratsas and Tim 1999).
3. Framework for mobile advertising The rst group of factors is related to the
A number of conceptual and business models are advertisement itself. Primary factors in advertising are
proposed, focusing on dierent aspects of mobile design, contents and vehicle on which the advertise-
marketing. Dickinger et al. (2004) suggested a con- ment is transferred. Since each vehicle has dierent
ceptual model for SMS marketing by exploratory study, capabilities, such as display size, resolution, colour
which comprises three groups of factors; message representation and availability of audio, the design of
success factors; media success factors; and success the advertisement is inuenced and sometimes re-
measures. A conceptual model about consumers will- stricted by the vehicle. The characteristics of the vehicle
ingness to accept mobile advertisements hypothesised make a dierence to the content of the advertise-
four factors, such as the role of mobile medium, the ment. Design factors and content of the advertisement
development of technology, personalisation of the interact with each other; content of the advertisement
message and regulation regarding privacy (Leppaniemi sometimes determines design factors by selecting the
and Karjaluoto 2005). Another empirical study about most eective way of expressing it and design factors
the acceptance of mobile advertisements reveals that restrict the content of the advertisement according to
perceived utility and risk are primary factors that have a the situation. The second category is related to environ-
real eect, although other factors, such as existing ment, within which the advertisement is presented. An
 364 T. Park et al.
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Figure 1. Conceptual framework for advertisements on mobile phones.

advertisement is basically an inactive information (Proctor and Van Zandt 1994). Advertising is per-
presentation. That is to say that the advertiser presents ceived as a stimulus in the sensation stage. The design
an advertisement to audiences who are generally not factors of an advertisement are most inuential in this
much interested in it. Because of this feature, situation stage. Multi-modal stimulus also plays a role in this
and context of the environment play an important role stage. The contents of the advertisement then have an
when the audience watches the advertisement. More- eect in the perception stage. Sensory input builds a
over, the basic indierence to the advertisement of perceived image and it works as a cue for retrieving
audiences encourages the advertiser to combine useful memories stored in the long-term memory. Also, the
information and advertising. In this case, the infor- perceived image is recognised as a message, that is, an
mation works as a distracter. If an audience is so advertisement. It is supposed that there is an interac-
absorbed in the information, the advertisement is tion between recognition and recall of advertisements.
usually ignored, which can be explained by attention The attitude and experience of audiences have an eect
theory with limited resources. Likewise, other sur- on the recall of the advertisement through the long-
roundings, such as the time and place in which the term memory. Environmental factors, context and
advertisement is presented, can aect the eect of the distracter involve attention, which can have a big
advertisement either positively or negatively. inuence on the whole process from sensation to recall.
The third group is related to the audience. It is very Finally, the satisfaction to the advertisement and
hard to estimate the eect of an advertisement on an purchase intent are determined through the process
individual because information processing of a person stated above. In turn, the satisfaction and purchase
varies widely according to ones own experiences, intent would update the attitude and experience, which
attitude and many other characteristics. Experiences will have an inuence next time (Weilbacher 2003).
including pre-built brand images make a dierence to
the recall of an advertisement. Attitude to the vehicle is
also an inuencing factor on the eectiveness of an 4. Case studies
advertisement (Cho 2003). For example, people tend to In order to analyse the current trends in the mobile
think that a product that is advertised on TV is more advertisement market, 53 dierent mobile advertise-
reliable when compared to a product that is advertised ment case studies were collected from a range of
in a spam mail, even though the content of the dierent sources. The case studies are tabulated based
advertisement is the same. on their dierent characteristics (Table 4). Items such
The procedure of processing advertisement infor- as the company that created the advertisement, date it
mation can be explained by information theory was created, product name and category, business
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Table 4. Mobile advertisement case studies.

Product name
Type and type Business objective Marketing technique Target audience and place Outcome Reference and date accessed

Push Emporio Armani Increase awareness of new Free t-shirts Appropriate customers, Response rate http://www.fantextic.com/casestudies/case_
Clothes store opening, increase Europe (London) 16.60% armani.html (September 2005)
footfall over opening
weekend
Pull Cadburys Drive sales, create brand Various prizes Teenagers, Europe Response rate http://www.fantextic.com/casestudies/case_
Candy bar, food awareness, gain (England) 8% Cadbury.htm (September 2005)
information on
chocolate-eating
behaviour
Push Barclays Raise awareness, reach Various prizes 1417 year olds Response rate http://www.fantextic.com/casestudies/case_
Youth bank audience through new 5.8% Barclays.htm (September 2005)
account medium, educate and
convert new customers
Push Long Time Dead Create a buzz and drive Provides answers to 1824 year olds NA http://www.fantextic.com/casestudies/case_
Movie people to watch lm questions UIP.htm (September 2005)
Push The Box Build better relationship Cash giveaway 1534 year olds, Europe Response rate http://www.fantextic.com/casestudies/case_
Music Channel with viewers (UK) 13% thebox.html (September 2005)
Push Sneak Build awareness of new Various prizes 1115 year old girls Size of SMS database http://www.fantextic.com/casestudies/case_
Gossip magazine magazine, attract created sneak.html (September 2005)
customers, build 16 881
relationships with
customer
Push Sport Relief Raise funds for Sport Tickets and other Europe (UK) Amount of money raised http://www.fantextic.com/casestudies/case_
Fund raiser Relief prizes $425 000 sportrelief.html (September 2005)
Push Panasonic Create awareness and Create awareness Early adopters market Number of SMS sent http://www.fantextic.com/casestudies/case_
Mobile phone desire for phone 4566 panasonic.htm (September 2005)
Push WKD Increase sales, gain Various prizes 1825 year old football Response rate http://www.fantextic.com/casestudies/
Beverage information about fanatics, Europe (Britain) 3% case_wkd.htm (September 2005)
customers drinking
behaviour
Pull Novartis, nasal Promote its product Information Hayfever suerers, Europe Response rate http://www.fantextic.com/casestudies/case_
spray (UK) 19% Novartis.html (September 2005)
Medicine
Pull CompUSA Reach a targeted Discount coupon High-income, tech savvy Used coupon http://www.avantgo.com/products/
Behaviour & Information Technology

Electronics audience mobile technology 5% customers/demos/compusa/compusa_

professionals, USA casestudy.pdf (September 2005)
Push Kelloggs Create excitement and Various prizes Unknown SMS opt-ins http://mmaglobal.com/modules/wfsection/
Food brand interaction 12474 article.php?articleid26 (September 2005)
Push Dunkin Donuts Entice trial of their hot Coupon High school/college age Increase in store trac http://mmaglobal.com/modules/wfsection/
Food lattes students, USA (Boston) 21% article.php?articleid19 (September 2005)
Push Herbal Essence Reach teens and young Music, content, Teens and young adults, NA http://mmaglobal.com/modules/wfsection/
Hair care adults, strengthen images, messages USA article.php?articleid17 (September 2005)
relationship with
customers, promote sale
of their products
Pull MasterCard Create awareness of Music and 1824 year olds Click rate http://mmaglobal.com/modules/wfsection/
Credit card internship programme, entertainment 3% article.php?articleid27 (September 2005)
strengthen customer content
relationship, create buzz
Push The Weather Extend Weather Channel Weather Info. Business travellers, USA NA http://mmaglobal.com/modules/wfsection/
Channel brand article.php?articleid37 (September 2005)
Service
365

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Table 4. (Continued).
366

Product name
Type and type Business objective Marketing technique Target audience and place Outcome Reference and date accessed

Pull Chingy Increase awareness of artist Coupon USA Opt-ins http://mmaglobal.com/modules/wfsection/

Entertainment 1234 article.php?articleid24 (September 2005)
Push Nike Generate buzz Prizes Hip urban adopters, USA NA http://mmaglobal.com/modules/wfsection/
Shoes (New York) article.php?articleid33 (September 2005)
Push Levis Increase sales, create Prizes 1625 year olds, USA Bought product from store http://mmaglobal.com/modules/wfsection/
Clothes buzz, build awareness of 8% article.php?articleid12 (September 2005)
promotion, drive people
to watch superbowl
commercial and to visit
Levis web site
Push Reebok Increase store trac, Hearing a celebritys 1626 year olds, USA urban NA http://mmaglobal.com/modules/wfsection/
Shoes promote NBA voice areas article.php?articleid11 (September 2005)
merchandise, build
awareness of Finish Line
retail stores
Push FCUK Build brand awareness, Gift certicate USA and Europe (UK) NA http://mmaglobal.com/modules/wfsection/
Clothes collect customer article.php?articleid8 (September 2005)
information
Push SFVC Engage fans, provide Prizes USA Response rate http://mmaglobal.com/modules/wfsection/
Football game branding exposure 5.50% article.php?articleid20 (September 2005)
Sports
Push Dunkin Donuts Generate excitement about Coupons, prizes Europe (Italy) Sales increase http://www.mobile365.com/media/pdf/case_
Food new stores, hire new 20% studies/365_dunkindonuts.pdf (September
employees 2005)
Push Mac Donalds Draw customers Coupon Australia NA http://www.plusone.com.au/smsstudies.php
Food (September 2005)
Push Hilton Increase guest numbers and Specials and Unknown Uptake of oers sent out http://www.plusone.com.au/smsstudies.php
Hotel create loyalty promotions 1025% (September 2005)
T. Park et al.

Push Fuel Watch Obtain customer Money Australia (Brisbane) NA http://www.plusone.com.au/smsstudies.php

Service information, brand (September 2005)
exposure
Push Girlfriend Obtain customer Special oers Girls Size of SMS database http://www.plusone.com.au/smsstudies.php
Magazine information created (September 2005)
40 000
Push Telestra Create awareness, Competition Unknown NA http://www.plusone.com.au/smsstudies.php
marketing list (September 2005)
Pull Citibank To enable customers to Information, Citibank customers, 12 NA http://www.mobile365.com/media/pdf/case_
Bank access information, competition countries in Asia and studies/365_citibank.pdf (September 2005)
through their phones and Europe
receive latest nancial
news and stock prices
from all over the world
Push Dove Introduce interactive mobile Live voting USA NA http://www.mobile365.com/media/pdf/case_
Skin care element to traditional studies/365_dove_ogilvy.pdf (September
marketing eort 2005)
Push MSN Hotmail To enable customers to Checking email Asia Pacic NA http://www.mobile365.com/media/pdf/case_
Service check their email on-the- studies/365_msnhotmail.pdf (September
go, increase web trac 2005)
for Hotmail, increasing
ARPU for mobile
operators

(continued)
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Table 4. (Continued).
Product name
Type and type Business objective Marketing technique Target audience and place Outcome Reference and date accessed

Push London 2012 To prove this could be a Supporting the bid Europe (London) NA http://www.mobile365.com/media/pdf/case_
Olympics wonderfully diverse and for the Olympics studies/365_london2012.pdf (September
Sports open city in which to 2005)
hold an event that unites
the world
Pull Shazam Provide music lovers with a Information about Europe (UK) NA http://www.mobile365.com/media/pdf/
Music way to identify music, music of interest case_studies/365_shazam.pdf (September
provide another way to 2005)
sell music
Push Mobile Kung Fu Bring virtual gamers Multiplayer game Virtual gamers, worldwide NA http://www.mobile365.com/media/pdf/case_
Game together in new format, studies/365_siemens_kungfu.pdf
ensure partners retained (September 2005)
market share in tough
new battleground
market
Push Java Enable rapid and global Over the air Unknown NA http://www.mobile365.com/media/pdf/case_
Mobile developments of micro-payment studies/365_siemens_payment.pdf
applications downloadable service for (September 2005)
mobile subscribers,
means of collecting
money for low value
content
Push Shopping centre Make shopping more fun, Promotions, coupons, Shoppers, Asia Pacic NA http://www.mobile365.com/media/pdf/case_
Mall increasing the revenue competitions (Singapore) studies/365_singaporeshopping.pdf
per mall visitor (September 2005)
Push Charlies Angels Generate buzz and Various mobile Nine territories worldwide NA http://www.mobile365.com/media/pdf/case_
Movie excitement for movie content, tickets studies/365_sony.pdf (September 2005)
Push Lexmark Provide seamless, real-time Competitions, prizes Event participants, Response rate http://www.mobile365.com/media/pdf/case_
Indy300 service that delivered Australia 12% studies/365_txtstation.pdf (September
Sports on-screen chat and 2005)
promotional messages
Push Alien vs Predator Produce promotional Free wallpaper Europe (UK) Size of SMS database http://www.mobile365.com/media/pdf/case_
Movie material that would carry created studies/365_twentieth.pdf (September
Behaviour & Information Technology

the ve-digit short code 20 000 2005)

promoting the service
Push Virgin To promote the new singles Various prizes Teenagers and young Response rate http://www.mobile365.com/media/pdf/case_
Music of two bands, to attract adults, Europe (France) 10% studies/365_virgin.pdf (September 2005)
teenagers and young
adults to create fan
communities
Push VIVA TV To be the rst German Information, buying Europe (Germany) NA http://www.mobile365.com/media/pdf/case_
Music channel to oer an tickets and CDS studies/365_viva.pdf (September 2005)
innovative and
user-friendly mobile
commerce solution to its
entire audience
Push Volvo Drive trac to the Volvo Mobile movie Young urban ocials, NA http://www.mobile365.com/media/pdf/case_
Car website and generate Europe studies/365_volvo.pdf (September 2005)
interest in the car

(continued)
367
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368

Table 4. (Continued).
Product name
Type and type Business objective Marketing technique Target audience and place Outcome Reference and date accessed

Push ZDNet. Drive trac to the site and Free SMS from Asia Pacic, Australia NA http://www.mobile365.com/media/pdf/case_
Technology increase usage in a website studies/365_zdnet.pdf (September 2005)
website cost-eective manner
Push World Records Build awareness of store, Win prizes Youth, USA (California) Opt-ins http://www.netinformer.com/casestudy/
Store increase youth readership 15% world.html (September 2005)
Music and music CD sales,
build database of opt-in
numbers, increase youth
readership
Push WB20 Increase repeat viewer ship, Various prizes USA (San Francisco) Opt-ins http://www.netinformer.com/casestudy/
TV create interaction 43% WB20.html (September 2005)
between viewers and
station brand, build
database of opt-in
numbers, extend
sponsorship beyond TV
Push The Bakerseld Increase awareness of its Coupon Youth, USA (California) Opt-ins http://www.netinformer.com/casestudy/
Californian new oering, promote 95% baca.html (September 2005)
Newspaper brand through multiple
media, gauge local
opinion, engage youth
audience, build database
of opt-ins
Push Oakland Deepen fan loyalty and Coupon Baseball fans, USA Response rate http://www.netinformer.com/casestudy/
Athletics involvement, promote (Oakland) 25% oaklandAs.html (September 2005)
Sports and increase ticket sales,
increase return
T. Park et al.

attendance, build a
database of opt-in
numbers
Push Oakland Deepen fan loyalty and Coupon Baseball fans, USA Response rate http://www.netinformer.com/casestudy/
Athletics involvement, promote (Oakland) 12% oaklandAs.html (September 2005)
Sports and increase ticket sales,
increase return
attendance, build a
database of opt-in
numbers
Push TGIF To induce people to have Coupon Metropolitan area resident NA http://www.aircross.com/eng/casestudy/
Restaurant lunch at TGIF Asia Pacic (Seoul) case0100.html (September 2005)
Push Cafe Latte Publicity of Cafe Latte Lottery 2029 year olds, Asia Pacic Enlistments http://www.aircross.com/eng/casestudy/
Food event and leading (Korea) 35 000 case0500.html (October 2005)
immediate participation
Push Coca Cola Create awareness of Various prizes 2039 year olds, Asia Pacic NA http://www.aircross.com/eng/casestudy/
Food promotion (Korea) case0400.html (October 2005)
Push TOTAL Build customer relationship Loyalty points UK Response rate http://www.mindmatics.co.uk/en/
Reward card and promote the use of 10% index.html?ash1(October 2005)
loyalty card
Push Vodafone Reinforce brand imaging Prize UK Response rate http://www.winplc.com/docs/WIN_Vodafone_
Service 10% Case_study.pdf (October 2005)

SMS simple messaging service; NA not applicable.

 Behaviour & Information Technology 369

objective, marketing technique, target audience, place spend, making them a good target audience for mobile
where the campaign was carried out, outcome and advertisements. A study conducted by Haghirian et al.
criteria are tabulated. Business objective describes the (2005) found that the youth are a lot more receptive
aim of the company, such as increasing awareness, towards mobile advertisements than older audiences,
raising funds and driving sales. The marketing who have a more sceptical attitude towards this form
technique is the method used to accomplish the of advertising. They also found that, opposed to older
business objective. This can be in the form of prizes, customers, the younger consumers attach more value
coupons, giveaways or other methods. The outcome to mobile advertising. These factors combine to make
shows the numerical value associated with the measure the youth an ideal target audience in creating a
of success rate that the case study has determined. This successful advertising campaign. Another reason for
could be the percentage of people who responded, opt- focusing on youth would be their familiarity with new
in rate, size of SMS database acquired, amount of technology such as SMS and MMS. However, there
money collected, etc. Opt-in rate describes the number exists a barrier that hinders older people from actively
of consumers who agreed to receive more advertise- using new ways of communication, such as messaging.
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ments in the future. Other items also entered in the In the early stages of introducing new technology, it is
table were advertisement design, which categorises the safer to target the generation that is more open to new
way in which the mobile advertisement was publicised. things.
There are two types of interaction, push and pull, and
the interaction type used in the advertisements is also
4.3. Environmental factor
categorised. The characteristics of the mobile adver-
tisements are then analysed to nd trends and to come 4.3.1. Observation 3: Mobile advertisements use media
up with a set of generalisations of techniques used by combinations, such as print advertisements or TV to
successful campaigns. Observations are divided into draw customer interest
three groups based on the framework suggested. Most mobile advertisements use some type of media
combination to draw consumer interest before sending
them advertisements. This method is used so as to ensure
4.1. Advertisement factor
that customers do not perceive the mobile advertisements
4.1.1. Observation 1: Most mobile advertisements are as spam. This is most often done through the use of print
for the entertainment industry advertisements, such as notice boards, magazines and
A large amount (42%) of mobile advertisement newspapers, or through TV and radio advertisements.
business cases that can be found are for the entertain- From the case studies, mobile advertisement is combined
ment industry. The entertainment industry covers a with magazines and billboard at 49%, web and email at
range of dierent categories or products, such as 37% and TV and radio at 14%.
movies, sports, games and music. Since entertainment These types of advertisements ask users to SMS a
is something that is of interest to almost everyone, it is number to receive some prize or information, they then
a category of advertisement that will draw consumer send out advertising messages after receiving the users
interest and that is found to be acceptable to them. phone number and information. One of the successful
Many mobile advertisements for entertainment receive advertisement campaigns that utilised this form of
high response rates, such as the WB20 TV advertise- advertising was by the music channel, The Box.
ment where viewers are encouraged to send a SMS to Customers were requested to register through TV
win a cash prize. A total of 43% of participants opted advertisements and after that were sent SMS adver-
in for future oers, which is a higher rater than that tisements on their phones persuading them to watch
experienced by most other industries. the channel to win competitions. This campaign
received a 13% response rate. One of the main reasons
this campaign was successful is because it ran on one of
4.2. Audience factor
the strongest performing music channels in the UK
4.2.1. Observation 2: Mobile advertisements most and also in order to win prizes viewers had to watch
often target youth audiences the channel, thus increasing viewership.
Another common element found in successful mobile
advertisements is that they are mainly targeted to
youth audiences. Out of 31 cases, 11 specically target 4.3.2. Observation 4: Mobile advertisements most
the youth, which categorises people from 1230 years commonly oer rewards in the $0 10 range
old. Out of the case studies presented, the highest
Todays youth are very technology-savvy and also percentage oered rewards in the $0 10 range as
have a lot of disposable income that they are willing to can be seen in Figure 2.
 370 T. Park et al.
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Figure 2. Distribution of rewards.

These are mostly in the form of coupons for free advertising media, not much detail has been investi-
products that the customer could immediately claim gated yet, which is partly because of the rapid
upon visiting the selected store. Dunkin Donuts very advancement of wireless technology and the change
eectively used this form of advertising as can be seen of usage pattern. Based on the case studies published
in its case study. They would oer free coee to by a mobile media company, four observations about
consumers through mobile coupons, in return 90% of product, target audience, media combination and
the consumers who redeemed the coupon also pur- rewards are made. However, there exists some limita-
chased another product. By using this method of tions when gathering and evaluating case studies
advertising Dunkin Donuts experienced a 21% published in the press. The primary problem is that
increase in store trac. A study conducted by Pastore case studies are selected subjectively by the media
(2002) found that 88 percent of the core mobile company, which makes the distribution of case studies
phone market would be interested in an advertising biased. Another problem is that it is hard to get
scheme where they received a coupon, for which they quantitatively meaningful results because they do not
can be reimbursed, and a further 31 percent expressed have enough information to measure the eectiveness
more enthusiasm by stating they would actually precisely. For example, some case studies provide
welcome such marketing. When oering prizes to response rate as a measure, where others provide opt-
consumers, it can be seen that oering many small in number, increase in sales and coupon-redemption
prizes has proven to be even more successful than just rate. It is not feasible to compare those case studies
oering a few big prizes. This principle, which was with the same standard. For generalising lessons
used by Girlfriend magazine in the case studies, worked learned from case studies, more data should be
because potential respondents will consider themselves collected and compared with the same measurement
more likely to win when oered many small rewards item.
(Bentley 2004). Therefore, it can be concluded that Under the framework suggested in this paper, the
oering small rewards vs. oering bigger rewards direction for future study is expected to be discovered.
positively contributes to the eectiveness of an As an example, the most appropriate way of advertis-
advertising campaign. ing over the mobile network, according to product
category, can be identied, which can directly be
related to an application of mobile commerce.
5. Conclusion Products that are suitable for trading through mobile
A framework for understanding advertising on mobile commerce are thought to be limited by several factors,
devices is proposed and three groups of factors are such as the attitude of customers to mobile advertise-
identied by an extensive review over related adver- ments and brand, interaction context, product cate-
tisement studies. In spite of a fair amount of interest gories and ease of access together with the emotional
and various attempts to use the mobile network as an component best suited for mobile marketing. Also, the
 Behaviour & Information Technology 371

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