Field Research on Establishing Innovative Mobile Advertising Business Models and Appraising Market Acceptance
Date Issued
2010
Date
2010
Author(s)
Wang, Chiu-Cheng
Abstract
The next wave of the advertising trend, after the internet advertising, is the mobile advertising. Nevertheless, due to the individual differences among the mobile devices, the development of mobile advertising can possibly be hindered. It is becoming critically important to pursue innovative business models in such chaotic and emerging mobile advertising market at this moment.
The research was conducted on two types of mobile devices. One is the ordinary mobile phone. The other is the smart phone. They were used to develop two different types of innovative mobile advertising business models. Single Advertising Model is designed for ordinary mobile phones which users implicitly account for most of the mobile phones users. Whereas the Platform Advertising Model is designed for iPhone users, it suits those users accounting for comparatively few but rapidly growing populations.
In order to appraise the market acceptances of these two advertising models, it is developed in this research to analyze from the perspectives of consumers, advertising agency, and social network. It is expected that the mobile advertising is not only innovative but also marketing viable.
Subjects
mobile advertising
business model
market acceptance
Type
thesis
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