Essays about: "mobile and advertising"

Showing result 16 - 20 of 54 essays containing the words mobile and advertising.

1. 16. How to Advertise in 5 Inches or Less : A Qualitative Study Towards Mobile Advertising

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Gustavo Lima Moraes de Oliveira; Christoffer Lundberg; Fredrik Viktorsson; [2016]
   Keywords : Mobile advertising; smartphone; credibility; entertainment; informativeness; personalization; irritation;

   Abstract : Background: With the adoption of smartphones, a new mean of communication emerged for businesses, calling for deep knowledge on how to leverage this profitable direct-link to consumers. However, previous literature has mainly studied the subject from a quantitative standpoint with a theoretical foundation built on traditional advertising, hence, not studying the subject on its own. READ MORE

3. 17. Student Recruitment for the Mobile Generation : An Exploratory Study of Mobile Marketing Practices in the International Higher Education Industry

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Marian Zinn; Helen Johansson; [2015]
   Keywords : Mobile Marketing; Student Recruitment; Student Marketing; Admissions Marketing; Higher Education Marketing; Enrollment Funnel; Higher Education Institutions; Mobile Devices; Smartphones; University; Mobile Student Recruitment; Mobile Internet; Mobile Advertising; Mobiles Marketing; Studentenanwerbung; Studentenrekrutierung; Studenten-Rekrutierung; Studenten Marketing; Mobile Studenten Rekrutierung; Universität; Hochschule; Mobiles Internet; Mobile Werbung;

   Abstract : Background: In an increasingly market-driven and global higher education industry, characterized by growing international competition and the emergence of disruptive mobile technologies, higher education institutions (HEIs) are challenged to adopt innovative ways of marketing for student recruitment to sustain student enrollment numbers. Within this new landscape the concept of mobile marketing for student recruitment has become an important issue for HEIs. READ MORE

4. 18. Attitude is everything : towards social media mobile advertising

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Linn Fingalsson; Katalina Palma; Sindi Sheri; [2015]
   Keywords : Mobile advertising; Consumers’ attitudes; Social media; Entertainment; Informativeness; Credibility; Irritation; Permission-based advertising; Incentive-based advertising.;

   Abstract : Purpose: To explore what are the consumers’ attitudes towards mobile advertising in a social media context. Research questions: What are the consumers’ attitudes towards entertainment, credibility, irritation and informativeness in mobile advertising? What are the consumers’ attitudes towards permission-based advertising and incentivebased advertising in mobile advertising in social media context? Theoretical framework: This study was based on theories that helped to understand what are the consumers’ attitudes towards mobile advertising, what are the attitudes towards the dimensions of mobile advertising and the types of mobile advertising. READ MORE

5. 19. Playful Advertising: In-Game Advertising for Virtual Reality Games

   University essay from KTH/High Performance Computing and Visualization (HPCViz)

   Author : Xiaopeng Li; [2015]
   Keywords : In-Game Advertising; Virtual Reality; Interactivity; Immersion;

   Abstract : We present an early exploration of in-game advertising for virtual reality games. The study investigates what the impacts of interactivity and immersion on consumer learning and game experience are. First, we establish a theoretical grounding for understanding interactivity and immersion in virtual gaming environments. READ MORE

6. 20. Evaluating the Effect of Mobile Display Advertising - Guidelines on how to Advertise in the Mobile Channel

   University essay from Lunds universitet/Ekonomihögskolan; Lunds universitet/Företagsekonomiska institutionen

   Author : Anton Olivensjö; Gustav Sundberg; [2015]
   Keywords : Campaign Effect; Click-Through Rate CTR ; Engagement; Frequency; Mobile Advertising; Mobile Campaigns; Rich Media; Static Banner; Video; Technology and Engineering;

   Abstract : Abstract Title Evaluating the Effect of Mobile Display Advertising - Guidelines on How to Advertise in the Mobile Channel Authors Anton Olivensjö Gustav Sundberg Supervisors Charlotta Johnsson, Associate Professor, Department of Automatic Control, Faculty of Engineering, Lund University Carl-Henric Nilsson, Associate Professor, Department of Business Administration, School of Economics and Management, Lund University Staffan Engström, Head of Mobile, Schibsted Sverige AB, Sales and Inventory, Stockholm Issue of Study The mobile is a fairly new advertising channel, in which the time spent by consumers has rapidly increased. Advertising spendings are however not aligned, as companies do not fully understand the channel. READ MORE