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1. 1. Effective mobile display advertising: The impact of product involvement and creativity

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Erik Schuss; Martin Söndergaard; [2016]
   Keywords : Mobile advertising; Product involvement; Brand intentions; Brand attitudes; Creativity;

   Abstract : Mobile advertising is rapidly becoming one of the most important media channels, but research is scant and the effectiveness contended. Not all product types are proven to be effectively advertised in the mobile phone, as attention in general is believed to be low. READ MORE