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
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;
Conference_Titel :
Mobile Business, 2006. ICMB '06. International Conference on
Conference_Location :
Copenhagen
Electronic_ISBN :
978-0-7695-2595-2
DOI :
10.1109/ICMB.2006.328140
