An Empirical Study to Evaluate the Location of Advertisement Panels by Using a Mobile Marketing Tool

Author

Maron, M. ; Magnus, Stephan

Author_Institution

Artificial Intell. Res. Group, Univ. of Koblenz-Landau, Koblenz, Germany

fYear

2009

fDate

27-28 June 2009

Firstpage

196

Lastpage

202

Abstract

The efficiency of marketing campaigns is a precondition for business success. This paper discusses how Bluetooth technology transfers the content of advertisement and collects market research information at the same time. Conventional advertisement media were enhanced by devices to automatically measure the number, distance, frequency and exposure time of passersby, making information available to evaluate both the wireless media as well as the location in general. This paper presents a study analyzing these data. A cryptographic one-way function protects privacy during data acquisition.

Keywords

Bluetooth; advertising data processing; cryptography; data privacy; Bluetooth technology; advertisement panel; cryptographic one-way function; data privacy; market research information; marketing campaign; mobile marketing tool; Bluetooth; Cryptography; Data acquisition; Data analysis; Data privacy; Frequency measurement; Market research; Protection; Technology transfer; Time measurement; Bluetooth; data acquisition; market research; mobile marketing; privacy;

fLanguage

English

Publisher

ieee

Conference_Titel

Mobile Business, 2009. ICMB 2009. Eighth International Conference on

Conference_Location

Dalian

Print_ISBN

978-0-7695-3691-0

Type

conf

DOI

10.1109/ICMB.2009.41

Filename

5169258