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Consumer Attitudes towards Mobile Advertising

Consumer Attitudes towards Mobile Advertising Tsang, M., S. Ho, et al. (2004). "Consumer attitudes toward mobile advertising: An empirical study." International Journal of Electronic Commerce 8(3): 65-78. Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22

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Consumer Attitudes towards Mobile Advertising

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  1. Consumer Attitudes towards Mobile Advertising • Tsang, M., S. Ho, et al. (2004). "Consumer attitudes toward mobile advertising: An empirical study." International Journal of Electronic Commerce 8(3): 65-78. • Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22 • Facebook: http://www.facebook.com/group.php?gid=133258548012 • Etherpad: http://ietherpad.com/7y3drhMCnq • Thursday, 07-Apr-2011 • EB22: Online Marketing: Lecture 35 • Auditorium 4, ITU, Copenhagen, Denmark

  2. The Attitudes Puzzle Offline Ads: Negative Attitude Internet Ads: Positive Attitude Obviously, doesn’t apply to Banner Ads, Pop-up/under ads and misleading ads Informing and Entertaining Creative Aspects over Targeting and Placement

  3. Attitudes Towards General Advertising Increasingly negative after the 1970s Hindered Search Disruption Perceived Clutter Irritation

  4. Attitudes Towards Internet Advertising Content (Informativeness) Form (Entertainment) Novelty

  5. Model of Attitudes Toward Web Advertising

  6. Three Models of Mobile Advertising Permission-Based Advertising Incentive-Based Advertising Location-Based Advertising

  7. Attitudes towards Mobile Advertising:Research Framework

  8. Findings Critical Factors Entertainment Credibility Irritation Permission-Based Advertising might be the the solution to negative attitudes to mobile advertising

  9. Discussion

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