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Mobile Advertising Acceptance

Mobile Advertising Acceptance Leppaniemi , M., & Karjaluoto , H. (2005). Factors influencing consumers' willingness to accept mobile advertising: a conceptual model. International Journal of Mobile Communications, 3(3), 197-213. Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22

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Mobile Advertising Acceptance

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  1. Mobile Advertising Acceptance Leppaniemi, M., & Karjaluoto, H. (2005). Factors influencing consumers' willingness to accept mobile advertising: a conceptual model. International Journal of Mobile Communications, 3(3), 197-213. • 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 37 • Auditorium 4, ITU, Copenhagen, Denmark

  2. M-Advertising Potential to become the best-targeted advertising medium USA: Mobile Web-based Advertising Europe: SMS and MMS based advertising

  3. Insights into M-Advertising Industry 3.1 Mobile is a growing advertising medium

  4. Insights into M-Advertising Industry 3.2 M-advertising is cost-effective

  5. Developing Technology and M-Advertising

  6. Fuller’s Five Critical Factors to Distinguish Email from Spam

  7. Choice (mobile marketing is acceptable only to consumers that opt-in to receive it) • Control (consumers who opt-in must have any easy way to opt-out of all mobile marketing) • Constraint (consumers should be able to set limitations on messages received) • Customisation (analytical segmentation tools will help advertisers optimise message volume, ROI, and relevancy to the consumer) • Consideration (consumers must perceive value in any mobile marketing campaign) • Confidentiality (privacy policies must be aligned between the carrier and the brand). MMA’s Code of Conduct: 6 C’s of Privacy

  8. Conceptual Model of Consumers’ Willingness to Accept Mobile Advertising

  9. Discussion

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