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  • Effectiveness of Mobile Marketing

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    The document discusses a presentation about the effectiveness of mobile advertisements. It outlines an agenda that includes an introduction, objective, theory of reasoned action, hypothesis, and conclusion. It then discusses different marketing communication media, including mass media and personalized media like mobile SMS, polling and voting, sweepstakes, IVR, and mobile coupons. Finally, it presents eight hypotheses about factors that affect customer acceptance of mobile ads, including willingness to adopt new technology, existing knowledge, attitudes towards ads and perceived usefulness and risk.

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    Effectiveness of mobile marketing

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    The document discusses a presentation about the effectiveness of mobile advertisements. It outlines an agenda that includes an introduction, objective, theory of reasoned action, hypothesis, and conclusion. It then discusses different marketing communication media, including mass media and personalized media like mobile SMS, polling and voting, sweepstakes, IVR, and mobile coupons. Finally, it presents eight hypotheses about factors that affect customer acceptance of mobile ads, including willingness to adopt new technology, existing knowledge, attitudes towards ads and perceived usefulness and risk.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    Download as pptx, pdf, or txt
    24 views8 pages

    Effectiveness of Mobile Marketing

    Uploaded by

    krishnankuku
    The document discusses a presentation about the effectiveness of mobile advertisements. It outlines an agenda that includes an introduction, objective, theory of reasoned action, hypothesis, and conclusion. It then discusses different marketing communication media, including mass media and personalized media like mobile SMS, polling and voting, sweepstakes, IVR, and mobile coupons. Finally, it presents eight hypotheses about factors that affect customer acceptance of mobile ads, including willingness to adopt new technology, existing knowledge, attitudes towards ads and perceived usefulness and risk.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 8

    Effectiveness of Mobile Advertisement

    Presenter-Sudarshan Krishnan

    Agenda
    Introduction Objective Theory of Reasoned Action Hypothesis Conclusion

    Marketing Communication Media Mass Media


    TV & Radio Print Media Out Door Media Internet

    Personalised Media
    Mobile
    SMS Polling & Voting Sweepstakes IVR Mobile Coupons

    Factors Affecting Customers Acceptance of Mobile

    Advertisement Develop Customer Intension Model for Accepting


    Mobile Advertisement

    Behavioural beliefe & outcome evaluation

    Attitude towards behaviour Actual Behaviour

    Intension to behaviour

    Normative belief and motivation

    Subjective Norms

    Innovativeness

    H1
    Existing Knowledge

    H2
    Attitude towards advrt Preceived usefulnes Preceived Risk

    H3 H4 H5 H6

    H7
    Attitude towards mobile adverts

    H8
    Subjective norms

    Behaviour Intension

    Permission control

    H1.Willingness of individual to adopt new technology. H2.Knowledge about mobile communication H3.Consumer attitude towards mobile advertisement H4.Perceived usefulness of mobile advertisement. H5.Perceived Risks has negative impact on mobile advertisement H6.How the personal data is utilised by the marketers. H7.Behaviour of individual to mobile advertisement. H8.Attitude towards mobile advertisement.

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