M. Decker (University of Karlsruhe, Germany)
Copyright: © 2007 |Pages: 5
DOI: 10.4018/978-1-59904-002-8.ch066


According to our comprehension, mobile advertising (also called “wireless advertising” or “mobile marketing”) is the presentation of advertising information on mobile handheld devices with a wireless data link like cellular phones, personal digital assistants and smartphones; however notebooks/laptops and tablet PCs are not considered as mobile devices in this sense, because they are used like stationary devices at different locations. For example SMS-messages with product offers would be a simple form of m-advertising. In this article we discuss the special features of m-advertising, but also the problems involved. Afterwards we name basic methods of m-advertising and compare their general strengths and weaknesses using a set of criteria.

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