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Advertising and Mobile: More than a Platform Shift

Advertising and Mobile: More than a Platform Shift

Kenneth E. Harvey, Philip J. Auter
Copyright: © 2017 |Pages: 35
ISBN13: 9781522517931|ISBN10: 1522517936|EISBN13: 9781522517948
DOI: 10.4018/978-1-5225-1793-1.ch053
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MLA

Harvey, Kenneth E., and Philip J. Auter. "Advertising and Mobile: More than a Platform Shift." Advertising and Branding: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2017, pp. 1143-1177. https://doi.org/10.4018/978-1-5225-1793-1.ch053

APA

Harvey, K. E. & Auter, P. J. (2017). Advertising and Mobile: More than a Platform Shift. In I. Management Association (Ed.), Advertising and Branding: Concepts, Methodologies, Tools, and Applications (pp. 1143-1177). IGI Global. https://doi.org/10.4018/978-1-5225-1793-1.ch053

Chicago

Harvey, Kenneth E., and Philip J. Auter. "Advertising and Mobile: More than a Platform Shift." In Advertising and Branding: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 1143-1177. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-5225-1793-1.ch053

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Abstract

There is no field that has experienced a more positive financial impact from mobile technology than advertising. This is evident by billions of dollars in traditional media fleeing to online media, and increasingly to mobile. Yet, it is difficult to distinguish mobile totally from other online advertising approaches. Mobile is certainly not diverging from the other platforms, but rather driving some of the strongest advertising trends. Because the trends of all online channels overlap with mobile, it will be difficult to address mobile without addressing all – then clarifying and exploring how mobile is driving and will continue to drive those trends.

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