Features of Mobile Advertising and their Utilization
نویسندگان
چکیده
This study focuses on permission-based mobile advertising (m-advertising) and its specific features that make it different form other forms of advertising. However, as m-advertising is a novel approach, advertisers or advertising agencies do not know how to use it’s full potential. Therefore, the paper explores retailers’ use of mobile advertising in Finland and discusses the features of mobile advertising that retailers utilised as well as those remaining unused. The study also suggest ways to fully utilise the potential of mobile advertising.
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