Volume : V, Issue : IX, September - 2015

A STUDY ON CONSUMER ATTITUDE TOWARDS THE MOBILE ADVERTISING IN HYDERABAD

E. Hymavathi

Abstract :

A better understanding of consumer attitude towards the mobile advertising is a crucial success factor in an emerging mobile market. Technology developments have created new digital marketing channels, and these are considered to be powerful opportunities to reach consumers by allowing interactivity and personalization of the content and context of the message. Mobile advertising allows companies to specifically target the right consumers by looking at age, gender and geographic regions etc. Being able to advertise to such a specified target group is an advantage for companies; however the question remaining is how consumers perceive this form of specific targeting advertising. This study focuses on giving an importance of mobile marketing and an overview of consumers’ attitudes towards mobile advertising looking at the different aspects of this new marketing phenomenon. This study has revealed that mobile advertising can be used by the marketers to develop effective product and promotion mix for different segments.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

E. HYMAVATHI A Study on Consumer Attitude Towards the Mobile Advertising in Hyderabad Indian Journal of Applied Research, Vol.5, Issue : 9 September 2015

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