The focus of this article is to provide an insight of mobile phone advertisement. 53 case studies were executed to understand the main factors that influence this mean of announcement. Theory suggested that the factors considered should be three: advertisement factors, environment factors and audience factors.
First, advertisement factors comprise characteristics of the design and content of the mean of communication itself. For example: size, color, music, animation and length of the commercial. Most mobile advertisements are used in the entertainment industry (movies, sports, games and music). They have high response rates.
Second, environment factors are mainly context and exposure time and repetition. Advertisements use media combinations, such as print advertisements or TV to attract customers and to make sure that they don’t perceive their messages as spam. For example sometimes they ask users to SMS a number to receive a prize or information and then they send the advertisement messages back. The rewards offered vary from $0 to $10, mostly in the form of coupons for which costumers are able to get free products.
The third factor is audience, it is important to understand who the audience is and the attitude they have towards the brand and its advertisement. When referring to wireless advertisement, the target audience is people between the ages of 12 to 30 because they are more accessible and familiar to this means of communication.
Consumers consider their mobile phones as private and therefore they often don’t like to receive advertisements through text messages without their permission. Nonetheless, if they are very interested in a product they are willing to get the information about it.
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