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Advertising is such a various and complex concept; it dates back to the beginning of recorded history with evidence going back thousands of years. Authors outline that early forms of advertising were signs such as the inn signs, the red-and-white striped barber’s pole, the apothecary’s jar of coloured liquid and the wheelwright’s wheel, some of which have all survived until today. This outlines the importance of advertising in the past and how these early methods still exist in today’s society. Advertising exists in many shapes and forms and is often used to introduce a new product or service and as a means of communicating with the customer. There are several methods of advertising used to reach the potential customer, all containing their own unique and distinctive characteristics. These types of advertising are designed to change the customers’ attitudes and perceptions about the product or service and to educate people about these new products. Advertising is often used to allow new products to enter the market and for old products to reposition themselves. An advertiser needs to have vast knowledge and experience of their product or service when deciding which form of advertising to use and what strategy to undertake when implementing it into the marketplace.
Mobile advertising is an innovative way of communicating with customers and is considered as potentially being one of the most powerful methods of advertising in its ability to reaching the right target audience. It has a distinctive advantage over any other form of advertising as they know exactly who the customers are and how they can be reached. Mobile phones are a highly popular and personal item which always seems to be at hand. They often reflect the personality, style and potential of the consumer: it is basically a form of advertising in which you communicate with your customer via a mobile handset. The opportunity for growth and development within this industry is unique because it attracted worldwide attention over the past number of years. This growth is expected to continue substantially because of the ongoing advancements in software technology and the improvement of mobile devices and handsets. In general, advertising on mobile devices has a large potential due to the very personal and intimate nature. The expected level of growth, however, needs to be regulated and standards need to be set.
the detailed reviews from the consumers and what they find to be critical for the success of the mobile advertising industry are useful factors in order to get a satisfactory understanding of the market. it is thus necessary to investigate further into the attitudes and behaviour of consumers towards mobile advertising and identify what influences their decisions on how they perceive it. The challenges and risks the industry faces are also key areas for further research.
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