2. Harryadin Mahardika
Pop Economist
FEUI & laporsuap.com
Research objective:
– “to liberate and empower consumer...”
Current research:
– Consumer empowerment
– Consumer intervention/engineering
– Mobile advertising
Contact:
– harryadin.mahardika@ui.ac.id / harryadin@gmail.com
– @HarrySastro
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3. New Medium of Advertising
Mobile telephone has great potential as an advertising medium
(Barwise and Strong, 2002)
The effectiveness of mobile channel as an advertising medium is
subject to: (1) creative execution, (2) time-location-profile relevance, (3)
explicit permission (Barwise and Strong, 2002)
4. New Medium of Advertising
Mobile marketing can build brand awareness; increase consumer
involvement and interaction; and influence consumer response and
activation (Sultan & Rohm, 2005).
5. Push vs Pull Advertising
Typologies and model of wireless push and pull mobile advertising
(Barnes, 2002).
Educated young elite with higher disposable income have higher
positive perception perceived toward pull-type wireless advertising,
compare to the general youth market (Okazaki, 2004)
6. Types of mobile advertising
Location-based mobile advertising:
– Customer satisfaction is improved by matching customer
preferences with customer time/location. Retailer/advertiser
prefers tailor ads to specific customer segment/profile (De Reyck
& Degraeve, 2003).
Permission-based mobile advertising:
– Consumers generally have negative attitudes toward mobile ad
unless they have specifically consented to it (Tsang, Ho & Liang,
2004).
7. Business/corporate adoption
Companies have positive perception on mobile advertising (Okazaki,
2005).
Branding strategy, facilitating conditions, and security and cost are the
strongest determinants of MNC’s mobile ad adoption (Okazaki, 2005).
8. SMS as advertising medium
Text message (SMS) advertising is effective, both as a branding vehicle
and in stimulating response (Rettie et al., 2005).
Most user wish to have the ability to control text advertising received
and support the concept of permission-based mobile ads (Manneesoon
thorn and Fortin, 2006).
Heavy users showed a significantly higher need for controlling text
advertising received compared to light users (Manneesoon thorn and
Fortin, 2006)
9. Consumer adoption of mobile ads
Factors that induce customers to accept mobile phone as a means of
communicating promotional content.
Entertainment value and information value is the strongest driver of
customer acceptance of mobile phone as a marketing communication
medium (Bauer et al., 2005)
10. Consumer adoption of mobile ads
Four factors were identified and demonstrated a significant impact on
mobile advertising acceptance: permission, content, wireless service
provider control, and delivery of the message (Barnes et al., 2007)
11. Consumer adoption (cont.)
Mobile advertising acceptance factors; the type of incentives needed to
motivate college students to accept mobile advertising (Hanley, Becker
& Martinsen, 2006):
– College students would consider accepting advertisement on their
mobile phones if specific ads delivery condition were met or
incentives were offer.
12. Cross-media
The cross media effect of mobile and internet advertising was evident
on consumers’ perceived media engagement, message strength, and
brand attitudes (Wang, 2007).
Message strength mediated media engagement on brand attitude
(Wang, 2007).
13. Adoption: Cross-Market Comparison
Factors influencing the perception of mobile advertising in different
cultures (Liu et al., 2012)
– The results suggest that infotainment and credibility are key
factors predicting advertising value among Austrians and the
Japanese.
– However, our findings show that Japanese customers are more
irritated by mobile advertising than are Austrian respondents.
14. Personalized Mobile Advertising
With smartphone, consumers' preferences can be pre-identified and
advertising messages can therefore be delivered to consumers in a
multimedia format at the right time and at the right place with the right
message (Chen & Hsieh, 2012):
– Results of the study identify six important design attributes for
personalized advertisements: price, preference, promotion,
interest, brand, and type of mobile device.