Education Policy | Post Primary | Preschool | Primary | Tertiary | Search

 


Whole New Industry Expanding With Mobile Phone Advertising

Whole New Industry Expanding With Mobile Phone Advertising, UC marketing Researcher Says

December 13, 2012

Gone are the days when a mobile phone is a voice only communication device.

These days technology that goes into most mobile phones is more advanced than some desktop computers, a University of Canterbury (UC) marketing researcher Dr Allen Lim said today.

Smartphones can now be used as alternatives to camcorders, cameras, GPS devices, gaming consoles, movie players, music players, storage devices, encyclopaedias, wallets and much more.
``It is no surprise that the mobile phone comes up as one of the most important things that people cannot do without. The mobile phone has now become a very affordable device with more than six billion mobile phones in use worldwide.

``The wide use of mobile phones and the attachment of users to their mobile phones make it a very attractive advertising medium. From the advertiser’s perspective, advertisements can be personalised and delivered directly to relevant users. While, from a consumer’s perspective, advertisements and promotional materials that are of interest to them can be delivered as soon as they become available.’’

The first advertisement on a mobile phone was released by a Finnish news provider six years after the launch of SMS in 2000. The Finnish company offered free news headlines via SMS, sponsored by advertising.

Mobile phone technology has advanced. So has the ability to deliver more sophisticated advertisements in order to gain consumers attention and provide better value and experience to consumers. Dr Lim spent three years researching mobile phone advertising for his PhD.

``The big question is `can gaining consumers attention and providing users with value and experience be more achievable by using more sophisticated technology?’ This is what my research was all about – to identify values of interest that both advertisers and consumers would like to gain from the delivering and consuming of the advertisement and then determine if technology can be used to improve these values for both advertisers and consumers.

``Results have shown that advances in the technology used in an advertisement do provide better experiences to consumers. However, the effectiveness of an advert in terms of consumer recall of the advert information suffered as a consequence.

``This means that advancing the technology used may gain a greater audience for the advertisers, but significantly less of them will remember what is advertised in the advertisement. Results have also found that the type of product advertised plays an important role in determining the effectiveness of the advertisements when delivered in different levels of technology.

``It is hoped that the advertising industry may benefit from using the findings from my thesis where advertising agencies may improve the effectiveness of their proposed mobile campaigns to their clients. I am determined to contribute my knowledge, skills and expertise to the rebuild of the economy of Christchurch.’’

Dr Lim graduated with a UC doctorate yesterday. He is among 4500 graduates this week. New Zealand’s first chief coroner Judge Neil MacLean received an Honorary Doctorate at yesterday’s event while former All Blacks rugby coach Sir Graham Henry will be made an Honorary Doctorate at tomorrow’s (Friday) graduation ceremony.

ENDS

© Scoop Media

 
 
 
 
 
Culture Headlines | Health Headlines | Education Headlines

 

Anniversaries: Vivid Memories Four Years After Christchurch Quake

Four years ago, an earthquake that would change the lives of thousands shook Christchurch at 12.51 p.m. More>>

ALSO:

Environment 'n' Conservation: Slash Meets Tāne The Tuatara

Rock and Roll superstar and former Guns 'n' Roses guitarist Slash visited Zealandia Ecosanctuary along with collaborating band Myles Kennedy and the Conspirators. More>>

Foo Fighters: Exclusive Show In Support Of Music Foundation

Frontier Touring has today announced that the Foo Fighters will play a last minute intimate and exclusive benefit show at the Auckland Town Hall this Friday February 20 with all profits going to The New Zealand Music Foundation. More>>

ALSO:

Canterbury Quakes: Feedback Sought On Short-Listed Memorial Designs

Six short-listed designs for the Canterbury Earthquake Memorial have been released for public input... The Memorial will honour the victims of Canterbury’s earthquakes and acknowledge the suffering of all those who lived through them as well as the heroism of those who participated in the rescue and recovery operations. More>>

ALSO:

Celia Lashlie: Legacy Will Live On

Social justice advocate Celia Lashlie leaves a legacy that will continue to have a positive impact on the lives of New Zealanders for years to come, Labour Leader Andrew Little says. “Celia was a powerful voice for reason, sense and compassion. Her work, particularly with teenage boys, was ground-breaking." More>>

ALSO:

Obituary: Sad Farewell To PPTA Activist Robin Duff

Duff has been a long-time fixture of the association... Most recently Duff has been working hard to support Canterbury teachers through the quakes that devastated the region. More>>

ALSO:

Poroporoaki: Dr Apirana Tuahae Kaukapakapa Mahuika

Papa Api was a man of many great gifts and occupied a long list of roles including priest, teacher, scholar, politician, and leader. Chair of Te Runanganui o Ngati Porou, and a rangatira of his iwi... More>>

ALSO:

Get More From Scoop

 
 

LATEST HEADLINES

 
 
 
 
Education
Search Scoop  
 
 
Powered by Vodafone
NZ independent news