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

 

With Hunters & Collectors: The Rolling Stones Announce New Auckland Date

It’s the news New Zealand has been waiting for. The Rolling Stones today confirmed the rescheduled dates and venues for both the Australian and New Zealand legs of their highly anticipated ’14 On Fire’ tour. Now, Frontier Touring is also delighted ... More>>

ALSO:

Flying Things: Conchords, Pretties Help BATS Fly Home

The launch of BATS theatre’s fundraising campaign has taken off – with a bit of help from their friends. And with friends like theirs… An event last night hosted by Te Radar at Wellington’s latest waterfront venue, Shed 6, featured Fly My Pretties and, in a dream-come-true scenario, Flight of the Conchords. More>>

ALSO:

Environment: Zoo’s Own Wētā Workshop Produces Rare Giants For Release

Following unprecedented breeding and rearing success, Auckland Zoo is today releasing 150 of New Zealand’s largest giant wētā, the wētā punga, onto pest-free Motuora Island in the Hauraki Gulf. A further 150 will be released onto Tiritiri Matangi next month. More>>

Girls On Film: Divergent Hits The Big Screen

n January, Catching Fire (the second film in the Hunger Games series) not only became the biggest US box office success of 2013 : it also became the first film starring a female actor (ie. Jennifer Lawrence) to top the annual domestic earnings chart since The Exorcist, 40 years ago. More>>

ALSO:

Wellington.Scoop: No Travel Sanctions For Russian Billionaire’s Superyacht

On the same day that New Zealand announced travel sanctions against selected Russians, a Russian billionaire’s superyacht berthed in Wellington Harbour. More>>

ALSO:

Mental Health: UC Researchers Believe Robots Can Persuade People To Conform

A team of University of Canterbury (UC) researchers and scientists believe robots can persuade people to conform through group pressure... ``Our results showed that robots can induce conformity but to a significantly lesser degree than humans." More>>

NZ On Air: Local Content Holds Steady At 32% Of Television Schedules

Since 1989 NZ On Air has measured local free-to-air television content. The report compares the schedules of the six national free-to-air channels, to observe trends and changes in the local content landscape. More>>

Arts Fest: 2014 New Zealand Festival A Spectacular Celebration

The New Zealand Festival welcomed the world to Wellington over 24 days (21 Feb – 16 Mar) of arts events across the city. “[current figures show] slight increase on the 110,000 tickets issued in 2012. It’s a great result.” More>>

Opera: Happy 70th Birthday Dame Kiri Te Kanawa

Our first lady of song who “feels more like at 15 year old” will celebrate her significant birthday on stage at Covent Garden tomorrow night (Friday morning NZT), performing in the Royal Opera House’s production of La fille du régiment (The Daughter of the Regiment) as La Duchess de Crackentorp. More>>

ALSO:

Get More From Scoop

 

LATEST HEADLINES

 
 
 
 
Education
Search Scoop  
 
 
Powered by Vodafone
NZ independent news