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

 

TV3 Video: NZ Praised For Sportsmanship After Cricket World Cup Final Loss

New Zealand may have been outplayed in the Cricket World Cup final by Australia, but received praise worldwide for their graciousness in defeat. More>>

ALSO:

Earlier:

Werewolf: Finding Love In Hell

Will it really be 25 years in May since David Lynch’s Wild at Heart won big at Cannes, nabbing no less than the Palme d’Or? Amazing but true, and yet the film that was briefly Lynch’s most feted, now seems to be his most forgotten. More>>

ALSO:

Cricket: Dramatic Win Puts Black Caps In Finals

In Parliament: When Parliament resumed at 2pm the House passed a motion on a voice vote admiring the performance of the New Zealand cricket team in last night’s World Cup semi-final and wishing them well for the final on the weekend. More>>

ALSO:

Moon Shot/Kills Switch: The X Factor Judges Removed

MediaWorks has today decided that Natalia Kills and Willie Moon are no longer suitable to judge The X Factor and have removed them from the show. MediaWorks CEO, Mark Weldon, said that last night on The X Factor both Kills and Moon made comments that were completely unacceptable. More>>

ALSO:

Tessa Nichol: Up Up & Away In The Wairarapa

It’s an overcast morning in the Wairarapa but the mood on the ground in Carterton’s Carrington Park is anything but grey. More than 20 hot air balloons are getting ready to take off into the cloudy sky to mark the start of this year’s Wairarapa Balloon Festival. More>>

Golden Shears: Scotsman Wins Golden Shears Open Final

A Scottish shearer who settled in New Zealand to farm in Taranaki has become the first shearer from overseas to win the Golden Shears Open Shearing Championship. More>>

ALSO:

Get More From Scoop

 
 

LATEST HEADLINES

 
 
 
 
Education
Search Scoop  
 
 
Powered by Vodafone
NZ independent news