An Empirical Study to Evaluate the Location of Advertisement Panels by Using a Mobile Marketing Tool

Abstract

The efficiency of marketing campaigns is a precondition for business success. This paper discusses how Bluetooth technology transfers the content of advertisement and collects market research information at the same time. Conventional advertisement media were enhanced by devices to automatically measure the number, distance, frequency and exposure time of passersby, making information available to evaluate both the wireless media as well as the location in general. This paper presents a study analyzing these data. A cryptographic one-way function protects privacy during data acquisition.