Presentation Effects of Mobile Advertising - Product Categories and Advertising Formats Fit

Abstract

Due to the development and maturity of mobile devices and wireless network techniques, mobile devices have become the most personal medium available, and have led to new marketing applications and activities. Mobile advertising is considered as the most potential business field of the future. This study investigated the presentation effects of mobile advertising upon texts, images, and films by experimentation, and analyzed the fit between message formats and product categories. The research results demonstrated that mobile advertising of Search Goods upon Short Messaging Service (SMS) resulted in presentation effects and saves messaging costs. However, mobile advertising of Experience Goods and Mechanical Goods only revealed better presentation effect by Multimedia Message Service (MMS). Mobile advertising formats of Experience Goods could be images or films. Mobile advertising of Mechanical Goods should reveal better presentation effect only by films.