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Mobile
Advertising
Supercharge Your
Brand In The Exploding Wireless Market
Chetan Sharma,
Joe Herzog, and Victor Melfi
John Wiley & Sons (2008)
Available at:
Amazon.com,
B&N,
Amazon Canada,
Amazon UK,
Amazon Germany,
Amazon France,
Amazon Japan,
John Wiley |
 
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Download:
Preface |
Foreword
From the book jacket
There’s plenty of
buzz surrounding mobile advertising. The next step is transforming
that buzz into real business. Mobile Advertising helps do that by
covering the conceptual, analytical, and practical applications of
mobile advertising, giving marketers, service providers, and
investors in-depth guidance on tapping the full potential of mobile
advertising.
Despite the excitement
about mobile advertising, there are significant obstacles to
overcome before the medium can become truly meaningful. Here, you’ll
find a detailed and honest analysis of the hurdles that remain, as
well as perspectives on managing and solving them. The authors
address direct response promotions and advertisements; search
advertising and its pricing and auction derivatives; and brand-based
campaigning. While there’s work to be done, the authors remain
bullish on the opportunity.
Other topics include:
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Development
and history of mobile advertising
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Effects of
the Internet and consumer control
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Metrics and
measurements for advertising success
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Complexities,
structural deficiencies, and barriers
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Business
models for successful implementation
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Case studies
covering current practice around the world
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Technology
problems and practical solutions
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The consumer
experience and the future of mobile advertising
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Key insights
from top executives in mobile advertising
The first comprehensive
guide to this nascent industry, Mobile Advertising is perfect for
anyone on the technical or marketing side of the mobile advertising
equation. Drawing on years of experience from three industry
veterans, key insights from top movers and shakers, and detailed
case studies from around the world, this is an ideal resource for
getting the most out of mobile advertising.
Copyright, 2008. Mobile Advertising. John Wiley & Sons.
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