Mobile Advertising : Findings of a Diary Study

Mobile Advertising : Findings of a Diary Study

Purpose of the Study

Conceptualization

Junctions of Mobile Ads

Modes of Exposure

Public Exposure

Private Exposure

Incentives for Response

Effects of Mobule Ads

Methods

Modes of Exposure

Goals of Mobile Ads

Context of Mobile Ads

Methods of Response

Types of Incentives

Among Monetary Incentives

Types of Advertised Brands

Types of Response

Summary

Future Research