The growth of mobile advertising has opened a new area for research. A better understanding of these issues is critical to the effective use of mobile advertising
Public attitudes toward advertising have been a focus of attention for a long time. Cell phone marketing takes several different forms as advertisers compete in this increasingly growing arena.
Personalization of mobile advertising can enable marketers to reach their potential customers in a very individual way and thus increase the relationship with the consumers.
Mobile advertising can provide an array of information that confuses and distracts the recipient as well as overwhelms the consumer with information
Advertising credibility is “consumers’ perception of the truthfulness and believability of advertising in general”
One of the advertising goals is to inform audience about new products or new features of existing products, also make audience aware of changes in products’ price.
Monetary benefit .
The main advantage of this approach is that the mobile users are provided with a tangible reason. Incentive based advertising is an approach that provides specific financial rewards to consumers who agree to receive ads into their mobile phones.