Title: Advertising via wireless networks

Authors: Ram D. Gopal, Arvind K. Tripathi

Addresses: Operations and Information Management, School of Business, University of Connecticut, Storrs, CT 06269, USA. ' Management Science Department, Box 353200, University of Washington Business School, Seattle, WA 98195–3200, USA

Abstract: The subscriber growth of wireless networks has created an increasing demand for wireless (mobile) advertising. However, at this point there are no standard industry practices to deal with some of the key mobile advertising issues. This research analyses the business model of a mobile advertising firm and highlights some of the key issues for modelling ad deliveries via wireless networks. We also perform an initial experimental study to gauge the significance on advertising effectiveness of some of the vital factors such as distance between retail store and ad delivery location.

Keywords: advertising effectiveness; wireless networks; location-based mobile advertising; mobile communications; modelling; mobile networks; m-advertising.

DOI: 10.1504/IJMC.2006.008194

International Journal of Mobile Communications, 2006 Vol.4 No.1, pp.1 - 16

Published online: 22 Nov 2005 *

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