Abstract

A Study on Perception of Advertisers, Advertising Agencies, and Mobile Contents Providers Concerning Mobile Advertising Effectiveness and Obstacles and Promotion of Mobile Advertising Business

Lee, Kyung Yul, Ph. D.
Associate Professor, Advertising & PR, Hanyang University

Park, Hyun- gil Ph. D.
Candidate, Advertising & PR, Graduate School of Hongik University

The purpose of this study is to examine how advertisers, advertising agencies, and mobile contents providers perceive mobile advertising effectiveness, obstacles of mobile(cellular phone) advertising business, and how to overcome those obstacles and promote mobile advertising business. Survey was conducted to collect data from a total sample of 225 advertisers, advertising agencies, and mobile contents providers. The empirical findings showed that respondents perceived that target selectivity, no time delay, and low cost were three major advantages of mobile advertising while reliability, short copy(limited ad space), and brand awareness are three major disadvantages of mobile advertising. They also perceived there were three major obstacles of mobile advertising business, which were (rejection of mobile advertising reception), ¡®illegal use of customer information, and suspicion of advertising effectiveness, Further, they perceived three major factors such as lower rate of mobile internet service, protection of privacy, improvement of network speed, and offer of incentives for advertising permission must be introduced to promote mobile advertising business. Especially, there were no statistically significant differences in perception of these four factors among advertisers, advertising agencies, and mobile contents providers, which means there was a consensus on how to promote mobile advertising business among them.

Key Word : mobile media, mobile advertising, mobile advertising effectiveness, obstacles of mobile advertising business, promotion of mobile advertising business.