ABSTRACT

The mobile era, which began with the mobile phone, including all mobile devices such as the PDA web phone have brought enormouschanges to the information age. The speed of developing technology andthe wide range of applications have made it hard to predict the changesthe mobile phone will have on us.

Advertising, the pinnacle of mass communication, through traditional media like newspapers and broadcast and new media like banner ads and box ad s that come to us through the Internet and new business styles and targets has made great advances. Internet advertising is still in its early stages, and the effects are not yet tallied. Likewise, themobile phone advertisements are a new phenomenon and its form andeffectiveness is not yet certain. The fundamental differences between

Internet and mobile advertising are that while Internet advertisements lure users to a specific reach point and like traditional advertisements, inform of new products, promotion, and price while mobile phone advertisements not only expose the viewer to a product, but also can lead the user through real time interaction to purchase or sell.

Optimistic people predict that by 2003, the mobile market will overtake lined Internet users. In much the same way the internet has become an essential part of our life s in such a short period of time, mobile phones will also become an indispensable tool in our lives. In the mobile era, through advancements in technology, advertisements will take on new formats with audio & visual. How will the new advertisements take form and what new marketing techniques will the mobile era need?Tackling these question in this thesis ant the dawn of the mobile era isan important task.

In the mobile market the basic format of advertising takes this form: the receiver has personal information, such as age, gender, profession, and can direct it to a specific targeted user in an interactive format. We can predict new marketing techniques and development in the mobile market. This thesis has categorized mobile formats that are in use or being tested up to 2002 May by transmission and content, with special attention to mobile coupons, which have the fastest growth among mobile advertisement formats.

In conclusion, I have taken an overview of the mobile advertisements future and market, caution points in creating mobile advertisements, and organized future mobile advertisement content.

keyword : mobile era, mobile-Advertising, mobile-marketing mobile coupon advertising.

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