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Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market
 
 

Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market (Hardcover)

by Chetan Sharma (Author), Joe Herzog (Author), Victor Melfi (Author)
5.0 out of 5 stars See all reviews (1 customer review)
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Customers buy this book with The Mobile Marketing Handbook: A Step-by-Step Guide to Creating Dynamic Mobile Marketing Campaigns by Kim Dushinski

Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market + The Mobile Marketing Handbook: A Step-by-Step Guide to Creating Dynamic Mobile Marketing Campaigns
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Product details

  • Hardcover: 404 pages
  • Publisher: John Wiley & Sons (11 April 2008)
  • Language English
  • ISBN-10: 0470185988
  • ISBN-13: 978-0470185988
  • Product Dimensions: 22.9 x 15.5 x 3.8 cm
  • Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)
  • Amazon.co.uk Sales Rank: 63,408 in Books (See Bestsellers in Books)

    Popular in this category:

    #85 in  Books > Business, Finance & Law > E-Commerce > E-business
  • See Complete Table of Contents

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Product Description

Product Description
A practical guide to the emerging mobile advertising market, Mobile Advertising covers all the major topics in this emerging multibillion–dollar industry. This is a complete how–to guide for anyone who wants to understand and take advantage of this hot new advertising medium. Drawing on the experience of three industry veterans, insights from key influencers and decision makers, and detailed case studies, the book gives you practical guidance for getting the most out of mobile advertising.

From the Inside Flap

There′s plenty of buzz surrounding mobile advertising. The next step is transforming that buzz into real business. Mobile Advertising helps do that by covering the conceptual, analytical, and practical applications of mobile advertising, giving marketers, service providers, and investors in–depth guidance on tapping the full potential of mobile advertising.

Despite the excitement about mobile advertising,there are significant obstacles to overcome beforethe medium can become truly meaningful. Here, you′ll find a detailed and honest analysis of the hurdles that remain, as well as perspectives on managing and solving them. The authors address direct response promotions and advertisements; search advertising and its pricing and auction derivatives; and brand–based campaigning. While there′s work to be done, the authors remain bullish on the opportunity.

Other topics include:

  • Development and history of mobile advertising

  • Effects of the Internet and consumer control

  • Metrics and measurements for advertising success

  • Complexities, structural deficiencies, and barriers

  • Business models for successful implementation

  • Case studies covering current practice around the world

  • Technology problems and practical solutions

  • The consumer experience and the future of mobile advertising

  • Key insights from top executives in mobile advertising

The first comprehensive guide to this nascent industry, Mobile Advertising is perfect for anyone on the technical or marketing side of the mobile advertising equation. Drawing on years of experience from three industry veterans, key insights from top movers and shakers, and detailed case studies from around the world, this is an ideal resource for getting the most out of mobile advertising.

See all Product Description


Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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5.0 out of 5 stars Excellent comprehensive book about advertising on mobile, 13 May 2008
By Tomi T Ahonen (London UK) - See all my reviews
This book is exceptionally well researched and written, covering comprehensively the full spectrum of mobile advertising, from the pioneer markets such as Finland and Sweden, to the backwards markets of mobile telecoms such as the USA to the cutting edge markets such as South Korea and Japan, to markets in developing countries such as India. The content is totally up-to-date, including the brand new mobile ads based UK operator Blyk. The authors have interviewed numerous industry thought-leaders for the book, include 16 case studies and even short essays by 13 executives from major players. The book is very well balanced covering the advertising and media angles as well as the mobile telecoms side. It is also a robust and realistic treatment of the current state of the industry, not pulling punches, and admitting to lots of issues that need to be resolved. A thoroughly useful, practical and insightful book that I can recommend to anyone interested in mobile advertising.

Tomi T Ahonen
Author of 5 books in mobile
Lecturing at Oxford University short courses on mobile
Hong Kong
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