Effective Advertisement on Mobile phones...
Mobile communication is widely used all
over the world and this research paper is written on usage of wireless network
as a new advertising media. It is basically compiled report of 53 case studies written to analyze the current trends in the mobile advertisement. It describes an overview of conceptual
models for advertising and suggests the conceptual model for mobile phone advertising.
Factors affecting the mobile advertising are also presented in it. In a nut
shell this paper basically describes qualities of online advertisement and its
comparison with other types of advertising Medias.
With the technological
advancement and with constantly increasing consumer's needs and demands,
functions of mobile communication devices are emerging. features of multimedia
in cell phones like, increased display size, improved color display, polyphonic
sound and video playback etc are also expanding .because of their special
design and features mobile
devices are considered as personal and private rather than desktops and laptops
or simple telephones , which forms a peculiar attitude towards mobile
communication. Mobile capabilities enable various types of interactions with
the user, which opens up a way of using mobile media for advertising. According
to Ovum’s study the revenue generate
from mobile advertisement all over the world will reach between $16 billion by
year 2005.
Advertising is a method of
building a product image and stimulating direct purchase. With the passage of
time and with the technological advancement new types of advertising
media have been introduced. First generation of Advertising media includes
Billboards, newspapers and magazines while Radio and TV followed as the next
generation media. Recently, Emerging Advertising Media I-e Internet and mobile networks have emerged as a new type of
advertising media, because of these characteristics
ease of targeting
personalized contents
and interactivity
The important point
is that the consumer should have an option to choose whether or not to receive
an advertisement through mobile/internet.
Moreover mobile communication is perceived as a truly private way of
intercommunication, because people of this century have much concern about
their privacy. In mobile advertisement consumers can easily have a feeling that
their privacy is invaded because There have been several studies on
advertisements designing.
Advertisements in newspapers or
magazines are of a pull-type because the message is transferred by the
free will of the audience. It means that when a
person read any information or content, this is something chose by him
according to his own desire without any external pressure .Thus the level of
involvement is extremely high while reading and the reason is no one force him
to do this. TV and radio are of a push-type
of advertising media as the audience sits in front of a TV and views what
appears on the screen the message or information appears on the
screen is controlled by the advertisement agency and the involvement level is
relatively low because audience free will is not involved. If someone is
watching his favorite show and want to relax for some time. During commercial
breaks it might be possible he did not pay full attention to the TV. So the
level of involvement decreases and that’s why it is called push-type of
advertising media. On
the other hand advertising through
the internet and mobile has both push- and pull-types; one corresponds to email
advertisements and the other corresponds to web advertisements. When the
customer uses a mobile device as a browser, the effect of an advertisement is
similar to a web banner. Likewise, if the customer receives text or multimedia
promotional messages in the mobile setting, it works like an email advertisement.
By the type of message, mobile advertising
is divided into a pure advertisement
or an attached advertisement its mean that either directly advertisement or by
attaching the advertisement content with some other content at the end of the
msg or by mobile banner in an indirect
way to increase the chance of exposure of the advertisement. To increase
the advertisement effects and creditability there is chance in future to do
advertising by combining different advertising mediums like magazines, mobiles,
TV and radio etc.
There are various models explaining how advertising works in different situations.
These models can be categorized as:
the market response model,
intermediate effect model,
hierarchy effect model and
Hierarchy-free model.
The
market response model relates advertising, price and promotions
Directly to consumer's behavior. Two levels exist
in the market response model; aggregate level and individual level. This model
is suitable for the decision-makers within marketing departments in industry.
The cognitive information model assumes
that consumer preferences are
Not changed by advertising and that the
consumer decides only rationally. In contrast, pure affect models focus on
affective attributes, such as familiarity and feelings. By this theory, the
preference of the audience is built by elements such as feelings, emotions and
familiarities rather than product attribute information. In this model,
affective responses to advertising show two kinds of attitude; Attitude to the
advertisement itself and attitude to the brand.
The hierarchy of effect model
tries to explain consumer behavior by introducing the concept of a hierarchy of
effects. In other words, persuasive hierarchy models, low-involvement hierarchy
models and integrative models assume that the intermediate effects follow a certain
sequence of order. They assumes certain number of stages, each of which works
as a precondition of the next stage. Researchers basically categorized the Functions
of advertising as awareness, knowledge, linking, preference, conviction and
purchase. They mapped each function to three different behavioral dimensions;
cognitive, affective and cognitive components.
In other words, awareness and knowledge are related
to the cognitive component, and linking and preference are associated with the
affective component. Finally, conviction and purchase are connected with the cognitive
or motivational component.
The
elaboration likelihood model suggested by Petty and
Cacioppo (1981, 1983) tried to explain under different levels of involvement
how consumers are persuaded. It is claimed that there are two distinct ways
that lead to persuasion;
one is the central route, in which
audiences perceive the message through cognition, reasoning and comprehension
the second is the peripheral route
in which people change their attitude just by simple positive or negative cues.
The implication of the elaboration
likelihood model is that different people respond to different advertisements
in different ways, depending on their involvement.
In the
hierarchy-free model,
no specific processing sequence is assumed. This category presents a person-centered
view of advertising, which suggests that advertising is part of a brand
totality. Beliefs generally in the hierarchy-free model, no specific processing
sequence is assumed. This category presents a person-centered view of advertising,
which suggests that advertising is part of a brand totality.
Different models can be applied according to various factors, such as Product,
characteristics, brand image, involvement of the audience and media
characteristics. Several models are developed for explaining Phenomena in
marketing and advertising. It is hard to say which model would best for mobile
advertising because it depends on a number of factors that have not as yet been
clarified.
Moreover the factors that have a significant influence on the effect of advertising
can be divided into three categories
advertisement factors
environmental factors
And audience factors.
In advertising factor design of advertisement should
be effective specially music and animation or pictures in the advertisement
should be designed in such a way that it has a good effect on the viewers
because according to various studies music have positive effects on the viewers
of TV commercials in a low involving condition. While animated
Pictures were found to have good effects on
an internet shopping site. It could attract consumers’ attention and produce
good attitudes toward the advertisements. About the length of the commercials few advertising agencies believes that
15-second commercials are from 50–90% as effective as 30-second commercials in creating
learning and attitudinal change. On the other hand Mord and Gilson (1985)
claimed that 15-second television commercials were not as effective as
30-second commercials
In the viewpoint of transferring information, inducing interests and providing
credibility of the advertisement. If repetition
of advertisement increases then its effectiveness also increases but
effectiveness decreases when repetition exceed certain level.
Content of the message mean
presentation should be strong because advertiser tries to pass on the
information in which audience is not actually so much interested. On the basis
of content there are two groups: Informative messages rely on the
cognitive processing of the audience, which is more effective on functional
products, whereas affective messages
appeal to emotional processing, which is suitable for expressive and playful
products. The limited amount of information gives an implication that
advertisements appealing to emotions would be more appropriate for the mobile
environment, but the rather high involvement level of mobile media suggests
that cognitive processing of the message, the attitude to context and
distracter could be dominant. Especially, the concept of context for the mobile advertisement needs to be
extended because the surroundings include not only the competing information,
but also location, time and task. Business
objective describes the aim of the company, such as increasing awareness,
raising funds and driving sales. The marketing
technique is the method used to
accomplish the business objective. This can be in the form of prizes, coupons,
giveaways or other methods.
Products that are suitable for
advertising through mobile commerce are thought to be limited by several
factors, such as the attitude of customers to mobile advertisements and brand,
interaction context, product categories and ease of access together with the
emotional component best suited for mobile marketing.
Because
of the limited capacity of communication and multimedia
Expression in mobile devices, SMS has
been the most
Prevalent method of advertisement until
now.
It is expected that in the near future
multimedia or animated picture-type Advertisements will be more popular than
other means.
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