Issues in Mobile AdvertisingPaperback, 19 February 2015

New technologies have further helped to better reach consumers with regards to the frequency and impact of advertising. One of the new ways to reach target audiences in today's world is mobile marketing.The high penetration rate of mobile devices among consumers also provides an opportunity for companies to utilize this means to convey advertising messages to consumers. This makes various companies to use mobile as marketing device. Mobile phone enables advertisers to provide very targeted and time sensitive information to their target audience and has emerged as one of the most important advertising media.