Authors: Rau, Pei-Luen¹; Chen, Jenwen²; Chen, Duye¹

Source: Behaviour and Information Technology, Volume 25, Number 3, May–June 2006 , pp. 253-261(9)

Publisher: Taylor and Francis Ltd

Abstract:

Compared to the Internet, mobile telecommunication has the characteristics of being anywhere, anytime and always online. As the growth of the Internet advertisements market slows down, there is a substantial increase in mobile advertisements. This research investigates the effectiveness of the presentation (static text and graphics, static text and graphics with audio, and animation) of mobile advertisements on the recognition of advertisements. The two types of websites for mobile advertisements – entertainment information and location-based information – are also compared. An experiment was carried out to test the proposed hypotheses. The results show that the effects of static banners with audio mobile advertisement, and animation mobile advertisement were better than static banners in advertisement recognition and memorisation. The participants of websites providing location-based information had higher advertisement attitude and purchase intention than their web-based counterparts providing entertainment information.

Document Type: Research article

DOI: http://dx.doi.org/10.1080/01449290500222009

Affiliations: 1: Department of Industrial Engineering, Tsinghua University, Beijing, China 2: Dopod International Corp.

Publication date: 2006-05-01

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