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    Importance of mobile advertising in agency media plans

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    PORTER-MASTERS-REPORT.pdf (984.0Kb)
    Date
    2011-05
    Author
    Porter, Samuel Craig
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    Abstract
    The explosive adoption rate of cell phones over the past few years has increased the desire for advertising agencies to explore mobile as an advertising channel. Over 90% of Americans own a cell phone, which opens a new channel for advertising agencies to reach consumers. The traditional advertising channels include print, television, radio, and most recently, the Internet. This professional report explores the importance and utilization of mobile as an advertising channel in advertising agencies media plans for their clients.
    Department
    Advertising
    Description
    text
    Subject
    Mobile advertising
    Cellular phones
    Cell phones
    Mobile media
    Marketing
    Personal computing devices
    Social media
    Location based social networks
    URI
    http://hdl.handle.net/2152/ETD-UT-2011-05-3398
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    © The University of Texas at Austin