Individual media: Mobile telephones, wireless, SMS

 

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Paper
1.
The mobile brand experience - measuring advertising effectiveness on the mobile web
George Pappachen and Kara Manatt, ESOMAR, Worldwide Multi Media Measurement (WM3), Budapest, June 2008
This paper describes research into advertising effectiveness on the mobile web. It aims to discover the impact mobile ads have across metrics including brand and ad awareness, message association, bra ...

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