Registering for Incentivized Mobile Advertising: Discriminant Analysis of Mobile Users

Rajyalakshmi Nittala

In India a few software companies introduced a unique model of mobile advertising. Mobile users get paid for receiving SMS ads on their mobile.

Registering for Incentivized Mobile Advertising: Discriminant Analysis of Mobile Users

Rajyalakshmi Nittala

Abstract:

In India a few software companies introduced a unique model of mobile advertising. Mobile users get paid for receiving SMS ads on their mobile. This study is to discriminate the mobile users' willingness to register for this advertising, based on demographic, consumer and incentive variables. Discriminant analysis is used to select the variables that can distinguish the mobile users who are willing to register and not register to this mobile advertising. It indicated an overall significant difference between the groups. Further discriminant analysis of the significant predictor...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands