Next-Generation Mobile Marketing: How Young Consumers React to Bluetooth-Enabled Advertising

Mobile devices are attractive media for directly communicating with consumers who have become busier and more difficult to reach.

Next-Generation Mobile Marketing: How Young Consumers React to Bluetooth-Enabled Advertising

Sheena Leek and George ChristodoulidesThe Birmingham Business School, UK

INTRODUCTION

The on-the-go lifestyles of today's consumers make them harder than ever to reach. But new ways to reach target audiences are evolving to stand up to the challenge. In particular, mobile penetration is approaching nearly 100 percent—one mobile phone for every individual in most Western countries (The Economist,2005). With such market penetration, “always-on-always-with-you” mobile devices present marketers with new advertising opportunities (DMA, 2005). Besides their unprecedented reach, mobiles represent an exemplary medium for direct-response advertising...

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