Perceived effectiveness of push vs. pull mobile location-based advertising
Ramaprasad Unni and Robert Harmon
The emergence of mobile phones as the leading personal communications device portends their attractiveness as a potentially lucrative media platform for marketers.
Perceived effectiveness of push vs. pull mobile location-based advertising
Ramaprasad Unni and Robert HarmonPortland State University
INTRODUCTION
Judged by the number of users worldwide, the cell phone is by far the most popular personal communications...