Perceived effectiveness of push vs. pull mobile location-based advertising

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


Judged by the number of users worldwide, the cell phone is by far the most popular personal communications device for consumers and, therefore, is emerging as a coveted media platform for marketers (Yuan and Steinberg 2006). The use of mobile coupons and advertising is rapidly growing (Jakobson 2005) and marketers are developing innovative strategies to exploit this medium (Sultan and Rohm 2005). For the past several years, mobile operators (also referred to as wireless carriers) have been rolling...

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