Perceptions and recall of advertising content presented on mobile handled devices

Suzanne Altobello Nasco and Gordon C. Bruner II

With the advancements in mobile phone technology and the increase in consumer use of wireless devices to access the internet, there is a need to explore the inevitable effect of these factors on mobile advertising.
  

Perceptions and recall of advertising content presented on mobile handled devices

Suzanne Altobello Nasco and Gordon C. Bruner IISouthern Illinois University

INTRODUCTION

The nearly universal presence of mobile phones has affected many facets of our daily lives. The rise of this “third screen” (relative to television screens and computer screens, e.g., Cuneo 2005) presents opportunities and challenges for advertisers seeking to utilize the mobile medium to reach consumers. The knee-jerk reaction might be to deliver the same content as has been used with the older screens, but this would probably be a mistake (Donaton 2006)....

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