During the past decade, the preferred medium for advertising has seen a dramatic shift away from print media and other … traditional means of distribution. In 2009 alone, it is estimated that advertising spending dropped by between 10 and 20 percent … and mobile advertising respectively. Driven by the high cost of print media, lower redemption rates on print coupons, and …

Mobile advertising is one of the fastest-growing advertising formats. In 2013, global spending on mobile advertising … advertising is mobile display advertising (MDA), which takes the form of banners on mobile webpages and in mobile applications …

Objective of this research paper is to understand if mobile and mobile advertising is perceived to be useful by the … consumers in the persuasive communication process. Usage of mobile devices and mobile advertising by marketers and advertisers … mobile and mobile advertising as being useful for the consumer. While the other hypothesis regarding operational ease and …

Mobile in-app advertising is now the dominant form of digital advertising. While these ads have excellent user …

Mobile advertising is a billion pound industry that is rapidly expanding. The success of an advert is measured based on …

We develop a field experiment that assesses whether advertising can serve as a signal that enhances consumers …