New opportunities for business communication: mobile advertising

被引：10
|
作者：
Feijoo-Gonzalez, Claudio [1 ]
Gomez-Barroso, Jose-Luis [2 ]
Martinez-Martinez, Inmaculada J. [3 ]
机构：
[1] Univ Politecn Madrid, Madrid 28223, Spain
[2] Univ Nacl Educ Distancia, Dpto Econ Aplicada & Hist Econ, Madrid 28040, Spain
[3] Univ Murcia, Dpto Informac & Comunicac, Fac Comunicac & Documentac, E-30100 Murcia, Spain
来源：
PROFESIONAL DE LA INFORMACION | 2010年 / 19卷 / 02期
关键词：
Advertising; Mobile communications; Audiovisual; Mobile content; Internet access; Mobile terminals; KEY FACTORS;
D O I：
10.3145/epi.2010.mar.04
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
Business communication in general, and advertising in particular, is in need of more targeted and effective approaches. This article introduces mobile advertising and its differential features, including the role of contextual advertising and customized relationship with mobile devices. It analyses future potential, identifying essential economic, technological and social forces that will shape mobile advertising in the short and middle term.
引用
收藏
页码：140 / 148
页数：9
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