1. 1 Ravi Vatrapu vatrapu@cbs.dk Consumer Attitudes towards Mobile Advertising Tsang, M., S. Ho, et al. (2004). "Consumer attitudes toward mobile advertising: An empirical study." International Journal of Electronic Commerce 8(3): 65-78. Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22http://www.itu.dk/~rkva/2011-Spring-EB22 Facebook: http://www.facebook.com/group.php?gid=133258548012http://www.facebook.com/group.php?gid=133258548012 Etherpad: http://ietherpad.com/7y3drhMCnqhttp://ietherpad.com/7y3drhMCnq Thursday, 07-Apr-2011 EB22: Online Marketing: Lecture 35 Auditorium 4, ITU, Copenhagen, Denmark

2. T HE A TTITUDES P UZZLE  Offline Ads: Negative Attitude  Internet Ads: Positive Attitude  Obviously, doesn’t apply to Banner Ads, Pop- up/under ads and misleading ads  Informing and Entertaining  Creative Aspects over Targeting and Placement 2

3. A TTITUDES T OWARDS G ENERAL A DVERTISING  Increasingly negative after the 1970s  Hindered Search  Disruption  Perceived Clutter  Irritation 3

4. A TTITUDES T OWARDS I NTERNET A DVERTISING  Content (Informativeness)  Form (Entertainment)  Novelty 4

5. Model of Attitudes Toward Web Advertising 5

6. T HREE M ODELS OF M OBILE A DVERTISING  Permission-Based Advertising  Incentive-Based Advertising  Location-Based Advertising 6

7. Attitudes towards Mobile Advertising: Research Framework 7

8. Findings  Critical Factors  Entertainment  Credibility  Irritation  Permission-Based Advertising might be the the solution to negative attitudes to mobile advertising 8

9. Discussion 9