1 Ravi Vatrapu 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): Course Portal: Facebook: Etherpad: Thursday, 07-Apr-2011 EB22: Online Marketing: Lecture 35 Auditorium 4, ITU, Copenhagen, Denmark
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
A TTITUDES T OWARDS G ENERAL A DVERTISING Increasingly negative after the 1970s Hindered Search Disruption Perceived Clutter Irritation 3
A TTITUDES T OWARDS I NTERNET A DVERTISING Content (Informativeness) Form (Entertainment) Novelty 4
Model of Attitudes Toward Web Advertising 5
T HREE M ODELS OF M OBILE A DVERTISING Permission-Based Advertising Incentive-Based Advertising Location-Based Advertising 6
Attitudes towards Mobile Advertising: Research Framework 7
Findings Critical Factors Entertainment Credibility Irritation Permission-Based Advertising might be the the solution to negative attitudes to mobile advertising 8
Discussion 9