1. 1 Ravi Vatrapu vatrapu@itu.dk Mobile Advertising Acceptance Leppaniemi, M., & Karjaluoto, H. (2005). Factors influencing consumers' willingness to accept mobile advertising: a conceptual model. International Journal of Mobile Communications, 3(3), 197-213. 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 37 Auditorium 4, ITU, Copenhagen, Denmark

2. M-A DVERTISING  Potential to become the best-targeted advertising medium  USA:  Mobile Web-based Advertising  Europe:  SMS and MMS based advertising 2

3. I NSIGHTS INTO M-A DVERTISING I NDUSTRY 3.1 Mobile is a growing advertising medium 3

4. I NSIGHTS INTO M-A DVERTISING I NDUSTRY 3.2 M-advertising is cost-effective 4

5. D EVELOPING T ECHNOLOGY AND M-A DVERTISING 5

6. F ULLER ’ S F IVE C RITICAL F ACTORS TO D ISTINGUISH E MAIL FROM S PAM 6

7. MMA’ S C ODE OF C ONDUCT : 6 C’ S OF P RIVACY 7 Choice (mobile marketing is acceptable only to consumers that opt-in to receive it) Control (consumers who opt-in must have any easy way to opt-out of all mobile marketing) Constraint (consumers should be able to set limitations on messages received) Customisation (analytical segmentation tools will help advertisers optimise message volume, ROI, and relevancy to the consumer) Consideration (consumers must perceive value in any mobile marketing campaign) Confidentiality (privacy policies must be aligned between the carrier and the brand).

8. Conceptual Model of Consumers’ Willingness to Accept Mobile Advertising 8

9. Discussion 9