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Essay / Research Paper Abstract
This 9 page paper is written in report format and looks at the concept and potential uses of mobile marketing for use by a fictitious firm. The potential benefits and concerns over the way this format is examined with consideration of the application to practical applications. The bibliography cites 7 sources.
Page Count:
9 pages (~225 words per page)
File: TS14_TEmobilemark.rtf
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Unformatted sample text from the term paper:
mostly taking place in the US. The management have a limited level of marketing funds and undertaking national television marketing is not a viable option. The management wish to investigate
the potential of mobile marketing in order to assess if it is a potentially viable approach to marketing their vehicles to their target market. The report has been created
by undertaking an in-depth literature review of relevant marketing theory and practice, with a focus on peer reviewed and professional journals in order to ensure that reviewed and reports data
and theories are reliable. 2. Key Points Key points of the literature review indicate that mobile marketing has operated potential, not only is it more cost efficient, it has
a much greater potential in terms of immediate delivery and personalization, including localization. The technology has developed, and is continuing to develop, in a way that supports mobile marketing to
take place, facilitating more interesting messages that are likely to engage the consumer. However, there are also some concerns on the part of marketers regarding the way that mobile marketing
is received by the consumers. There are concerns regarding the way in which mobile marketing may be perceived as an invasion of privacy, as well as resentment for the process
for quite to open and read the message in order to determine it is a marketing message. The ability to personalize messages, utilizing information regarding potential consumers may help to
reduce the sending of wasted messages were so that targeting is more effective, but the predominant agreement with in the marketing industry is that the best approach is to gain
permission from the consumer to receive marketing messages. Furthermore, research also indicates that if the recipients are between the ages of 21 years and 30 years they are more likely
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