Wednesday, November 20, 2013

Making Mobile Ads That Work

STEPHEN Andrew T., BART Yakov, SARVARY Miklos,
Making Mobile Ads That Work Harvard Business Review 91, 12 (2013) p. 32


The article focuses on how to create advertisements on mobile device applications. Topics include the use of marketing for both utilitarian and high-involvement products, the purchase intention of consumers, and how mobile display advertisements can be effective. Information is provided on hedonic products.