Consumer attitudes toward mobile advertising : A study of the Dutch youth.

Purpose: To study the Dutch youth’s perceptions on and attitudes toward mobile advertising. Background: Consumers are living within a media saturated environment, which limits the effectiveness of advertising. This has led to advertising clutter, most prevalent in traditional mass media. The advertising clutter has resulted in marketers moving their advertising focus toward less cluttered mediums, such as mobile advertising. Mobile advertising allows companies to specifically target the right consumers by looking at age, gender and geographic regions etc. Being able to advertise to such a spec... Mehr ...