Mobile Advertising Effect on Advertisment Behavior and Response

The main objective of this research is to understand that the mobile advertising audience how advertising is done through your mobile phone, and follow the campaign and the importance of this type of advertising is attractive to them. The objective of this study to understand the effectiveness of advertising with respect to the location, the type of phone and SIM them. The aim of this study is an applied research and the nature and content of the research survey is.The study population includes all people who use the services of Asia Tech in the Alborz province altogether, and random and random sample of those who after receiving a promotional message via SMS to the site where the data were collected 358 . The results showed that exposure to advertising content to be informative negatively affects the search depth. In addition to informative advertising content to be mobile in the form of positive impact on theextent of the search. In addition to informative advertising content to be mobile in the form of positive impact on the extent of the search. In addition, exposure to advertising, informative content on the response in the form of mobile advertising has an effect. The results showed that exposure to persuasive advertising content to positively impact the search depth. Of directional exposure to persuasive advertising content in the form of Mobile negatively affect the search area. Also, exposure to persuasive advertising content (incentive) on mobile advertising in the form of positively influenced. The information-seeking behavior, in terms of depth in the form of mobile search advertising response is positive and solemn manner dependent. The information-seeking behavior, the extent of the search, the response in the form of mobile dvertising positively and dignified manner dependent. The number of images and the number of characters seen on the response seen positively affect mobile ad format.

Keywords:

Mobile Advertising , Behavioral Advertising , Promotional Response