Mobile Promotion

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Author(s): Gonca Telli Yamamoto (Okan University, Turkey)
Copyright: 2010
Pages: 20
Source title: Mobilized Marketing and the Consumer: Technological Developments and Challenges
Source Author(s)/Editor(s): Gonca Telli Yamamoto (Okan University, Turkey)
DOI: 10.4018/978-1-60566-916-8.ch006

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

Promotions are various activities which are realized in order to create and maintain demand for products or services. Promotions are created to reach customers and to gain some profit from them. Therefore, these activities are very important for marketers. In mobile marketing, mobile promotions mean that the companies’ promotional activities are done with mobile devices. Mobile promotion can also be defined as the conduct of promotion activities via mobile instruments. In its most common sense, mobile promotion considered as the promotional method for the customer in an appropriate and permitted manner by benefitting from a live media via mobile devices such as PDA. In this chapter, mobile promotions are evaluated. Mobile advertising and consumer reaching technologies such as SMS and MMS are discussed in detail. Types and the user profile are also examined and some current activities are stated. One-to-one communication and sales promotions such as coupons and other motivational material are broadly composed in this chapter.

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