Customer Behavior Analysis on Mobile Advertisement

  • Koh, Bong-Sung (Department of Public Survey and Applied Statistics, Jeonju University) ;
  • Lee, Seok-Won (Department of Public Survey and Applied Statistics, Jeonju University)
  • Published : 2006.11.30

Abstract

The headline of advertisements holds the important position in advertisement recognition and receptivity. The mobile advertisements show an immediate reaction of customers because it is possible to do 'one-to-one communication'. And this makes the mobile advertisement as important as any kind of traditional marketing channel, like TV, Radio, Print. In this paper, we classified the headlines as several types and measured the effect of headline types.