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dc.contributor.authorDavhana, Shandukani Alberten_US
dc.descriptionThesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.
dc.description.abstractMarketing and advertisement activities are transforming as new digital media streams emerge. It is believed that the first major digital transition took place when broadcast media such as television and cinema, also called first screen, to the PC Internet, referred to as the second screen, entered the media industry. The last couple of years saw an expanding transition into the third screen, which is the mobile handset, commonly known as cellphones in South Africa. The rapid explosion of mobile phones and other mobile devices has created a new marketing channel. The use of Short Messaging Service, Multimedia Message Service, Graphic WAP Banners, and Video Clips to communicate with customers through their mobile devices / cellphones has gained popularity, making the mobile phone the ultimate medium for one–to–one or one–to–many marketing. And the more mobile handsets penetrate the mass market, the greater are the opportunities for advertising experiences. This exploratory study investigates the impact / effectiveness of mobile advertising to consumers in the short–term insurance industry. The study briefly focuses on whether marketers are reaping the benefits of using this medium to communicate and market their products and services to the identified target market. The findings indicate that mobile advertising has an impact on consumers in the short–term insurance industry. It was also envisaged that where mobile advertising seems to have no effect, the root of the problem lies in the mass marketing approach. Customers are looking for full customisation of mobile marketing messages, based on their individual requirements, tastes, preferences, location, time, and it should also add value to consumers. For maximum impact, it is also recommended that marketers should build measurements, targeting and optimisation into their campaign processes.en_US
dc.publisherNorth-West University
dc.subjectMobile advertisingen_US
dc.subjectMobile interneten_US
dc.subjectWireless Application Protocol (WAP)en_US
dc.subjectWEB/WAP portalen_US
dc.subjectShort Message Service (SMS)en_US
dc.subjectMultimedia Message Service (MMS)en_US
dc.subjectMobile phonesen_US
dc.subjectMobile handsetsen_US
dc.subjectMobile devicesen_US
dc.titleThe influence of mobile internet on advertising to consumers in the short–term insurance industryen

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  • ETD@PUK [7579]
    This collection contains the original digitized versions of research conducted at the North-West University (Potchefstroom Campus)

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