EBK PRINCIPLES OF MARKETING
16th Edition
ISBN: 9780133850697
Author: Kotler
Publisher: VST
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Chapter 17, Problem 17.14MA
Summary Introduction
Case summary:
Usually consumers spends 1/3 of the time of media viewing on mobile. Mobile advertising is also a part of online advertising. It is the fastest growing channel. A research found that only 41% of the investments are succeeding and rest are not sure and inconsistent on their growth.
To discuss: The way marketers evaluates the return on investment on mobile advertising and the elements used to assess the effectiveness of mobile advertising.
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