Study on Impact of Mobile Advertising on Consumer Behaviour

Abstract

Mobile advertising is a modem advertising medium. It is a revolutionary change in the field of advertising. It is an easier and better way to reach to target directly and advertise the product. It is considered as a new way of promoting the product to the potential consumer and influence consumer behaviour. It has also provided new opportunities to marketers to do their business in more effective way. Traditional advertising mediums like Television, radio, newspapers and magazine are non personal communication tools meant more for masses while mobile marketing is reaching to people and persuading them personally. It is considered as interactive medium of advertising. Today it is considered as a direct and fast mean of reaching to the potential consumers regardless of geographic location. With the trends in direct marketing more attention is paid to the use of mobile as a mean of effectively persuading potential consumer. This study aims to find impact of mobile advertising on consumer behavior.