Skip to main content

Main menu

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Topics
    • All topics
    • Analytics and data
    • Celebrity endorsement
    • Creativity
    • Cross-platform
    • Diversity
    • Neuromarketing
    • Pharmaceutical and healthcare
    • Segmentation and targeting
    • Social media
    • Sponsorship
    • Television
  • Submit
    • Calls for Papers
    • Submit a manuscript
  • Subscribe
    • Subscribe to JAR
    • Pay per view
    • ARF members
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • JAR in the News
    • My Folders
    • Feedback
    • Contact
  • Other Publications
    • jadvertres

User menu

  • Subscribe
  • Contact Us

Search

  • Advanced search
  • Other Publications
    • jadvertres

Log in

  • Facebook
  • Twitter
  • Linkedin
the Journal of Advertising Research

Advanced Search

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Topics
    • All topics
    • Analytics and data
    • Celebrity endorsement
    • Creativity
    • Cross-platform
    • Diversity
    • Neuromarketing
    • Pharmaceutical and healthcare
    • Segmentation and targeting
    • Social media
    • Sponsorship
    • Television
  • Submit
    • Calls for Papers
    • Submit a manuscript
  • Subscribe
    • Subscribe to JAR
    • Pay per view
    • ARF members
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • JAR in the News
    • My Folders
    • Feedback
    • Contact

Has the Time Finally Come for the Medium of the Future?

Research on Mobile Advertising

Shintaro Okazaki, Patrick Barwise
DOI: 10.2501/JAR-51-1-057-071 Published 1 March 2011
Shintaro Okazaki
Universidad Autónoma de Madrid
  • Find this author on Google Scholar
  • Search for this author on this site
Patrick Barwise
London Business School
  • Find this author on Google Scholar
  • Search for this author on this site
  • Article
  • Info
  • PDF
Loading

Click on the PDF link for the complete article.

ABSTRACT

Mobile advertising is a young, fast-growing part of marketing communications. Initially over-hyped, it is now starting to take off for real. What can we learn about it from the early academic research? Initial studies on the medium focused on “push” advertising using SMS—an issue complicated by issues of the constraints of consumer permission, acceptance and trust. Results have been mixed but suggest acceptance, especially by younger consumers, of well-executed SMS-based push advertising if the source is trusted, permission has been given, and the messages are relevant and/or entertaining. Researchers have started to broaden the agenda to cover

  • push mobile advertising beyond SMS (e.g., using still or moving pictures and sound) and

  • mobile as a “pull” or response medium (e.g., in combination with traditional media and promotions).

For future research, emerging topics include device-readable printed codes in print ads and packaging; mobile search; location-based mobile communications and promotions; branded mobile entertainment, especially games; and user-generated mobile content and social networking. Many of these reflect the growth of the mobile Internet since the 2007 launch of Apple's iPhone. Finally—perhaps uniquely within academic research in marketing—most mobile advertising research has been conducted in Asia and Europe, not the United States. The rapid growth of the mobile Internet will, the authors hope, lead to more U.S. research in this increasingly important area.

  • Copyright© 2011 ARF. All rights reserved.

ARF MEMBERS

If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In

Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00

Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.

Log in using your username and password

Forgot your user name or password?
Forgot your user name or password?
PreviousNext
Back to top

Vol 51 Issue 1 50th Anniversary Supplement

Journal of Advertising Research: 51 (1 50th Anniversary Supplement)
  • Table of Contents
  • Table of Contents (PDF)
  • Cover (PDF)
  • Index by author
  • Front Matter (PDF)
Email

Thank you for your interest in spreading the word about the Journal of Advertising Research.

NOTE: We only request your email address so that the person you are recommending the page to knows that you wanted them to see it, and that it is not junk mail. We do not capture any email address.

Enter multiple addresses on separate lines or separate them with commas.
Has the Time Finally Come for the Medium of the Future?
(Your Name) has forwarded a page to you from the Journal of Advertising Research
(Your Name) thought you would like to see this page from the Journal of Advertising Research web site.
CAPTCHA
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.
Alerts
Sign In to Email Alerts with your Email Address
Citation Tools
Has the Time Finally Come for the Medium of the Future?
Shintaro Okazaki, Patrick Barwise
Journal of Advertising Research Mar 2011, 51 (1 50th Anniversary Supplement) 59-71; DOI: 10.2501/JAR-51-1-057-071

Citation Manager Formats

  • BibTeX
  • Bookends
  • EasyBib
  • EndNote (tagged)
  • EndNote 8 (xml)
  • Medlars
  • Mendeley
  • Papers
  • RefWorks Tagged
  • Ref Manager
  • RIS
  • Zotero
Download PDF
Request Permissions
Share
Has the Time Finally Come for the Medium of the Future?
Shintaro Okazaki, Patrick Barwise
Journal of Advertising Research Mar 2011, 51 (1 50th Anniversary Supplement) 59-71; DOI: 10.2501/JAR-51-1-057-071
del.icio.us logo Digg logo Reddit logo Twitter logo Facebook logo Google logo Mendeley logo
Save to my folders

Jump to

  • Article
  • Info
  • PDF
  • Tweet Widget
  • Facebook Like
  • Google Plus One

© 2022 the Journal of Advertising Research

The ARF is the premier advertising industry association for creating, aggregating, synthesising and sharing the knowledge required by decision makers to lead and succeed.

www.thearf.org

JAR is published four times a year for the Advertising Research Foundation by WARC. Both subscribers and ARF members can access recent issues of JAR via this site.

A larger JAR archive is accessible at WARC, alongside case studies, best practice guides, marketing intelligence, consumer insight, industry trends and latest news from around the world.

Take a trial of WARC.com

Navigate

  • Home
  • Current Issue
  • Archive
  • Digital First
  • JAR Best Paper
  • Topics
  • Submit a manuscript
  • Calls for Papers
  • About JAR
  • Subscribe to JAR
  • Pay per view
  • ARF members
  • Meet the Editors
  • ARF and Editorial Review
  • JAR in the News
  • My Folders

Contact us

  • Contact
  • Feedback
  • ARF members

General

  • About the ARF
  • About WARC
  • Rights & Permissions
  • Advertise in JAR
  • Terms of Use