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How Effective Is Location-Targeted Mobile Advertising? by Zheng Fang, Xueming Luo, Megan E. Keith

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How Effective Is Location-Targeted Mobile Advertising?

Mobile advertising that is targeted based on a consumer’s location can be effective — particularly with customers who have a high level of interest in the type of product you’re selling.

Zheng Fang, Xueming Luo and Megan E. Keith

WINTER 2015

Advances in mobile communication and geo-positioning technologies in recent years have presented marketers with a new media channel: location-targeted mobile advertising. Location-targeted mobile advertising involves the provision of ad messages to cellular subscribers based on their geographic locations; this allows marketers to deliver ads and coupons that are customized to an individual’s tastes and geographic location and the time of day.

Although ...

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