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  • Cynicism about mobile advertising is greatly misplaced

    The Conversation - 08/19/2015

    A number of studies have demonstrated the effectiveness of mobile advertising in different contexts.

    For example, Professor Yakov Bart and colleagues have shown that mobile display ad campaigns significantly increased consumers’ favorable attitudes and purchase intentions when they promoted products that were utilitarian (ie, need-based goods used for practical purposes) versus hedonic (ie, desirable goods that are used for luxury purposes).

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