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- Title
Nuevas vías para la comunicación empresarial: publicidad en el móvil.
- Authors
Feijóo-González, Claudio; Gómez-Barroso, José-Luis; Martínez-Martínez, Inmaculada J.
- Abstract
Business communication in general, and advertising in particular, is in need of more targeted and effective approaches. This article introduces mobile advertising and its differential features, including the role of contextual advertising and customized relationship with mobile devices. It analyses future potential, identifying essential economic, technological and social forces that will shape mobile advertising in the short and middle term.
- Subjects
SPAIN; BUSINESS communication; CELL phone advertising; CORPORATE public relations; COMMUNICATION in management; SOCIAL forces; MANAGEMENT
- Publication
El Profesional de la Información, 2010, Vol 19, Issue 2, p140
- ISSN
1386-6710
- Publication type
Article
- DOI
10.3145/epi.2010.mar.04