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Classic Guide to Mobile Advertising

Classic Guide to Mobile Advertising

Ratings: (0)|Views: 794 |Likes:
Published by Peter Risman
This guide comprises 56 articles authored by some of the top executives
in mobile advertising and marketing. The topics graduate from basic level to intermediate and then advanced, following Mobile Marketer’s
established pattern with its Classic Guide series.
While the mix may seem eclectic, the guide is chockfull
with advice,
best practice and howto
tips on everything, from a lay of the land and an Interactive Advertising Bureau primer on how to buy media on mobile to structuring and deploying mobile advertising campaigns and programs as well as their issues, analysis and measurement.
This guide comprises 56 articles authored by some of the top executives
in mobile advertising and marketing. The topics graduate from basic level to intermediate and then advanced, following Mobile Marketer’s
established pattern with its Classic Guide series.
While the mix may seem eclectic, the guide is chockfull
with advice,
best practice and howto
tips on everything, from a lay of the land and an Interactive Advertising Bureau primer on how to buy media on mobile to structuring and deploying mobile advertising campaigns and programs as well as their issues, analysis and measurement.

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Published by: Peter Risman on Sep 25, 2009
Copyright:Attribution Non-commercial

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07/10/2013

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TM
 
August
 
14,
 
2009
 
Mobile
 
Marketer
 
A
 
CLASSIC
 
GUIDE
 
$395
 
THE
 
 NEWS
 
LEADER 
 
IN
 
MOBILE
 
MARKETING,
 
MEDIA
 
AND
 
COMMERCE
 
Classic
 
Guide
 
to
 
Mobile
 
Advertising
 
 
Mobile
 
Marketer
 
TM
CONTENTS
 
CLASSICGUIDETO
48
 
49
MOBILEADVERTISING
BASIC
50
 
4
 
Editor’s note: Mobile advertising’s appeal grows. So should its budgets
 
51
 
6
 
Mobile is critical component of Microsoft Advertising’s strategy
 by Mickey Alam Khan
 
52
 
8
 
The New York Times on mobile: All the news that’s fit to pinc
 by Mickey Alam Khan and Jordan Crook 
 
53
 
12
 
What is mobile advertising?
 by Michael Becker 
 
15
How to plan for a mobile marketing program
 by Ben Gaddis
 
54
 
17
The ABCs of SMS advertising
 by Philippe Poutonnet
 
55
 
20
SMS is key to advertising mix
 by Gregory J. Dunn
 
56
 
21
How brands can structure an SMS campaig
 by Shira Simmonds
 
58
 
22
Working with an aggregator on the lifecycle of a short cod
 by Ben Tannenbaum
 
59
 
23
How to make a valuable ad impression
 by Steven Rosenblatt
 
60
 
24
Mobile video belongs in the multichannel marketing mix
 by Frank Barbieri
 
62
 
25
Mobile will enable brands to align with consumption patterns
 by Alexandros Moukas
 
64
 
26
The rich in rich media – goals, design and results
 by Jon Altschuler and Eswar Priyadarshan
 
66
 
27
Role of branded apps in mobile advertising
 by Ken Willner 
 
67
 
28
Mobile delivers moment of truth at retail
 
 by David Spear 
 
69
 
29
A roadmap to mobile marketing
 by Jose Villa
 
71
 
30
 
Interactive Advertising Bureau – How to buy media on mobile
 
72
 
36
 
Dairy Queen launches RFID-based mobile loyalty progra
 by Dan Butcher 
 
73
 
INTERMEDIATE
37
Forbes on mobile: the new capitalist tool
75
 
 by Jeff Bauer 
 
39
Why a mobile ad network matters to publishers
77
 
 by Eric Holmen
 
41
The potential of SMS advertising
79
 
 by Alan Pascoe
 
42
Making a case for mobile video advertising
83
 
 by Thomas N. Ellsworth
 
43
Reaching the fragmented mobile audience
84
 
 by Faraz A. Syed
 
44
7 ways to make your idle screen campaign delivery
85
 
 by Jon Jackson
 
45
MMS advertising as a utility for advertisers
86
 
 by Richard Eicher 
 
46
Tips on branded mobile apps beyond the iPhone
87
 
 by Ken Singer 
 
47
How to ensure that the brand’s iPhone app isn’t deleted
88
 
 by Maya Mikhailov
 
The appeal of interactive voice respons
 by Charles Edwards
 
Flexibility is key for SMS coupon
 by Jeff Brown and Ron Vetter 
 
Web analytics and mobile analytics are not similar
 by Jose Villa
 
Local TV stations see mobile in the picture for advertisers
 by Leon Spencer 
 
Value best practice in mobile marketing
 by Chris Brassington
 
Porsche mobile effort outperforms online display ads
 by Giselle Tsirulnik 
 
ADVANCED
Building a successful mobile business model
 by Jay Neuman
 
Hear that? Voice is killer app on mobil
 by Stéphane Attal
 
ABCs of mobile advertising optimization
 by Harald Neidhardt
 
Maximizing mobile advertising potential requires broad collaboration
 by Guy Yaniv
 
Mobile advertising and the African opportunit
 by Alexander Gregori
 
AP Mobile: the new wireless service
 
 by Jeffrey Litvack and Daniel Hodges
 
Big brands turn to mobile advertising and marketing
 by Dan Butcher 
 
Mobile Advertising: Smart money on smartphones
 by Giselle Tsirulnik 
 
Look beyond the Apple iPhon
 by Jeff Hasen
 
World Wide Where? Getting location-based mobile marketing righ
 by Chris Glodé
 
Why reach is the critical mobile advertising metric
By Erin (Mack) McKelvey
 
Blowing campaign budget on pre-canned data?
 by Andrew Bovingdon
 
Why carrier-based billing makes sense
 by Jay Emmet
 
How to track and measure a mobile ad campaigb
y Bruce Braun
 
Time to flip the script for mobile
 by Josh Webb
 
Calling for a trusted third party to manage mobile consumer data
 by Patrick Seymour 
 
The mobile advertising bazaar
 by Jamie Wells
 
Overcoming mobile advertising ecosystem hurdles
 by Scott Cotter 
 
Hachette Filipacchi monetizes magazine titles with mobile ads
 by Dan Butcher 
 
ESPN: Mobile lucrative channel for publisher
 by Dan Butcher 
 
What are the requirements for a mobile marketing executive
 by Heather Baker 
 
Mobile advertisers continue to face legal challenges
 by Gonzalo E. Mon
 
Audience engagement more important than clic
 by Paran Johar 
 
MOBILE
 
MARKETERʼS
 
CLASSIC
 
GUIDE
 
TO
 
MOBILE
 
ADVERTISING
 
WWW.MOBILEMARKETER.COM
PAGE
 
3
 

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