Tech Industry

Effectiveness Of Mobile Advertising: The Indian Scenario

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Executive Summary

In the current scenario, mobile internet applications enable consumers to access a variety of services: Web information search, SMS (Short Message Service), MMS (Multimedia Message Service), banking, payment, gaming, e-mailing, chat, weather forecast, GPS (Global Positioning Service), and so forth. Collectively, the authors denominate this wide array of services as "M-Commerce." These digital media are considered to potentially improve the possibilities to reach the consumers by allowing personalization of the content and context of the message.

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