Reactions to Bluetooth Proximity Marketing in LA Area Malls

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Executive Summary

Mobile advertising is a method for companies to reach their customers through mobile devices. The Mobile Marketing Association (MMA, 2009) defines mobile marketing as the use of wireless media as an integrated content delivery and response vehicle within a crossmedia marketing program. Integrated content can include images, texts messages, movies and other material containing the company's marketing message. Companies can connect to customers through their mobile phones in various ways. Mobile marketing methods include voice, text messaging, mobile websites and proximity marketing. Voice allows customers to chat with a person one-on-one or interact with a voice recording. For example, a company can post a physical sign with a phone number to call for more information about their services.

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