Marketing móvil en Cataluña: mapa de actores, contenidos y tendencias

Translated title of the contribution: Mobile marketing in Cataluña: map of actors, contents and trends

Carlos Alberto Scolari, Héctor Navarro Guere, Hugo Pardo-Kuklinski, Irene Garcia Medina, Jaume Soriano Clemente

    Research output: Contribution to journalArticle

    Abstract

    This article presents a part of the results of a research carried out in 2008 to identify the actors, contents and tendencies of mobile marketing produced in Catalonia. Mobile marketing is changing different aspects of advertising, because a mobile telephone is a personal device that permits direct and interactive communication and which a very large proportion of the public uses, it is an especially attractive vehicle to carry out marketing. The research draws a situation map, proposes a series of analytical categories and tendencies and opens the field for more specific analysis of mobile marketing in Catalonia in the future.
    Original languageSpanish
    Pages (from-to)147-162
    Number of pages16
    JournalPensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
    Volume3
    Issue number1
    Publication statusPublished - 2009

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    Keywords

    • mobile communication
    • mobile marketing
    • new media
    • advertising
    • mobile phone

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