Description
A practical guide to the emerging mobile advertising market, Mobile Advertising covers all the major topics in this emerging multibillion-dollar industry. This is a complete how-to guide for anyone who wants to understand and take advantage of this hot new advertising medium. Drawing on the experience of three industry veterans, insights from key influencers and decision makers, and detailed case studies, the book gives you practical guidance for getting the most out of mobile advertising.
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Sharma, a technology and media consultant, overviews the conceptual, analytical, and practical applications of mobile advertising in this guide for marketers, service providers, and investors. He evaluates structural obstacles hindering the potential of mobile advertising, and evaluates possible solutions. Early chapters review the history of advertising and the digital revolution, and later chapters examine topics such as business models for implementation, search advertising and its pricing and auction derivatives, and brand-based campaigning. Case studies shed light on current practice around the world. The book will be of interest to anyone involved in the Web or wireless industries, from either the technical or marketing side. Sharma has written four other books on the mobile industry. Annotation ©2008 Book News, Inc., Portland, OR (booknews.com)
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