MOBILE MARKETING - TRENDS ON THE ROMANIAN ADVERTISING MARKET

Dinu Cristina, Iatagan Mariana and Natalia Manea ()
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Natalia Manea: Spiru Haret University, Faculty of Marketing and International Busines

Ovidius University Annals, Economic Sciences Series, 2010, vol. X, issue 1, 973-978

Abstract: In these times of economic crisis, the advertising market goes through a difficult period, as companies reduce marketing budgets drastically trying to reduce their costs. For some companies, mobile phone can be a very effective communication channel because mobile adds are much cheaper than classic advertising, offers many advantages as a means to promote and may become an "ally" of those companies that support sustainable development and social responsibility. The article present a SWOT analysis of the mobile marketing medium and it proposes ways to develop wide-scale mobile marketing, given that, at the present, promoting this environment is viewed with skepticism both by companies and consumers at the same time.

Keywords: mobile marketing; advertising; communication channel (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:10:y:2010:i:1:p:973-978

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