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

  • Carlos Alberto Scolari
  • Héctor Navarro Güere
  • Hugo Pardo Kuklinski
  • Irene García Medina
  • Jaume Soriano Clemente
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Keywords: Mobile communication, Mobile marketing, New media, Advertising, Mobile phone

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.
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Published
2010-05-03
How to Cite
Scolari, C. A., Navarro Güere, H., Pardo Kuklinski, H., García Medina, I., & Soriano Clemente, J. (2010). Marketing móvil en Cataluña: mapa de actores, contenidos y tendencias. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 3(1), 147-162. https://revistas.ucm.es/index.php/PEPU/article/view/PEPU0909120147A
Issue
Vol. 3 No. 1 (2009)
Section
Articles

License

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