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
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.

Downloads

Download data is not yet available.

Article download

Crossmark

Metrics

Published
2010-05-03
How to Cite
Scolari C. A. ., Navarro Güere H. ., Pardo Kuklinski H. ., García Medina I. y 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

In order to support the global exchange of knowledge, the journal Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.