Abstract
Advertisers struggle to reach effectively and efficiently to their customers, continuously seeking to influence them and simultaneously reduce the overall publicity costs. Business areas like the mobile devices industry, together with wireless technologies and interactive environments, bring an huge opportunity for marketing purposes, supporting the chance to turn advertising into a convenient and easily accessible source of information by letting marketers communicate with costumers in a more direct, personal and contextualized way. This paper presents some foundations for the development of a system that will allow context-aware personalized profile-based advertising delivery, by using Bluetooth technology to identify and communicate with customers in a given geographic area, through their mobile devices.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Bulander, R., Decker, M., Schiefer, G., Kölmel, B.: Comparison of Different Approaches for Mobile Advertising. In: Proceedings of the Second IEEE International Workshop on Mobile Commerce and Services (WMCS 2005), pp. 174–182. IEEE Computer Society, Washington, DC, USA (2005), http://dx.doi.org/10.1109/-WMCS.2005.8 , doi:10.1109/WMCS.2005.8
Bulander, R., Decker, M., Schiefer, G., Kölmel, B.: Enabling Personalized And Context Sensitive Mobile Advertising While Guaranteeing Data Protection. In: Proceedings of the EURO-mGOV (2005)
Eriksson, C.I., Akesson, M.: Ubiquitous Advertising Challenges. In: 7th International Conference on Mobile Business, ICMB 2008, July 7-8, pp. 9–18 (2008), http://ieeexplore.ieee.org/ , doi:10.1109/ICMB.2008.19
Simoes, J.: A generic enabler framework for contextualized advertising within interactive multimedia services. In: IEEE International Symposium on a World of Wireless, Mobile and Multimedia Networks & Workshops, WoWMoM 2009, June 15-19, pp. 1–3 (2009), http://ieeexplore.ieee.org/ , doi:10.1109/WOWMOM.2009.5282399
Urban, G.L.: Customer Advocacy: A New Era in Marketing? Journal of Public Policy & Marketing 24, 155–159 (2005)
Vatanparast, R.: Piercing the Fog of Mobile Advertising. In: International Conference on the Management of Mobile Business, ICMB 2007, July 9-11, p. 19 (2007), http://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber-=4278563&isnumber=4278535 , doi:10.1109/ICMB.2007.52
Komulainen, H., Ristola, A., Still, J.: Mobile advertising in the eyes of retailers and consumers - empirical evidence from a real-life experiment. In: 2006 International Conference on Mobile Business, ICMB, p. 37 (2006)
Simoes, J., Lamorte, L., Boris, M., Criminisi, C., Magedanz, T.: Enhanced Advertising for next generation networks. In: 2009 ITU-T Kaleidoscope Academic Conference (2009)
Bhebhe, L.: Location Service for Restaurants. In: TKK T-110.5190 Seminar on Internetworking (2008)
Krumm, J.: Ubiquitous Advertising: The Killer Application for the 21st Century. IEEE Pervasive Computing 10(1), 66–73 (2011), http://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=5396316&isnumber=5676140 , doi:10.1109/MPRV.2010.21
Chen, Y., Chou, H., Lin, C., Lin, H., Yuan, S.: A System Implementation of Pushing Advertisement to Handheld Devices via Bluetooth. In: Fourth International Conference on Networked Computing and Advanced Information Management, NCM 2008, September 2-4, pp. 133–136 (2008), http://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=4623992&isnumber=4623958 , doi:10.1109/NCM.2008.168
Aalto, L., Göthlin, N., Korhonen, J., Ojala, T.: Bluetooth and WAP push based location-aware mobile advertising system. In: Proceedings of the 2nd International Conference on Mobile Systems, Applications, and Services (MobiSys 2004), pp. 49–58. ACM, New York (2004), http://doi.acm.org/10.1145/990064.99-0073 , doi:10.1145/990064.990073
Ojala, T.: Case studies on context-aware mobile multimedia services. Journal on Digital Information Management 8, 3–14 (2010)
Halim, A.H., Fauzi, A.H., Tarmizi, S.: Bluetooth mobile advertising system using pull-based approach. In: International Symposium on Information Technology, ITSim 2008, August 26-28, vol. 4, pp. 1–4 (2008), http://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=4631881&isnumber=4631845 , doi:10.1109/ITSIM.2008.4631881
Haghirian, P., Madlberger, M., Tanuskova, A.: Increasing Advertising Value of Mobile Marketing - An Empirical Study of Antecedents. In: Proceedings of the 38th Annual Hawaii International Conference on System Sciences (HICSS 2005) - Track 1, vol. 1, p. 32c (2005)
Vatanparast, R., Butt, A.H.: Factors Affecting Use of Mobile Advertising: A Quantitative Study. In: 42nd Hawaii International Conference on System Sciences, HICSS 2009, January 5-8, pp. 1–8, (2009), http://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=4755447&isnumber=4755314 , doi:10.1109/HICSS.2009.214
Drossos, D., Giaglis, G.M.: Mobile Advertising Effectiveness: an Exploratory Study. In: International Conference on Mobile Business, ICMB 2006, June 26-27, p. 2 (2006), http://ieeexplore.ieee.org/stamp/sta-mp.jsp?tp=&ar-number=4124097&isnumber=4124089 , doi:10.1109/ICM-B.2006.30
Drossos, D., Giaglis, G.M., Lekakos, G.: An Empirical Assessment of Factors that Influence the Effectiveness of SMS Advertising. In: 40th Annual Hawaii International Conference on System Sciences, HICSS 2007, p. 58c (2007)
Ranganathan, A., Campbell, R.H.: Advertising in a pervasive computing environment. In: Proceedings of the 2nd International Workshop on Mobile Commerce, WMC 2002, pp. 10–14. ACM, New York (2002), http://doi.acm.org-/10.1145/570705.570708, doi:10.1145/570705.570708
Lee, C., Hsieh, M.: The Influence of Mobile Self-Efficacy on Attitude towards Mobile Advertising. In: New Trends in International Conference on Information and Service Science, NISS 2009, June 30-July 2, pp. 1231–1236 (2009), http://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnum-ber=5260506&isnumber=5260409 , doi:10.1109/NISS.2009.91
Haghirian, P., Madlberger, M., Inoue, A.: Mobile Advertising in Different Stages of Development: A Cross-Country Comparison of Consumer Attitudes. In: Proceedings of the 41st Annual Hawaii International Conference on System Sciences, January 7-10, p. 48 (2008), http://ieeexplore.ieee.org/stamp/stamp.jsp-?tp=&arnumber=4438752&isnumber=4438696 , doi:10.1109/HICSS.2008.318
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2011 Springer-Verlag Berlin Heidelberg
About this paper
Cite this paper
Alexandre, G. et al. (2011). Foundations for a Mobile Context-Aware Advertising System. In: Cruz-Cunha, M.M., Varajão, J., Powell, P., Martinho, R. (eds) ENTERprise Information Systems. CENTERIS 2011. Communications in Computer and Information Science, vol 220. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-24355-4_6
Download citation
DOI: https://doi.org/10.1007/978-3-642-24355-4_6
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-24354-7
Online ISBN: 978-3-642-24355-4
eBook Packages: Computer ScienceComputer Science (R0)