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Mobile Advertising Engine For Centralized Mobile Coupon Delivery

Author

Listed:
  • Jeffrey Wray
  • Daniel Plante

Abstract

During the past decade, the preferred medium for advertising has seen a dramatic shift away from print media and other traditional means of distribution. In 2009 alone, it is estimated that advertising spending dropped by between 10 and 20 percent for newspapers, consumer magazines, radio, and television while increasing an estimated 9.2 and 18.1 percent in Internet and mobile advertising respectively. Driven by the high cost of print media, lower redemption rates on print coupons, and correspondingly higher redemption rates for mobile and Internet coupons, companies are beginning to adopt and develop mobile campaign management strategies to adapt to the changing market. However, presently the majority of mobile and Internet campaign management platforms are developed on a merchant-by-merchant basis. Customers must either download a separate mobile phone app or visit and register at a different web site for each merchant to obtain their coupons. In this paper, we present a more centralized coupon distribution approach using a Mobile Advertising Engine that aggregates coupons from multiple corporations, tracks point of sales redemption, and reports campaign effectiveness using a mobile marketing and reporting platform.

Suggested Citation

  • Jeffrey Wray & Daniel Plante, 2011. "Mobile Advertising Engine For Centralized Mobile Coupon Delivery," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 4(1), pages 75-85.
    • Handle: RePEc:ibf:ijmmre:v:4:y:2011:i:1:p:75-85
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    References listed on IDEAS

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    1. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1992. "The Role of Optimum Stimulation Level in Exploratory Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(3), pages 434-448, December.
    2. Chiou-Wei, Song-Zan & Inman, J. Jeffrey, 2008. "Do Shoppers Like Electronic Coupons?," Journal of Retailing, Elsevier, vol. 84(3), pages 297-307.
    Full references (including those not matched with items on IDEAS)

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    Keywords

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    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights

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