earticle

영어

There found limitations of mobile advertising researches in methodology, theory building, and research implication. Existing researches were basic and some exploratory studies on mobile advertising and its effects. Especially, there was not a systematic typology research on mobile advertising. This paper tried to develop a systematic and empirical typology of mobile advertising and show proper advertising cases. We classified mobile advertising using mobile channels and methods (Text, Icon, Media, and Contents). Also we used advertising effects like information offering, leading transaction and response, and channel connection in classification of mobile advertising. Finally we suggested mobile advertising cases based on this typology and analysed the performance of moile advertising.