Nuevas vías para la comunicación empresarialpublicidad en el móvil

  1. Feijoo González, Claudio
  2. Gómez Barroso, José Luis
  3. Martínez Martínez, Inmaculada José
Revue:
El profesional de la información

ISSN: 1386-6710 1699-2407

Année de publication: 2010

Titre de la publication: Documentación en publicidad y comunicación empresarial

Volumen: 19

Número: 2

Pages: 140-148

Type: Article

DOI: 10.3145/EPI.2010.MAR.04 DIALNET GOOGLE SCHOLAR lock_openAccès ouvert editor

D'autres publications dans: El profesional de la información

Résumé

Business communication in general, and advertising in particular, is in need of more targeted and effective approaches. This article introduces mobile advertising and its differential features, including the role of contextual advertising and customized relationship with mobile devices. It analyses future potential, identifying essential economic, technological and social forces that will shape mobile advertising in the short and middle term.

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