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Marketing Management Case Study

Case Title:

Mobile Phones: The Advent of a New Advertising Medium

Publication Year :  2010

Authors: Dileep R.Warrier, Doris Rajakumari John

Industry: Mobile Phone


Case Code: MM0053

Teaching Note: Available

Structured Assignment: Available


Marketers are constantly looking for innovative ways and channels to send marketing messages. The attention of marketers swung towards mobile phones as an innovative medium for this purpose, due to their mass usage. Mobile phone penetration around the world reached more than 2 billion as of 2008. This led to use of short messaging, mobile search advertising, and video files as advertisement platforms for reaching consumers. Most consumers around the world accept such messages, according to their perceived relevance and offers provided. Mobile phone advertising platforms have evolved, depending upon the features of mobile phones that consumers use. The case analyses how mobile phones can be used better for marketing communication.

Pedagogical Objective:

  • To understand the opportunities for marketing communication through mobile phone as a medium
  • To discuss how mobile phone advertisements should be designed considering how consumers react to advertisements through mobile phones.

Keywords : Mobile Phones; Advertising; Innovation Management Case Study; Competiton; Mobile Serach Users; SMS; MMS


  • Mobile: Is it a common medium?
  • Forms of Mobile Advertising
  • Short Text Messages/Short Message Services (SMS)
  • Multimedia Messaging Services (MMS)
  • Exploring Opportunities

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