Jump to ContentJump to Main Navigation
TapUnlocking the Mobile Economy$
Users without a subscription are not able to see the full content.

Anindya Ghose

Print publication date: 2017

Print ISBN-13: 9780262036276

Published to MIT Press Scholarship Online: January 2018

DOI: 10.7551/mitpress/9780262036276.001.0001

Show Summary Details
Page of

PRINTED FROM MIT PRESS SCHOLARSHIP ONLINE (www.mitpress.universitypressscholarship.com). (c) Copyright The MIT Press, 2018. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a monograph in MITSO for personal use (for details see http://www.mitpress.universitypressscholarship.com/page/privacy-policy).date: 16 August 2018

Time: It’s On Your Side

Time: It’s On Your Side

Chapter:
(p.79) 6 Time: It’s On Your Side
Source:
Tap
Author(s):

Anindya Ghose

Publisher:
The MIT Press
DOI:10.7551/mitpress/9780262036276.003.0007

This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: time. It addresses questions such as: How can advertisers use time to their advantage to reach their target audience? Now that smartphones give advertisers the opportunity to reach an individual consumer in real time, what is the secret to getting the timing and the ad right? What is the best way to deliver a timely advertisement that will trigger a positive response? The chapter discusses advertising effectiveness based on time of day, advertising effectiveness based on day of the week, effectiveness of coupon redemption windows, the relationship between redemption windows and geography, and mobile advertising and its effect on different stages of the purchase funnel.

Keywords:   time, mobile economy, mobile advertising, marketing, consumer behavior, advertising effectiveness, coupon redemption, purchase funnel

MIT Press Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs, and if you can't find the answer there, please contact us.