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A case study of mobile advertising in South Korea : Personalisation and digital multimedia broadcasting (DMB)

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  • A case study of mobile advertising in South Korea
  • Kim, Mi Jung; Jun, Jong Woo
  • Palgrave Macmillan Ltd.


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Title A case study of mobile advertising in South Korea
Similar Titles
Sub Title

Personalisation and digital multimedia broadcasting (DMB)

Material Type Articles
Author(English)

Kim, Mi Jung; Jun, Jong Woo

Publisher

[Basingstoke]:Palgrave Macmillan Ltd.

Date 2008
Journal Title; Vol./Issue Journal of Targeting, Measurement and Analysis for Marketing:vol. 16
Subject Country South Korea(Asia and Pacific)
Language English
File Type Link
Subject Industry and Technology < IT
Holding Palgrave Macmillan Journals

Abstract

This study explores cases of mobile marketing in South Korea, one of the leading countries in terms of mobile industries. By analysing mobile advertising cases, including that of digital multimedia broadcasting, this study documents the current market situation and the effectiveness of marketing in the South Korean market. The findings show that mobile advertising in South Korea is quite advanced, and personalisation is brought to life through consumer and location targeting. The managerial implications of these findings are discussed in the conclusion.