Mobile Advertising and over 360,000 other books are available for Amazon Kindle – Amazon’s new wireless reading device. Learn more

 

or
Sign in to turn on 1-Click ordering.
 
 
Express Checkout with PayPhrase
What's this? | Create PayPhrase
Sorry!
More Buying Choices
51 used & new from $12.59

Have one to sell? Sell yours here
 
   
Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market
 
 
Start reading Mobile Advertising on your Kindle in under a minute.

Don’t have a Kindle? Get your Kindle here.
 
  

Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market (Hardcover)

~ (Author), Joe Herzog (Author), Victor Melfi (Author)
Key Phrases: mobile advertising models, mobile advertising industry, magical second act, United States, Case Studies, Digital Revolution (more...)
4.7 out of 5 stars  See all reviews (7 customer reviews)

List Price: $29.95
Price: $19.77 & eligible for FREE Super Saver Shipping on orders over $25. Details
You Save: $10.18 (34%)
o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o
In Stock.
Ships from and sold by Amazon.com. Gift-wrap available.

Only 4 left in stock--order soon (more on the way).

Want it delivered Tuesday, November 10? Choose One-Day Shipping at checkout. Details
32 new from $18.52 19 used from $12.59

Formats

Amazon Price New from Used from
  Kindle Edition $15.82 -- --
  Hardcover $19.77 $18.52 $12.59

Frequently Bought Together

Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market + The Mobile Marketing Handbook: A Step-by-Step Guide to Creating Dynamic Mobile Marketing Campaigns + Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology
Price For All Three: $70.55

Show availability and shipping details


Customers Who Bought This Item Also Bought

Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology

Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology

by Alex Michael
3.7 out of 5 stars (3)  $23.83
DigiMarketing: The Essential Guide to New Media and Digital Marketing

DigiMarketing: The Essential Guide to New Media and Digital Marketing

by Kent Wertime
5.0 out of 5 stars (9)  $19.77
The Age of Engage: Reinventing Marketing for Today's Connected, Collaborative, and Hyperinteractive Culture

The Age of Engage: Reinventing Marketing for Today's Connected, Collaborative, and Hyperinteractive Culture

by Denise Shiffman
4.5 out of 5 stars (14)  $16.47
Introduction to Mobile Advertising, How to Setup, Create and Manage Ads for Mobile Telephones

Introduction to Mobile Advertising, How to Setup, Create and Manage Ads for Mobile Telephones

by Lawrence Harte
3.2 out of 5 stars (4)  $15.59
Mobile Web Development: Building mobile websites, SMS and MMS messaging, mobile payments, and automated voice call systems with XHTML MP, WCSS, and mobile AJAX

Mobile Web Development: Building mobile websites, SMS and MMS messaging, mobile payments, and automated voice call systems with XHTML MP, WCSS, and mobile AJAX

by Nirav Mehta
4.5 out of 5 stars (4)  $35.39
Explore similar items

Editorial Reviews

Review

"This is a remarkably insightful book, and I strongly recommend it to anyone who needs to really understand the role of the mobile platform in advertising."
—Ron Elgin, Chairman and CEO, DDB Worldwide Communications Group

"The authors of this book have prepared a blueprint to exploit the global opportunity of mobile advertising. The book is practical, clearly written, and very detailed."
—Dr. Young-Chu Cho, President and CEO, KTF, and board member, GSM Association

"Very rarely do books like this offer equal value to both advertising buyers and sellers, but Mobile Advertising is a wonderful primer on the mobile landscape and advertising opportunity from both perspectives. Its completeness and clarity makes it an essential resource for any company or person looking to help pioneer or participate in this emerging category."
—Chamath Palihapitiya, Vice President, Facebook

"As mobile emerges as the last true individual 'channel,' understanding where the marketer fits will be critical... Mobile Advertising gives us a map of this powerful emerging platform."
—Larry Weber, Chairman, W2 Group, and author of Marketing to the Social Web

"If you believe the future is wireless, then this book is a guide to that future. Simple, fact-filled, and astute."
—Om Malik, founder, GigaOM

"Today's youth spends more than fifteen hours per day with their phones. One can imagine what a tremendous business opportunity mobile advertising is. The authors of this book explore the critical aspects of this opportunity with analytic rigor, in-depth analysis, and practical insights. I strongly recommend it for anyone involved in the mobile and advertising industries."
—Dr. Yasuhisa Nakamura, Executive Director, NTT DoCoMo, and coauthor of Wireless Data Services



Product Description

A practical guide to the emerging mobile advertising market, Mobile Advertising covers all the major topics in this emerging multibillion-dollar industry. This is a complete how-to guide for anyone who wants to understand and take advantage of this hot new advertising medium. Drawing on the experience of three industry veterans, insights from key influencers and decision makers, and detailed case studies, the book gives you practical guidance for getting the most out of mobile advertising.

Product Details

  • Hardcover: 404 pages
  • Publisher: Wiley (March 7, 2008)
  • Language: English
  • ISBN-10: 0470185988
  • ISBN-13: 978-0470185988
  • Product Dimensions: 9 x 6.1 x 1.5 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon.com Sales Rank: #190,252 in Books (See Bestsellers in Books)

More About the Author

Chetan Sharma
Discover books, learn about writers, read author blogs, and more.

Visit Amazon's Chetan Sharma Page

Inside This Book (learn more)


Tags Customers Associate with This Product

 (What's this?)
Click on a tag to find related items, discussions, and people.
 

Your tags: Add your first tag
 

 

Customer Reviews

7 Reviews
5 star:
 (5)
4 star:
 (2)
3 star:    (0)
2 star:    (0)
1 star:    (0)
 
 
 
 
 
Average Customer Review
4.7 out of 5 stars (7 customer reviews)
 
 
 
 
Share your thoughts with other customers:
Most Helpful Customer Reviews

 
5 of 6 people found the following review helpful:
5.0 out of 5 stars Read the Book Before It's Too Late :), March 11, 2008
It's today's freshest (March 2008) book on Mobile Marketing. I am half through the book and I want to share my immediate impressions.

I like how the book is organized. The way the presentation unfolds enhances my reading experience - I am interested to be reminded about all existing marketing channels. Even if you are a teacher of marketing or an experienced marketing professional, it is still good to review - even if one has to battle the temptation to exclaim "I know this!" - the history of marketing. And what this history is teaching us, or at least is making clearer for me, is this: it is hard (the change is usually revolutionary!) but possible (it is just growing a lot!) to predict the next turn in development of marketing.

March 1, 2008 article at http://www.alleyinsider.com/ by Henry Blodget cites a poll of 1,979 adults surveyed online by http://www.zogby.com/. In this, claimed representative, sample of the US population:

* 48% said their primary source of news is the Internet (up 20% from only a year ago)
* 29% of Americans say their primary news source is TV
* 11% say it's radio
* 10% say it's newspapers

Whatever the statistics, here is a general trend: people, on average, spend more time on the Internet than with any other single media. Obviously, the ad budgets follow eyeballs of people (in 2007, the online portion of the total ad spend was estimated at 30%).

The shift of marketing to the Internet is truly revolutionary. Growth of the channel and its effectiveness are amazing. The speed is "7 percentage points of market share in a single year". Effectiveness is truly redefined - to paraphrase the famous quote of John Wanamaker, we now know which half of the advertising dollars is wasted. It became possible with the invention of online search advertising model that was introduced by Google. Ads became relevant and contextual; campaign planning became easier; campaign results fairer. What is even more important, in my view, is that marketing campaigns become measurable. Also note that the Internet combines all the features of the old media, to wit: video, audio, pictures, text. At the same time, there is something very new about this channel. It's also interactive.

Now think about this: in 2008 the Internet will be more frequently accessed on mobile phones than on PCs. In Japan and Korea, browsing is used by 90 percent of all cell phone users. There are 3 billion cell phone subscribers worldwide, three times the number of PC users, who stare on their phones at least daily. There are two times more people using SMS (TXT) than email.

What does it mean? It means that the potential is huge and that it has been building up for the last ten years, now reaching its tipping point. So what is awaiting us soon and how to capitalize on the opportunity?

Read! (I also have to finish the book!)
Comment Comment | Permalink | Was this review helpful to you? Yes No (Report this)



 
2 of 2 people found the following review helpful:
5.0 out of 5 stars Seminal Handbook for Mobile Marketing, December 6, 2008
By Mobile Point View by Paul Ruppert (Rockville, MD United States) - See all my reviews
Chetan Sharma, Joe Herzog and Victor Melfi have provided a comprehensive analysis of the growing field of mobile marketing and advertising--deftly illuminating the refinement of advertising arts from persuading the customer to now engaging the customer wherever, whenever, and whatever they may be doing via their mobile or wireless phone.
As an executive and consultant in the mobile marketing business, I especially liked their engaging tone and educational style which truly separates them from other books which spend too much time on the bits and bytes of mobile technology and fail to take on its complex commercial methods.
Mobile Advertising's extensive review of this developing and lucrative field will supercharge beginners understanding and even polish a professional's perspective.
Setting the stage with an evolution of the advertising business and how its convergence with mobile technology will transform marketing, they take the reader from baby steps to the most current uses and applications of mobile marketing including an entire chapter covering 20 case studies drawn from in-market company experiences around the world--well beyond the now 5 year old scenario of mobile coupon delivery as you walk past a Starbucks. That chapter is worth the cost of the book on its own if you want to learn about this business.
They demonstrate a full command of the complex ecosystem as reflected by their technical diagrams illuminating the magic of mobile, their illuminating business model analyses as well as comparative pricing methods and current levels for mobile advertising. These guys know all the buzz around mobile advertising and show the reader where the biz is. Very valuable for anyone interested in this new medium for mass advertising.
Comment Comment | Permalink | Was this review helpful to you? Yes No (Report this)



 
2 of 2 people found the following review helpful:
5.0 out of 5 stars Excellent, thorough, comprehensive about advertising on cellphones, May 12, 2008
By Tomi T Ahonen (London UK) - See all my reviews
This book is exceptionally well researched and written, covering comprehensively the full spectrum of cellphone advertising, from the pioneer markets such as Finland and Sweden, to the backwards markets of mobile telecoms such as the USA to the cutting edge markets such as South Korea and Japan, to markets in developing countries such as India. The content is totally up-to-date, including the brand new mobile ads based UK wireless carrier Blyk. The authors have interviewed numerous industry thought-leaders for the book, include 16 case studies and even short essays by 13 executives from major players. The book is very well balanced covering the advertising and media angles as well as the cellphone side. It is also a robust and realistic treatment of the current state of the industry, not pulling punches, and admitting to lots of issues that need to be resolved. A thoroughly useful, practical and insightful book that I can recommend to anyone interested in advertising on cellphones.

Tomi T Ahonen
Author of 5 books on cellphones and convergence
Lecturing at Oxford University short courses on cellphones
Hong Kong
Comment Comment | Permalink | Was this review helpful to you? Yes No (Report this)


Share your thoughts with other customers: Create your own review
 
 
 
Most Recent Customer Reviews

5.0 out of 5 stars An Interesting Read - a good overview
The book provides a comprehensive overview of mobile advertising. It proposes a five-points framework of reach, targeting, engagement, viral effects and transactions for mobile... Read more
Published 8 months ago by Seng W. Loke

4.0 out of 5 stars Must read for mobile marketing professionals
Covers the basics, history, and psychology of mobile advertising. He's the guru of mobile advertising and has a great blog too. Highly recommend.
Published 12 months ago by M. Lee

4.0 out of 5 stars Mobile Advertising: Supercharge Your Brand in The Wireless Market
This is an interesting book about the people who are looking for more detailed information about mobile advertising. Read more
Published 16 months ago by Sahure Gonca Telli

5.0 out of 5 stars A "must read" for mobile leaders
This book is a must-read for all mobile marketers and folks who are in the mobile content space. The book is interesting, informative, well-organized and detailed. Read more
Published 17 months ago by Sunil Jain

Only search this product's reviews



Customer Discussions

This product's forum
Discussion Replies Latest Post
No discussions yet

Ask questions, Share opinions, Gain insight
Start a new discussion
Topic:
First post:
Prompts for sign-in
 


Active discussions in related forums
Discussion Replies Latest Post
What book would you reccommend on internet marketing? 24 2 days ago
Search Customer Discussions
Search all Amazon discussions
   



So You'd Like to...


Product Information from the Amapedia Community

Beta (What's this?)


Look for Similar Items by Category


Look for Similar Items by Subject

 

Feedback

If you need help or have a question for Customer Service, contact us.
 Would you like to update product info or give feedback on images?
Is there any other feedback you would like to provide?

Your comments can help make our site better for everyone.


Your Recent History

 (What's this?)

After viewing product detail pages or search results, look here to find an easy way to navigate back to pages you are interested in.