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Reviewer: Seng W. Loke| Date:2009-02-26

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 advertising. There a number of insights into the potential of mobile advertising. For example, it is mentioned that turning the mobile digital footprint into a consumer's "declared intent" could be more achievable than other media. Three key features of the mobile as an advertising platform are identified: context, immediacy and personalization. This combination could make the mobile standout compared to other media. It is noted that given enough incentives, people might be willing to accept ads on their phone. I particularly like the idea of contextual or behavioural advertising as noted in the book, which is an important area, I feel. A number of case studies on mobile advertising from around the world makes the book a practical interesting read: including Lenovo, Bluecasting, NTT DoCoMo, AdMob and others! From "mobile ads" to "pervasive ads" would be interesting to watch... The recommendations concerning use of mobile advertising at the end of the book are useful, for those in business or technologists. Finally, the "contextual nirvana" of the mobile is noted, and I quote, "The opportunity to do one-on-one advertising, anytime-anywhere, in any spatiotemporal context is simply too attractive to ignore." The book, I feel, is a useful read, even for researchers.

Review from Review from Amazon

Reviewer: Mobile Point View by Paul Ruppert| Date:2008-12-07

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.

Review from Review from Amazon

Reviewer: M. Lee| Date:2008-11-04

Covers the basics, history, and psychology of mobile advertising. He's the guru of mobile advertising and has a great blog too. Highly recommend.

Review from Review from Amazon

Reviewer: Sahure Gonca Telli| Date:2008-07-17

This is an interesting book about the people who are looking for more detailed information about mobile advertising. Mobile advertising models were also deeply concerned and I strongly recommend the people who are related with the new challenges in advertising .

The book is also clear to understand and get focused therefore I strongly recommend for the people who are involving the digital advertising business.

Review from Review from Amazon

Reviewer: Sunil Jain| Date:2008-06-16

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. I really enjoyed the primer on the history of advertising and was amazed at the amount of up-to-date information that this book holds(facts, figures, quotes, trends, market analysis) along with practical insights and recommendations. The case-studies and the essays (by mobile executives) are very helpful and gives you a global perspective on mobile advertising - what has worked (or not-worked) and why? A must-read..

-Sunil

Review from Review from Amazon

Reviewer: Seng W. Loke| Date:2009-02-26

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 advertising. There a number of insights into the potential of mobile advertising. For example, it is mentioned that turning the mobile digital footprint into a consumer's "declared intent" could be more achievable than other media. Three key features of the mobile as an advertising platform are identified: context, immediacy and personalization. This combination could make the mobile standout compared to other media. It is noted that given enough incentives, people might be willing to accept ads on their phone. I particularly like the idea of contextual or behavioural advertising as noted in the book, which is an important area, I feel. A number of case studies on mobile advertising from around the world makes the book a practical interesting read: including Lenovo, Bluecasting, NTT DoCoMo, AdMob and others! From "mobile ads" to "pervasive ads" would be interesting to watch... The recommendations concerning use of mobile advertising at the end of the book are useful, for those in business or technologists. Finally, the "contextual nirvana" of the mobile is noted, and I quote, "The opportunity to do one-on-one advertising, anytime-anywhere, in any spatiotemporal context is simply too attractive to ignore." The book, I feel, is a useful read, even for researchers.

Review from Review from Amazon

Reviewer: Mobile Point View by Paul Ruppert| Date:2008-12-07

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.

Review from Review from Amazon

Reviewer: M. Lee| Date:2008-11-04

Covers the basics, history, and psychology of mobile advertising. He's the guru of mobile advertising and has a great blog too. Highly recommend.

Review from Review from Amazon

Reviewer: Sahure Gonca Telli| Date:2008-07-17

This is an interesting book about the people who are looking for more detailed information about mobile advertising. Mobile advertising models were also deeply concerned and I strongly recommend the people who are related with the new challenges in advertising .

The book is also clear to understand and get focused therefore I strongly recommend for the people who are involving the digital advertising business.

Review from Review from Amazon

Reviewer: Sunil Jain| Date:2008-06-16

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. I really enjoyed the primer on the history of advertising and was amazed at the amount of up-to-date information that this book holds(facts, figures, quotes, trends, market analysis) along with practical insights and recommendations. The case-studies and the essays (by mobile executives) are very helpful and gives you a global perspective on mobile advertising - what has worked (or not-worked) and why? A must-read..

-Sunil

Review from Review from Amazon

Reviewer: Seng W. Loke| Date:2009-02-26

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 advertising. There a number of insights into the potential of mobile advertising. For example, it is mentioned that turning the mobile digital footprint into a consumer's "declared intent" could be more achievable than other media. Three key features of the mobile as an advertising platform are identified: context, immediacy and personalization. This combination could make the mobile standout compared to other media. It is noted that given enough incentives, people might be willing to accept ads on their phone. I particularly like the idea of contextual or behavioural advertising as noted in the book, which is an important area, I feel. A number of case studies on mobile advertising from around the world makes the book a practical interesting read: including Lenovo, Bluecasting, NTT DoCoMo, AdMob and others! From "mobile ads" to "pervasive ads" would be interesting to watch... The recommendations concerning use of mobile advertising at the end of the book are useful, for those in business or technologists. Finally, the "contextual nirvana" of the mobile is noted, and I quote, "The opportunity to do one-on-one advertising, anytime-anywhere, in any spatiotemporal context is simply too attractive to ignore." The book, I feel, is a useful read, even for researchers.

Review from Review from Amazon

Reviewer: Mobile Point View by Paul Ruppert| Date:2008-12-07

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.

Review from Review from Amazon

Reviewer: M. Lee| Date:2008-11-04

Covers the basics, history, and psychology of mobile advertising. He's the guru of mobile advertising and has a great blog too. Highly recommend.

Review from Review from Amazon

Reviewer: Sahure Gonca Telli| Date:2008-07-17

This is an interesting book about the people who are looking for more detailed information about mobile advertising. Mobile advertising models were also deeply concerned and I strongly recommend the people who are related with the new challenges in advertising .

The book is also clear to understand and get focused therefore I strongly recommend for the people who are involving the digital advertising business.

Review from Review from Amazon

Reviewer: Sunil Jain| Date:2008-06-16

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. I really enjoyed the primer on the history of advertising and was amazed at the amount of up-to-date information that this book holds(facts, figures, quotes, trends, market analysis) along with practical insights and recommendations. The case-studies and the essays (by mobile executives) are very helpful and gives you a global perspective on mobile advertising - what has worked (or not-worked) and why? A must-read..

-Sunil

Review from Review from Amazon