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Abstract

The study attempts to explore the elements that affect the effectiveness of mobile advertising in urban China. Firstly, a comprehensive literature review on mobile advertisement and related theories in Media and Marketing is conducted, serving as the foundation of this research. The theoretical framework consists of the foundations of marketing, consumer behavior and Psychology. In addition, it also introduces new consumption practices in the contemporary China. Research data is collected through questionnaire survey and a case study. The questionnaire is designed based on literature review and distributed in a middle sized Chinese city and students in UK. 200 responses were received and analyzed to collect the consumers’ values and attitudes towards the mobile advertising.该理论框架包括市场营销，消费者行为学和心理学的基础。此外，它还在当代中国引入了新的消费方式。研究数据是通过问卷调查和个案研究收集。该问卷是基于文献综述和分布在一个中型城市的中国学生和在英国的设计。收到和分析，以收集消费者的价值观和态度对移动广告200响应。中国第一个移动广告平台为例进行。研究结果表明，移动广告已被广泛应用于中国，而仍然有进一步发展。广告定制的类型将是最有效的。中国，这可能是为发展移动广告在同类发展中国家的参考 - 通过研究的基础上，最大的移动用户的国家这项研究做出了贡献。限制是存在的，由于缺乏时间和资源。 A case study of Chinese first mobile advertising platform was conducted. The findings suggested that mobile advertising has been widely applied in China, while still has room to further develop. Customized type of advertisement would be the most effective. This research contributed through the study based on the biggest mobile users’ country – China, which could be a reference for developing mobile advertisement in similar developing countries. Limitations are existed due to lack of time and resources. Further research targets to achieve effective mobile advertisement as well as protecting the privacy of mobile users.

Acknowledgments

I would like to express my sincere gratitude towards my supervisor Dr E. Anna Claydon for her time and advice for this study. Without her supervision and persistent help, this dissertation would not have been possible. I also admire her kindness to students.

In addition, special thanks are also given to the respondents of the questionnaire survey who took part in this research. Their attendance was necessary for completing this dissertation.

I am also grateful that my parents and friends gave me such encouragement and unconditional support. Their love and support accompanied me throughout my work.

Table of Contents

I. Abstract...............................................................................................3
ii. Acknowledgments.............................................................................4
iii. Table of contents..............................................................................5
Chapter 1 Introduction....................................................................7
1.1 Background information and reasons for the research.......................7
1.2 The statement of the aim and objectives.............................................9
1.3 The structure of this dissertation.......................................................11
Chapter 2 Literature review..........................................................13
2.1 What is mobile advertising.................................................................13
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2.4 Former studies of mobile advertising effectiveness.........