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

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.Journal of Targeting, Measurement and Analysis for Marketing (2008) 16, 129–138. doi:10.1057/jt.2008.5 [ABSTRACT FROM AUTHOR] Copyright of Journal of Targeting, Measurement & Analysis for Marketing is the property of Palgrave Macmillan Ltd. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)