Effects of watermark and music on mobile message advertisements
Introduction
With the development of high-speed wireless networking and various types of mobile devices, mobile computing has become widely accepted and applied. The number of wireless Internet users worldwide is expected to increase exponentially. Wireless technology will represent a major opportunity. The mobile device market could grow potentially larger than today's computer industry because of the dynamic and multi-functional design capability and utility. Over time, the mobile industry has moved from text messages to icons and picture messages to photographs. Wallpaper, ring tones, video messages and movie previews can be downloaded onto a mobile device. The important technologies underlying these new services and applications are enhanced messaging service (EMS) and multimedia messaging service (MMS) (Mobile Streams, 2001). This evolution in messaging from text to full multimedia is a significant and fundamental change. In this transition, short messaging service (SMS) is to mobile phones what DOS was to PCs whereas MMS is to mobile phones what Windows was to the PC.
The growth of mobile advertising has attracted attention. One of the important factors in the growth of mobile advertising has been if people will accept, or reject, advertising on their mobile devices. Advertisers must make mobile advertising more information intensive and receptive. Images, multimedia and animation must be considered in new mobile advertising forms to give customers a fresh feeling. However, mobile information access must cope with mobile environment problems and restrictions such as display size, battery, memory size, processing power, narrow bandwidth and restricted resources. The user interface of mobile devices is very different from that in computers in terms of input device, output device, computing capability, system architecture and utilities. With a small-sized display, the user will have difficulty initially in acquiring the information before activating a mental model for interpreting the information. The user will also have difficulty placing the information within their existing mental model as he/she browses the information (Albers and Kim, 2000).
Advertisements provide users useful information, creativity and junk information. Unwanted advertisements can be very annoying for mobile phone users as junk mails to internet users. However, many internet users subscribe e-newsletters and many mobile phone users can do so as well. Some e-newsletters or mobile messages can be considered as advertisements providing useful information, such as restaurants and movies. Some unexpected but useful advertisements may come along with subscribed information. The unexpected advertisements can be accepted by users if they do not disturb the subscribed information too much or they are creative. The design of mobile advertisements should balance the support in users’ goals and the commercial goals. The object of this research is to assess the impact of the advertising messages upon the users’ task performance and to investigate the effectiveness of two advertising forms, the watermark and music, on mobile message advertising. One watermark factor (transparency) and three music factors (music/no music, volume and vocal/instrumental) are studied.
Section snippets
Internet advertisements
Advertising on the Internet is a big business with big opportunities. For advertisers, the first form for online promotions was the web site. This was followed by advertising that brought users from publishers’ web sites to advertisers’ web sites (Zeff and Aronson, 1997). Zeff and Aronson (1997) divided Internet advertising into two kinds: advertising that spread through the e-mail system and advertising posted through the www system. The www advertising included classified advertising, banner
Hypotheses
This research investigated the effectiveness of two new mobile advertising forms, the watermark and music, in task performance and advertising processed on handheld devices for mobile commerce (Fig. 1). The effect of watermark on task performance and mobile advertising was measured using performance time, advertisements recall, attitude toward the advertisement and brand attitude. The music effect on task performance and mobile advertisement was measured using the performance time and
Results and discussion
Before testing the hypotheses, all of the collected data were checked for model adequacy. The data were transformed if the model adequacy did not hold. Nonparametric analysis was conducted if the model adequacy was not held after transformation. The internal consistencies for the questionnaire responses, using Cronbach's α, were 0.8394 for the advertisement attitude questionnaire and 0.9003 for the brand attitude questionnaire.
Conclusions
The purpose of this study was to assess the impact of the advertising messages upon the users’ task performance and to investigate the effectiveness of two new mobile advertising forms, watermark and music, on mobile message advertisements. This study found that the watermark transparency was effective in mobile advertising. Music and vocal/instrumental music versions were effective in mobile advertisements. The implication that watermarks can present different types but related information at
References (47)
- et al.
Reading comprehension in the presence of unattended speech and music
Journal of Memory and Language
(1988) - et al.
Selective looking: attention to visually specified events
Cognitive Psychology
(1975) - et al.
User web characteristics using palm handhelds for information retrieval
Technology and Teamwork, 2000 IEEE
(2000) - et al.
Music influences on mood and purchase intentions
Psychology and Marketing
(1990) - et al.
Banner blindness: web searchers often miss “Obvious” links
Internetworking: ITG Newsletter
(1998) - et al.
New media interactive advertising vs. traditional advertising
Journal of Advertising Research
(1998) - Bowes, J., Dearman, D., Perkins, R., 2003. Transparency for item highlighting. Poster Presentation at Graphics...
- Chandrinos, K.V., Trahanias, P.E., 1998. Beyond HTML: web-based information systems. In: Sixth Delos Workshop, 17–19...
- Fischer, E., Haines, R., Price, T., 1980. Cognitive issue in head-up displays. NASA Technical Paper 1711, NASA,...
Mood states and consumer behavior: a critical review
Journal of Consumer Research
(1985)
The effects of music in advertisements on choice behavior: a classical conditioning approach
Journal of Marketing
Advertising clutter in consumer magazines: dimensions and effects
Journal of Advertising Research
Music for advertisements effect
Psychology and Marketing
A Decade of Radio Advertisements
Framing meaning perceptions with music: the case of teaser ads
Journal of Advertising
Attention and Effort
The effect of background music on Ad processing: a contingency explanation
Journal of Marketing
Cited by (14)
Effects of background music on visual lobe and visual search performance
2018, Advances in Intelligent Systems and Computing3G post adoption users experience with telecommunications services: A partial least squares (PLS) path modelling approach
2016, Nankai Business Review InternationalFactors influencing mobile advertising avoidance
2013, International Journal of Mobile CommunicationsAn exploration study to find the effect of new advertisement techniques on export based product development: A case study of mobile devices
2013, Uncertain Supply Chain ManagementDeterminants of marketing communication of beverage companies and their role in shaping consumer behavior in Pakistan
2013, Actual Problems of Economics