Information Technology & Communication Coursework

Information Technology & Communication - Coursework Example Be it Americans or Asians, White or Black, human nature almost responds to the same way. For instance, if one receives an uninvited ad(s) on his/her mobile, most probably it would cause not only irritation but also discourage him/her to pay attention to other valuable messages/information. Let me clarify the situation by giving my own example. I keep on receiving Call/SMS package offers from the Cellular Company but I never bother to read such messages and delete them right away. Why? Because I am not interested in. Thus, in my case I would term it as a failed marketing. So I am trying to convey is that mobile marketing can surely drive better results provided if it is going to be a â€Å"Permission-Based Advertising† – i.e. with user’s prior permission to receive such ads. Lih-Bin Oh and Heng Xu (2003) stated, â€Å"Advertising researchers have devoted much attention to the study of irritation arising from advertisements such as TV commercials and Web pop-up ad vertisements. For the case of permission-based location-aware advertisements, the level of irritation should be rather low since messages are delivered with the receiver’s prior consent†.