Factors Affecting consumers' Intentions to accept mobile Advertising in Sudan

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Mansour, Ilham Hassan Fathelrahman
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University of Khartoum
There are currently many different ways of marketing communications, by which marketers can reach their target audience. Options include traditional media such as broadcast media (television, radio), print media (newspaper & magazines), outdoors media (billboards & posters) and recently electronic media (internet and mobile). Mobile advertising i.e. sending commercial messaging “SMS or MMS” to mobile devices, is a brand new phenomenon as channels for advertising and have many new features and, therefore, opportunities in comparison with traditional media. Although mobile advertising is carried out mainly using SMS at present, in the near future the use of mobile internet and WAP advertisement will combine the voice, text, graphics and music, which represents an additional attraction for using mobile advertising. The increasing use of mobile phones has created a new opportunity for precision marketing, Barwise and Strong, (2002) reported a penetration of mobile phones in the United Kingdom of 70%, and up to 80% for young adults (18-24 years). In addition, SMS (Short Message Service) text messaging is increasingly being used as a means of communication. According to Africa Investor report annual worldwide SMS traffic volumes rose to nearly 5.5 trillion in 2009, and total SMS traffic will break 6.6 trillion in 2010.. The high penetration of mobile phones and text messaging combined with the low cost of text messaging makes this an interesting medium for precision marketing. However, experiments have indicated that advertising via mobile phones works only if it is permission based. Barwise and Strong (2002) reported that in the United Kingdom, 24% of mobile-phone users would agree to receive text-based advertising. Mobiles also allow sending advertising messages to customers so that they can read it at their ease, thereby increasing the chances that the ad will be acted upon. Moreover, the permission-based advertisement can be tailored to specific customers based on their profiles: age, gender, lifestyle, and explicitly expressed preferences in terms of products or services. The high global penetration of mobile communication devices is only one indicator of the high potential of mobile marketing. Moreover, the specific characteristics of the mobile phone allow for marketing measures not realizable by the use of other media. A mobile phone is rarely used by any other person than its owner. It is thus always attributable to one single person allowing for highly personalized marketing measures. In addition, most users maintain a very personal relationship with their mobile phone, regarding it almost as intimate accessory. Young users, especially, like to 2 express their individuality by personalizing their mobile phone - choosing a particular brand, color, size, and display logo and ring tone. They continuously carry their mobile phones within reach and regard them as status symbol and an important part of their daily lives. For adults the mobile phone has likewise grown to become a highly personal utensil. They also individualize their mobile phone by saving contacts, messages and important dates. Furthermore, the SIM (Subscriber Identity Module) card allows for the exact identification of each mobile phone and its user. The mobile phone therefore appears to be the ideal medium for direct and personalized customer communication. Using the mobile medium for communication also enables the advertiser to contact potential customers anytime and anywhere. Mobile phone users typically have their devices with them at all times and may leave them on standby for an average of 14 hours a day
Factors Affecting consumers' Intentions to accept mobile Advertising in Sudan