Prioritization of Factors Affecting Consumer attitude towards Mobile Advertisement: A Study of Pakistani Youth

Corporations are working under changing environment. To cope with these changes marketers are continuously involve in finding new ways to communicate their products and services. People have too many choices and too less time so communication becomes very critical. Changes in technology open a new door as mobile devices are common now days. Mobile advertisement is the most attractive channel to reach much targeted consumers. Mobile phones help marketers to directly communicate marketing campaigns with the potential customers regardless of geographical boundaries. Marketing through mobile devices is a key media to overcome clutter and to build personal relations with the customers. Mobile advertisement supports one-to-one marketing, personalized marketing and relationship marketing. The usage rate of cellular devices is increasing dramatically over the decades. Today even average income and some low income people use cell phones as a means of communication and the rate will increase with the passage of time. This shows how important this media is for communication. This research is conducted on mobile advertising because it has great impact on the performance of business. In this study, we scrutinize the attitudes of customers of Sargodha city (Pakistan) towards mobile advertising applications. We initiate and launch mobile message advertising applications as companies knows the importance of this channel in close to future and when companies devote more in adopting and mounting mobile media as a channel of communication. More precisely in this study we examine different factors that affect consumer attitude towards mobile advertising. A set of 200 questionnaires was distributed among respondents of Sargodha city in a survey. The results revealed that message contents of advertisement strongly affect consumer attitude towards mobile advertising.