With the emergence of high speed wireless network technologies and the increasing market penetration of mobile phones the global advertising industry’s interest in using this medium as a means of marketing communication is rising. However, in spite of the increasing number of companies investing in mobile marketing campaigns, there is, as yet, little academic research on this topic and the natu...

Under the background of the new media era with the rapid development of interactive advertising, this paper used case study method based on the summary of the research of the communication effect of interactive advertising from both domestic and foreign academia. This paper divided interactive advertising into three types to examine ---interactive ads on official website, interactive ads based ...

In this work we discuss an approach to advertising over Internet using software agents. The agents represent users of mobile devices and service/product providers. The user agents autonomously analyze advertisements by cooperation and negotiation with provider agents and notify the user when interesting offers are found. Notifications and offer descriptions are sent using email, SMS messages an...