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Designing Targeted Mobile Advertising Campaigns, Kimia Keshanian

USF Tampa Graduate Theses and Dissertations

With the proliferation of smart, handheld devices, there has been a multifold increase in the ability of firms to target and engage with customers through mobile advertising. Therefore, not surprisingly, mobile advertising campaigns have become an integral aspect of firms’ brand building activities, such as improving the awareness and overall visibility of firms' brands. In addition, retailers are increasingly using mobile advertising for targeted promotional activities that increase in-store visits and eventual sales conversions. However, in recent years, mobile or in general online advertising campaigns have been facing one major challenge and one major threat that can negatively impact the …