In Mobile Advertising, “To Entice” or “To Provoke” is the Question

An important question in Mobile Advertising, like any form of Advertising, concerns the tone of the pitch being made for the product. Some say that an advertisement should be more informative so that the ones who actually need the product or service would be benefitted. That saying, just like many other traits of advertising, belongs to a past age now. The modern world of advertising has come to know and accept methods like “ambush advertising” where masked attacks are launched at the competitors. Mobile Advertising has also seen a change in trend and the Mobile Banners that once enticed at the most, now also attempt to provoke the user into feeling shame, guilty or threatened.

How many of you have encountered pop up banners saying something like, “Beware!! 33 viruses detected in your mobile!!”? Did you stop to notice that this happened only when you performed certain actions like opening an application? No? You became so concerned that you stopped noticing anything else. The banner has then fulfilled its primary task. If you have clicked on the same, its purpose has been fulfilled. This is the latest in the line of Mobile Ads that provoke a reaction in the viewer that would lead him to click on the link to the website of the advertiser. This style stands in difference from the traditional Web Banners where the attempts that are made are to entice the user with ad copies like “Find the cheapest mobile phones here”.

Thus, the most important question for Mobile Advertising Agencies right now is whether to entice or to provoke.

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