Mobile Advertising Service Based on 4R Mode

作     者：Arto Kaasinen Yong-Ik Yoon 

作者机构：Department of Multimedia Science Sookmyung Women's University Seoul 140-742 South Korea 

出 版 物：《通讯和计算机（中英文版）》 (Journal of Communication and Computer)

年 卷 期：2013年第10卷第5期

页      码：632-642页

摘      要：As people own more and more various smart devices, providing advertising to those devices has become a lucrative platform for different advertisement providers. However, the way advertisements are delivered to customers" smart devices needs to be improved. Many variables determine the most effective way to provide the mobile advertisement to the end-user. So a mobile advertising service based on the 4R model is needed to make the mobile advertising interesting and also useful for the customers. The correct time, location, contents and target device need to be determined in order for the advertisement to be contextual and the most effective. The 4R model is beneficial for the advertisers and the end-users alike.

主 题 词：广告服务 移动广告 R模 智能设备 最终用户 目标设备 广告商 多变量 

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