Victoria Broadbridge .pdf

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Vodafone UK






A mobile phone is more than just a technological
device that we keep in our pocket. It is an extension
of ourselves, both physically and emotionally.
It allows us to create, build and maintain
relationships with the people who matter most to
us. It allows us to express what is important to us,
our style, music choices and even our most
cherished photos.

Today alone, as a UK resident we will be subjected
to around 3,500 marketing messages. This may be
in the form of a billboard, television advert or even
on the nozzle of the petrol pump.
The majority of these messages will be pushed on
us without our prior permission, and we as the
audience are left somewhat helpless and unable to
have any level of control over the interaction.

What I want to find out with my research is; what
happens when we receive these messages via our
How does the feeling of attachment and need for
control over our mobile device affect the
perception of the advert sent to our mobile?
Until we understand fully the extent to which our
relationship with our mobile affects the perception
of marketing messages sent via this medium, we
cannot unlock the true power of mobile


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