Evaluation of the Effectiveness of Mobile Marketing Mechanisms on an Example of the MTS Mobile Advertising

The theme of the present dissertation is "Evaluation of the Effectiveness of Mobile Marketing Mechanisms on an Example of MTS Mobile Advertising". In particular, SMS as a promotion tool was studied. Nowadays, the trial to estimate the principles of functioning of not innovative but promising (in terms of targeting opportunities) SMS-channel is regarded as relevant. The purpose of present dissertation is to give recommendations concernning SMS-advertising field. in order to achieve this goal the following tasks were performed: 1. To study the features of SMS-advertising; 2. To describe the main types of mobile advertising; 3. To regard the russian sms-communications market; 4. To conduct an empirical study; 5. To formulate the recommendations concernning SMS-advertising field. As methods of the present research statistical data analysis (by the means of the mobile operator) and experiment were chosen. The novelty is explained by the fact that the effectiveness of mono-target and multi-target advertising in the context of different product categories were never compared before for the russian SMS-market. The paper consists of three chapters. The first one is devoted to SMS-advertising features, in the second the most popular targeting concepts are researched, in the third describes an experiment. As a conclusion, the following recommendations were made: 1. To use multi-target advertising; 2. To analyse the results of advertising campaigns; 3. To segment an audience considering behavioral characteristics; 4. SMS including advertising connected with the sphere of finance should be targeted by economic criteria (ARPU); 5. To develop new opportunities and directions of targeting in the field of SMS advertising.