The attempts of using the wireless network as a new advertising media are rapidly increasing. This paper proposes a framework for understanding the characteristics of advertising through mobile phones. The paper discusses the traits of online advertisements and comparison to other advertising media. It also presents the overview of different conceptual models for advertising and suggests a conceptual model for mobile phone advertising. A review is presented on the factors affecting the effect of mobile advertising and three groups of factors are suggested; advertisement; audience; and environment. A total number of 53 case studies is collected and categorised based on product category, business object, target audience and advertisement type. Four observations are made from the case studies in the viewpoint of the three factor framework.

This study investigated the effect of nursing experience on attention allocation and task performance during surgery. The prevention of cases of retained foreign bodies after surgery typically depends on scrub nurses, who are responsible for performing multiple tasks that impose heavy demands on the nurses' cognitive resources. However, the relationship between the level of experiences and attention allocation strategies has not been extensively studied. Eye movement data were collected from 10 novice and 10 experienced scrub nurses in the operating theater for caesarean section surgeries. Visual scanning data, analyzed by dividing the workstation into four main areas and the surgery into four stages, were compared to the optimum expected value estimated by SEEV (Salience, Effort, Expectancy, and Value) model. Both experienced and novice nurses showed significant correlations to the optimal percentage dwell time values, and significant differences were found in attention allocation optimality between experienced and novice nurses, with experienced nurses adhering significantly more to the optimal in the stages of high workload. Experienced nurses spent less time on the final count and encountered fewer interruptions during the count than novices indicating better performance in task management, whereas novice nurses switched attention between areas of interest more than experienced nurses. The results provide empirical evidence of a relationship between the application of optimal visual attention management strategies and performance, opening up possibilities to the development of visual attention and interruption training for better performance.

Customer-driven product design is initiated by an important step, acquisition of customer requirements, which will characterize the concept of a product. In rapidly changing market places, however, the customer requirements used for decision making in a product design may be easily outdated at the time point of product introduction to a market. In this article, a method is introduced for evaluating degree of customer satisfaction for a product concept in a future marketplace by extending revealed value analysis to the future. This method includes four main steps: (i) converting sales data to customer revealed value (CRV); (ii) developing a revealed value model (RVM) for mapping between product attributes and the CRVs; (iii) forecasting a dynamic RVM based on historical RVM over past years; and (iv) designing a product or evaluating concepts of a new product based on the forecasted dynamic RVM. In the case study, we demonstrate the usefulness of this method for the strategic conceptual design of passenger cars based on the sales data of the US automobile market.

Advertising delivered via mobile phones constitutes a promising approach to marketing because it enables easy targeting, content personalization, and interactive communication. We conducted a laboratory experiment with 48 participants using a 24-item structured questionnaire about important emotional components involved in using mobile phones for advertising. The data revealed 3 factors that explained 63% of the total variance. Factor 1 included activation, restfulness, desire, affection, gratitude, and urgency. Factor 2 included anger, fear, sadness, and irritation. Factor 3 included skepticism and boredom. Stepwise multiple regression analysis indicated that boredom accounted for 45% of the variance in attitudes toward the advertisements. These findings imply that low-intensity negative feelings are important contributors to the success of advertisements presented on mobile phones and that engagingness is the most important emotional component in effective cell phone advertising.