Mobile communication and factors effecting customers acceptance of mobile advertising

Communication via cables formed the nervous system of the social structure that became more centralized after industrialization. However improvements in the field of communication technologies have transformed the social structure. Mobile communication devices that are free from cables stands at the centre of this new social structure. As mobile communication devices like laptops, computers, mobile phones and PDA's are becoming more indispensable in our modern urban lives, they're rapidly integrating into our daily lives.Mobile communication devices that have dramatic effects on the modern social structure have opened new expansions in the field of marketing. In the mass marketing conjuncture, factors like increasing costs and difficulties at reaching target audience are making marketing circumstances more difficult. That's why marketing practitioners need more efficient channels to reach their target audience. The most suitable alternative for the marketers and other institutions of the social structure are mobile communication devices.Even though this new way of communication has penetrated to every segment of the social structure, adequate research has not been carried out by the practitioners and scholars to understand its effects and foresee the results. In this study, the effects and the methods of advertising messages delivered over the mobile devices are analyzed and it contains a research to explore how the target audience perceives massages including marketing content.