Recent developments in mobile communication and geo-positioning technologies present marketers with a radical new media channel: location-targeted mobile ads (LTA). LTA involves the provision of ad messages to cellular subscribers based on their geographic locations. Many companies are beginning to incorporate mobile channels into their marketing strategies. For example, P.F. Chang's China Bistro successfully launched geo-targeted mobile marketing efforts by offering free appetizers to customers who checked in via location-based applications (apps) such as Foursquare, Yelp, and Facebook. It is popular in Asia and Europe for movie theaters to send specific movie ads and promotions to mobile users when these potential customers are close to the theater geographic locations.
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