A media conditional

cellular phone as an advertisement channel

Abstract

In general people dislike advertisements, especially when does arrive uninvited in their private sphere, like a cellular phone. In our article we show that advertisement like message on the mobile phone may be accepted under certain conditions.
Our results show new perspectives as a result of projective research techniques applied - cartoon complementing tests - which help the respondents to project their view to characters of the picture, therefore not giving socially acceptable answers.
There are conditions that make advertisements useful and accepted on the users’ private mobile phone:
• In case the message relevant and meets the recipient’s interest
• In case the timing of the message is adequate, so message arrives when needed.
• In case recipient feels control over the situation, and it is his/her choice of receiving it.
• In case acceptance of the message brings some personal rewards.