MMA Releases the Winter 2012 Edition of the International Journal of Mobile Marketing

NEW YORK, April 3, 2013 /PRNewswire/ -- The Mobile Marketing Association (MMA), the leading global trade association for the mobile marketing industry, released today the latest edition (Vol. 7, No. 3) of its award winning International Journal of Mobile Marketing (IJMM) focusing on tactical opportunities across mobile marketing.

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To address the most pressing trends and innovations in mobile, this edition of the IJMM reports on the effectiveness of mobile advertising, QR codes, mobile marketing to Indian youths, as well as an analysis of the Federal Trade Commission's (FTC) most recent report on mobile privacy.

"There is an abundance of thought-leadership in the mobile space. The objective of the IJMM is to capture the latest industry and academic perspective and educate the mobile ecosystem," said Michael Becker, Managing Director, MMA. "The MMA's mission is to ensure that mobile evolves as an indispensable component of the marketing mix and to preserve the health of mobile, now and for the future, we must educate, inform and inspire the industry."

The Winter 2012 edition of the IJMM features the following articles:

• "Mobile Advertising Effectiveness" by Ginger Rosenkrans, Keli Myers
• "Should I Scan or Should I Go?: Young Consumers' Motivations for Scanning QR Code Advertising" by Jong-Hyuok, Rachel Somerstein, Ph.D, Eun Seon Kwon, Ph.D
• "Measuring Brand Strength: Concept and Mobile Handset Study" by Anupama Tiwari, Dilip Roy
• "Navigating Generation Y for Effective Mobile Marketing in India: A Conceptual Framework" by Varsha Jain, Saumya Pant
• "The FTC Privacy Report and the White House Consumer Privacy Bill of Rights: Policymaking Trends and What You Need to Know in 2013" by Monica Desai, Michael Drobac, Melodi Gates, Greg Louer
• "Exploring the Use of Mobile Phone Technology in Marketing Airline Services in Egypt" by Maryam Omidi Najafabadi

The IJMM is published twice annually with special edition issues released several times a year. The journal provides an outlet for academics, students, and industry professionals from around the world to share their insights and research on how to harness the power of mobile.

"The IJMM offers a global perspective on mobile with regional relevance for executives that want to better understand the tactical areas of mobile marketing," said Michael Hanley, Editor of the IJMM. "This edition proves that researchers are digging into the cultural impact of mobile and the effectiveness of advertising to consumers via mobile."

Michael Hanley is also an Associate Professor of Advertising at Ball State University and Director of the Institute for Mobile Media Research. He has received several awards for his mobile marketing research and leadership, including the MMA's Award for Overall Excellence in 2007 for his work with the Academic Outreach Committee.

Peer-reviewed by a 16-member board that includes researchers from top academic institutions and companies such as Yahoo!, SnapTell Inc., Loyola Marymount University, Michigan State University, University of Connecticut-Stamford, among many others. IJMM is an online-only publication of the MMA. The next issue will be released in Summer 2013. To download individual articles or the full journal visit:

http://www.mmaglobal.com/resources/international-journal-mobile-marketing

Individuals interested in submitting articles (4,000 - 5,000 words) should email their draft or prospectus to the [email protected]. If you have any questions, visit http://mmaglobal.com/resources/international-journal-mobile-marketing/call-for-papers.

About the Mobile Marketing Association (MMA)

The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association's global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com. For information relating to the MMA's Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.

FOR MORE INFORMATION CONTACT:

Rebecca Laming
Director of Communications, MMA
M: +1 917-558-1828
E: [email protected]

Valerie Christopherson
Global Results Comms (GRC)
+1 949 608 0276
[email protected]

SOURCE Mobile Marketing Association