Mark Dolliver: Going Mobile | Adweek Mark Dolliver: Going Mobile | Adweek
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Mark Dolliver: Going Mobile

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The fact that something is possible doesn't make it a good idea. Advertising via mobile phones is a case in point. A Doremus/Financial Times poll of high-level executives in North America, Europe and Asia found few eager to receive ads that way (see the chart). While such advertising is in sync with the trend toward media mobility, Doremus notes that it's wholly out of sync with the trend toward individuals' greater control of their media usage—"appearing as an unwanted guest at the most annoyingly inappropriate time."