Interactive applications for mobile phones may be some of the mast powerful forms of advertising yet developed, maintains Robert Potter, director of the Institute for Communication Research at Indiana University, Bloomington.

• Position: NOTEWORTHY - Brief article

Interactive applications for mobile phones may be some of the mast powerful forms of advertising yet developed, maintains Robert Potter, director of the Institute for Communication Research at Indiana University, Bloomington. Branded apps increase a consumer's general interest in product categories and improve the attitude...