Annotated+Bibliography

=Article 1: Why 2012 is the Year of Mobile Advertising = **Source:** Mashable Business Blog (http://mashable.com/2012/01/20/mobile-marketing-2012/) **Tags/Keywords:** Mobile Advertising, Consumer Engagement, Real-Time Bidding, Location-Based Advertising, Enhancing Ad Quality **Summary:** This blog post brings to light the importance of mobile advertising and how it will be very prominent in 2012. It is seen a main driver for brand awareness, affinity and purchases because of the spread of all things mobile. The article states that there are many mobile consumers that can be easily connected to advertisements and that there is a large market for it but there is one main issues regarding if the web can be accessed through a mobile device and this is what would needs to be solved for this market to become valuable and a money maker. The article discusses 5 main aspects that are related to the take off of mobile advertising this year. This includes, demand and liquidity is increasing, location based advertising, real-time bidding, rich media, mobile private exchange is catalyzing premium publishers and developers. Each topic discusses what has been going on recently but hasn't been yet taken advantage of. For example, for location-based advertising there is one app I know about developed by Torstar Digital, named ShopCatch, that uses GPS to find deals at the malls you are currently in. In relation to having rich media integrated into the advertisements, this will attract more consumers. Ultimately, this article discusses the potential for those entering the mobile advertising market, how to approach it and what tools they can use. I thought it would be interesting to see what others are saying for 2012 spending on mobile advertising for 2012 and it looks like everyone will be spending big bucks this year on it. Below is a Google Search result for "mobile advertising spend 2012" and you can see the amount of money that is estimated to be spent on mobile advertising this year.

=Article 2: Perspective: The Lady Problem = ** Source: ** AdWeek ([]) ** Tags/Keywords: **Marketing, Tampax, Feminine-Hygiene, Magazine, Unspoken Awareness, Social Progress **Summary: ** This blog post on AdWeek takes an in-depth look at the advertising techniques used when selling feminine products over the years. And as we move through a social progressive society it seems that the ads stay the same as those dated in the 1930's. Meaning the advertisements usually has nothing to do with the actual feminine products that are being sold. Discussion about feminine products has been treated as a taboo topic, that shouldn't be spoken about. The article talks about how this has affected advertisements and the issues that advertisers face. One of the issues being that using a specific feminine product is equivalent to sexual intercourse, which is an up surd idea. The other problem was that it was difficult to put together an ad copy and imagery that would be accepted by a publication. Now with those issues in place, ads are left with very little wiggle room and are extremely cautious when advertising these products. One of the examples given is where they showed print ads were women were wearing all white and were in a swimming pool. Even the print ads that are shown today follow the same pattern, woman wearing a white bottom, but playing sports. If you didn't see the product brand name or see a picture of the actual product being displayed you would have no idea what this ad is about, because it leaves much of the thinking up to the audience. Everyone is slowly noticing that these ads are silly in the sense that they do not promote the products directly, rather it is done indirectly through various ads that you have to think about before realizing what it is about.