Míraakceptace mobile marketingu v české společnosti
Acceptance Ratio of Mobile Marketing in Czech Society

Summary/Abstract: The change of the consumer behaviour leads to the change of the marketing communication, at present tools of target marketing communication are used more. Besides Direct marketing, Telemarketing, E-mail marketing and others, we use Mobile marketing too. Mobile marketing is made by the consumers’ mobile phones. Advantages and disadvantages are mentioned in this article. To what extent respondents are ready for Mobile marketing, the aim of the research is to show. According to its results 54 % of respondents do not want to receive commercial messages to their mobile phones, and any bonus either, from mobile operators; 46 % are ready to receive comm. messages, in these only 7 % without any bonus. Similar results were gained by Mediaresearch company, which made a similar research in 2008. According to this research 45 % of respondents want to receive commercial messages to their mobile phones.

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