Correspondence: Mi Jung Kim, University of Florida, FL, USA. Tel: +1 352 672 1108; E-mail: genesis1116@gmail.com

¹is a Master's student in the Department of Advertising at the University of Florida. She obtained her BA in Mass Communication from Kyungpook National University, Daegu, South Korea. Her research intersts are mobile advertising, new media marketing communication, media management and telecommunication.

²is a full time lecturer at the School of Communications, Dankook University, Seoul, South Korea. He earned his PhD at the Department of Advertising at the University of Florida. Previous to his study, he worked in the advertising business. He received a BA and MA, both in mass communication from the Hankuk University of Foreign Studies, Seoul, South Korea. His research interests include international branding and event marketing.

Received 13 January 2008; Revised 13 January 2008.

Abstract

This study explores cases of mobile marketing in South Korea, one of the leading countries in terms of mobile industries. By analysing mobile advertising cases, including that of digital multimedia broadcasting, this study documents the current market situation and the effectiveness of marketing in the South Korean market. The findings show that mobile advertising in South Korea is quite advanced, and personalisation is brought to life through consumer and location targeting. The managerial implications of these findings are discussed in the conclusion.