Although the technical developments appear very exciting, to what extent do you think marketers can effectively convey brand personality through wireless media?

Feedback – It is unlikely that many promotional campaigns will rely solely on mobile channels. Opportunities for innovation arise by combining a number of online and offline channels to develop an integrated promotional strategy. For example, the car manufacturer Audi has used a combination of:

● television for brand-building;

● newspapers for providing performance data;

● WAP for invitations to new model launches and test drives;

● PC-based Internet for feature specification;

● the established dealer network for face-to-face discussions with salespeople.

Each element of the campaign can therefore address a different aspect of the buying process.