After use an interesting filtering methodology, the authors selected 28 articles from 12 Journals to analyze the current state in the academic research on mobile adv. In the article are mentioned 5 theories (TRA,DOI, U&G, SC and CS) and 1 model (TAM) used to study mobile adv as part of marketing integrated communication. The scholars insisted that is necessary a proper theory to explain the mobile adv phenomena. Besides of, Okasaki & Barwise modifying the mobile adv classification proposed by Barnes (2002) based on the combination of type of adv (rich or simple) and mode of access (push or pull), introduce level of ubiquity (weak or strong) to replace type of adv in order to suggest a new research paradigm in the field. Lastly, concluded that future research need to take into account their "paradigm". Therefore, they pointed the following promising areas of research: cross-media consumer behavior, response mechanisms (pull adv), ubiquity, location-based adv, proximity adv (RFID & Bluetooth), smart phone-pad convergence, branded entertainment, location-based rating sites adv and WOM.
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