Review of Related LiteratureNowadays, mobile phone advertising is becoming mainstream and a new avenue that offers endless possibilities as digital innovations in all types of digital media , including cell phones or cell phones, cell phone-enabled devices PCs or tablets and other types of portable devices that have totally transformed and changed the way marketers advertise through mobile advertising and that is the advent of smartphones or a highly advanced form of mobile phones. According to Dr. Preeta H. Vyas (2011 ), mobile telephony in general is growing at an exponential rate. This advertising marketing medium offers interesting and promising opportunities to a marketer and the marketing industry as a whole. While the opportunity exists to advertise on mobile phones, it is essential for a marketer to understand the perception of mobile phone advertising and their preferences. Several research reports point to several international studies that have attempted to study mobile phone advertising such as mobile advertising attitudes by Tsang et. al., 2009), Pernission-Based Advertising by Barwise and Strong, 2004, Effectiveness of Location-Based Advertising by Banerjee and Dholakia, 2008, Consumer Perception of SMS Advertising in New Zealand by Caroll et. al.,2007, Relationship between mobile media use and attitudes towards mobile phone advertising by Drossos et. al.,2008, How Incentives Offered to College Students Will Improve Mobile Advertising Among Them by Hanley, Becker, and Martinson, 2008, Study on Consumer Attitudes Toward Mobile Phone Advertising in Emerging Markets by Chowdhury et. al., 2006, Impact of personalization on consumer attitudes towards mobile advertising in China by Xu, 2006, Factors influencing consumer intent...... middle of paper... Ser Questa's Gratification Theory theory was supported by Peters et al. . (2007) and O'Donohoe (2009) which explains how consumers actively make decisions regarding their certain needs and what motivates them to do so using the influence of media use. Katz et al. (2008) conducted a study according to this theory and further exclaimed what drives consumers to link their gratification needs based on media choice. In his study he found that consumers use media as a source of information to satisfy their gratification needs for the following reasons such as entertainment and information. Furthermore, according to McQuail et al. (2009) pointed out that escape is a common motivation for mass media users. He also highlighted that most consumers seek to satisfy their needs to express their personal identity and build relationships through the use of media..