Review of Related LiteratureNowadays, mobile phone advertising is becoming the mainstream and a new path that offers endless possibilities as digital innovations in all types of digital media, including mobile phones or cell phones, cell phones. PCs or tablets and other portable devices that have transformed and totally changed the way marketers advertise through mobile advertising and that is the advent of smartphones or very advanced forms of mobile phones. According to Dr. Preeta H. Vyas (2011), mobile telephony as a whole is growing exponentially. This marketing medium of advertising offers exciting and promising opportunities to marketers and the marketing industry as a whole. Although there are opportunities to advertise on mobile phones, it is essential for a marketer to understand mobile phone advertising perceptions and preferences. Different research points 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 perceptions 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 university students will improve mobile advertising among them by Hanley, Becker and Martinson, 2008, Study on consumer attitudes towards 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 affecting consumer intention...... middle of article...... Theory of ser gratificationThis theory was supported by Peters et al. . (2007) and O'Donohoe (2009) which explain how consumers actively make decisions about their certain needs and what motivates them to do so using the influence of media use. Katz et al. (2008) conducted a study on this theory and further exclaimed on what drives consumers to link their gratification needs based on their 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 escapism is a common motivation among mass media users. He also pointed out that most consumers seek to satisfy their needs in order to express their personal identity and build relationships through the use of media..